Custom Blind Box Toys: The Trending Choice For Promotions

Custom blind box toys are a perfect way to get people’s attention, especially for promotional campaigns. These promotional collectibles, like miniature figurines, use the surprise of the merchandise to give your brand an unforgettable experience.

What Are Blind Box Toys?

Blind box toys are custom toy sets with a hidden surprise inside. Each box is sealed, and customers don’t know what’s inside until they unbox it, creating anticipation. Additionally, each blind box collection includes one special, rare toy, which serves as an award and encourages customers to purchase more boxes in hopes of finding the special one.

Originating from Japan’s Gashapon machines, the concept gained massive popularity in China and has since become a global phenomenon, combining nostalgia, branding, and the excitement of discovery. Some of the most popular blind box characters include Molly, Marvels, Labubu, and Baby Three, among others, adding to their widespread appeal.

Factors Contributing To Blind Box Toys’ Popularity

The following are the leading causes of the growing popularity of custom blind boxes:

• Community of Collectors: Blind boxes foster a vibrant collector culture where enthusiasts trade, share, and bond over their finds. Online platforms like RED amplify this engagement, enabling discussions, showcasing collections, and forming connections.
• The Psychology Behind Blind Boxes: The unpredictability of blind boxes triggers excitement akin to gambling, leveraging the thrill of variable rewards. The joy of unboxing and sharing the experience enhances their emotional allure.
• Marketing Integration: One of the reasons custom blind box toys are perfect for promotional campaigns is that blind boxes are a staple of promotional toys and align with broader experiential marketing trends. Blind boxes blend surprise and emotional storytelling to cater to modern consumer preferences for unique, engaging experiences.

Top 6 Innovative Blind Box Ideas for Brands

Blind boxes have evolved far beyond traditional toys, offering brands creative ways to engage their audience with unique and memorable experiences. Here are some innovative ideas for customizing blind boxes:

Why Custom Blind Box Toys Are Perfect For Promotional Campaigns

Custom blind box toys are a marketing tool that lets you show off your brand in a fun way. They combine custom-branded toys with blind box packaging and endless customization options.

Custom blind boxes are a powerful tool for enhancing brand identity. By designing the boxes and toys to follow your brand guidelines, you ensure a consistent and memorable customer experience that reinforces your brand’s core message. 

In addition, the growing trend of live streaming and unboxing videos has made blind box toys perfect for generating user-generated content (UGC). People love showcasing their collections and sharing their surprises, helping to organically increase awareness and expand your brand’s reach through social media platforms.

Driving a brand’s business is the first reason why custom blind box toys are good for promotional campaigns. Blind box toys tap into the thrill of surprise, delighting customers and fostering a sense of loyalty. The excitement generates valuable word-of-mouth marketing, further boosting brand awareness and engagement.

Plus, custom items like blind box toys let you show off your brand and give customers a sense of personalization. This encourages repeat purchases and creates a community around your brand as customers connect and share their experiences.

The unboxing experience creates moments of joy and wonder, leaving a lasting impression on customers. This approach goes beyond the functional value of the product, using blind boxes to evoke positive feelings and build brand affinity.

Besides, the element of surprise in themed giveaways, such as event-specific blind boxes, makes them stand out. Many brands include collector’s guides to encourage customers to collect the entire series, adding another layer of engagement.

Except for the above reasons, custom blind box toys are perfect for promotional campaigns because of scarcity. By offering exclusive giveaway items or limited-edition blind box toys, brands create a sense of urgency and excitement. This drives demand and encourages repeat purchases as customers strive to complete their collections. The scarcity also generates buzz and exclusivity for the brand, making your products even more desirable.

The last reason blind boxes are great for promotion is that they fit perfectly into the growing trend of gamification in marketing. Businesses can replicate the thrill of collecting rare items by introducing point systems, leaderboards, and challenges. These gamified experiences not only engage customers but also encourage repeat participation, turning casual buyers into dedicated collectors.

Trending Now: Blind Box Toys Are The Future Of GWP

In the gift-with-purchase (GWP) niche, blind box promotions are changing how brands interact with customers. Unlike free gifts, blind box toys are branded merchandise that adds fun to the shopping experience.

As surprise merchandise, they add value and turn a gift into a reveal. This will drive sales and make customers love the brand.

Sustainability In Blind Box Promotions

Today’s consumers are increasingly eco-conscious, so making sustainable green merchandise for brands is a priority. Using eco-friendly materials such as recycled cardboard, biodegradable plastics, and plant-based inks for blind box green packaging and recyclable materials reflects a brand’s commitment to sustainability. 

For instance, recycled paperboard can be used for the outer box, while compostable or water-soluble packaging can be used to encase individual items, minimizing environmental impact.

Brands can also incorporate sustainable product ideas, such as:

• Eco-friendly desk toys made from bamboo or recycled plastics
• Plantable seed paper collectibles, which grow into flowers or herbs when planted
• Miniature reusable tote bags for carrying everyday essentials
• Wooden or cork-based figurines and puzzles

Additionally, Brands can also consider reusable vs. disposable packaging such as tin boxes or glass jars, to reduce waste and appeal to eco-conscious customers. By integrating these practices into blind box campaigns enhances both brand image and environmental impact.

Digital Integration For A Modern Customer Experience

Digital blind box toys take the excitement to the next level by incorporating features like AR, QR codes, or gamification. These interactive promo toys create a seamless blend of physical and digital engagement.

Using NFC-enabled promotional giveaways, for example, has let the users connect to exclusive online content, enriching the customer journey. This power of connection means the brand remains relevant amid the technology craze.

Personalize Customer’s Blind Box Figures Or Packaging

One of the most effective ways to enhance the appeal of blind boxes is through personalization. Customizable and personalized promotional products, such as tailored figures or branded packaging, make each item unique and memorable. Adding blind box packaging that reflects a brand’s identity increases its impact.

These custom-branded toys build stronger emotional connections with customers, ensuring the campaign leaves a lasting impression.

ODM’s Case Study: Design Custom Blind Box For GWP Campaign

ODM creates custom blind boxes that fit your brand. From concept to execution, ODM ensures every campaign looks like your brand.

In this case study on “Figurine in Blind Box by Sanrio”, ODM’s collaboration with Sanrio on the giveaway items campaign shows our blind box design expertise. These blind box collectibles were part of a GWP campaign that hooked customers.

Project Highlights

• Sanrio, a Japanese brand, offered a free blind box figurine with every purchase from their e-shop.
• The blind box had random Sanrio characters, so customers were excited and would buy again.
• This campaign increased sales and brand awareness and fit Sanrio’s playful brand.

Client Challenges

• Create a Memorable Customer Experience: Sanrio wanted a promotional product to stand out and enhance the shopping experience.
• Boost Brand Awareness: The client wanted to strengthen brand recall through a unique and engaging promotion.
• Drive Sales and Engagement: Sanrio needed to incentivize purchases and get customers to buy again on their e-shop.

Solutions from ODM

• Custom Blind Box Design:  ODM provided expertise in custom blind box designs, tailored to Sanrio’s branding and customer expectations.
• Surprise Marketing Strategy: Thanks to the campaign’s incorporation of the psychological surprise, customer engagement was kept high.
• Integration of Licensed Characters: The blind boxes highlighted the iconic characters from Sanrio, thereby strengthening the identity and appeal of the brand.
• Blind Box Creation Process: ODM showcased a comprehensive process for creating the blind boxes, ensuring both quality and alignment with brand objectives:
  • 1. Define objectives and target audience: Understanding Sanrio’s goals and the preferences of fans.
  • 2. Choose blind box theme and concept: Collaborating on themes that align with Sanrio’s playful and nostalgic branding.
  • 3. Hand-sketching designs and 3D mockups: Developing initial designs to visualize the final product and refining them with feedback.
  • 4. Designing packaging: Creating visually appealing and functional packaging that enhances the unboxing experience.
  • 5. Quality control checks and mass production: Ensuring each blind box meets the highest quality standards before large-scale manufacturing.

This structured process not only ensured the blind boxes met Sanrio’s high standards but also highlighted ODM’s commitment to delivering creative, high-quality promotional solutions.

Benefits Of Partnering With ODM

• Increased Sales: The blind box promotion drove sales and repeat visits.
• Improved Brand Awareness: Licensed characters boosted brand visibility and customer loyalty.
• Unique Customer Experience: The blind box was fun, matching Sanrio’s playful and creative brand.
• Smooth Execution: ODM delivered a campaign that met Sanrio’s objectives, so it worked.

Begin Your Blind Box GWP Campaigns With ODM Today!

Blind box toys are not just products; they are experiences. ODM’s corporate gifting solutions help you create engaging, memorable, and impactful campaigns. By using promo toys, you can connect with your audience in a meaningful way.

Launching a blind box campaign with us means high ROI through creative design and execution. Contact ODM today to get the right mix of creativity and strategy in your promotional campaigns.

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