A revealing look at how toy brands are banking on the unknown


Surprise! is a seven-page report that shows how the unboxing and mystery egg videos popularized on YouTube have become an industry unto itself. This toy phenomenon has manifested itself in the form of toys hidden in endlessly wrapped shells, blind bags, milk cartons, plush pockets, and more. And with the ability to find rare figures, interchangeable parts, tradable prizes, and the occasional flurry friend, the temptation to collect them all is at its peak among kids.

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