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"Blind Boxes and The Price of Surprise: When Collecting Becomes Gambling"

Abstract

My research project focused on the dangers of overconsumption, specifically blind boxes. Through an analysis of Eastern and Western blind box markets, psychological studies, and consumer data, this project explores how surprise-based collectibles increasingly resemble gambling rather than casual hobby culture. Using visualizations created through tools such as Google Sheets, Flourish, and Canva, I examined demographic trends, emotional marketing strategies, and the behavioural loops that keep consumers—especially Gen Z—continually purchasing. By tracing the rise of companies like Pop Mart and MGA Entertainment, the project illustrates how nostalgia, uncertainty, and reward anticipation drive compulsive buying patterns. Ultimately, this research argues that blind boxes reveal a broader cultural shift toward emotional spending and digitally amplified consumption, raising important questions about financial risk, mental well-being, and how “innocent” hobbies can mask addictive tendencies.

Author(s)

Jasmeen Kaur Bhuller

Issue

Issue 3

Contact us:

ctrlaltdh@gmail.com

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CTS at U of Guelph