This term refers to a marketing strategy employed primarily by toy retailers. It involves offering collectible miniature versions of popular products, often packaged blindly, appealing to consumers’ desire for surprise and collectibility. These miniature items generate substantial revenue due to their low production cost, high perceived value, and impulse purchase nature, often linked to a larger brand or franchise.
The effectiveness of this approach lies in its ability to tap into several consumer behaviors. The “blind bag” or “surprise toy” aspect creates a sense of anticipation and excitement, encouraging repeat purchases in the hope of completing a collection. This strategy is particularly successful with younger demographics and often leverages popular intellectual properties to drive demand. Historically, collectible miniatures have held a significant place in the toy market, evolving from trading cards and small figurines to encompass a wide range of licensed products.
