'Blind box' craze grips China's youth, and mints toymakers a fortune

The ‘blind box’ (miniature) toys, first popularised in Japan, have fixated China in recent years, driving a booming second-hand market and decorating the desks of white-collar workers across the country. — AFP

Tiny unicorns and cartoon girls in clown costumes line the shelves of Wang Zhaoxue’s study in Beijing – tokens of China’s mania for “blind boxes” that has made fortunes for toymakers and even caught the attention of those in power.

The 18-year-old music student is one of the legions of young Chinese hooked on snaffling up the toys – from pop art-inspired figurines to mini-archaeological treasures – to complete whole “ranges” through endless purchases.