The collectible surprise toy craze has taken the world by storm, capturing the hearts of children and adults alike. These toys, which combine the thrill of discovery with interactive play, now account for a significant portion of toy sales, with the collectible and unboxing segments growing at nearly 20% annually. Data reveals that 90% of children aged 6 to 17 engage with collectible surprise toy brands, cementing this trend as a global phenomenon.
Social media platforms have played a pivotal role in driving this growth. Brands like ZURU have harnessed the power of toy unboxing influencers, achieving sales spikes of up to 30%, especially during peak shopping seasons like Black Friday and Christmas.
“Surprise and collectible toys offer kids an adventure before they even reach the toy itself,” says Glenn Ambrose, Country Manager at ZURU South Africa. “Unboxing isn’t just about getting to the toy; it’s about creating an experience that encourages suspense and exhilaration.”
The Allure of ZURU’s Interactive Packaging
ZURU has mastered the art of unboxing with its iconic brands like Mini Brands, which include miniature versions of fashion items, sneakers, home accessories, and retro goods. These exclusive experiences have secured a place on holiday wish lists around the world.
“Our unique approach to interactive packaging makes the act of unwrapping almost as fun as the toy inside,” Ambrose explains. “This sparks creativity, surprise, and endless entertainment for kids and adults alike.”
Social media platforms such as YouTube, TikTok, and Instagram have amplified the trend. Toy unboxing videos, particularly those featuring ZURU’s Mini Brands, Rainbocorns, and Smashers, garner millions of views and high engagement rates. On TikTok alone, blind bag unboxing videos have amassed over 748 million views globally.
Listening to Fans and Innovating
ZURU’s commitment to innovation and fan engagement sets it apart. “We continue to capitalise on the nostalgia trend across social media, collaborating with long-standing licensed retail partners,” Ambrose says.
The brand listens closely to its fan base. “Our customers are vocal about what they want to see, and we act on their feedback. This underscores the importance of staying connected to market trends,” he adds.
New releases like Pets Alive Magic Bunnies, Mama Duck and Baby Surprise, and the Rainbocorns Eggzania series demonstrate ZURU’s ability to refresh its lineup while maintaining its core appeal.
A Win-Win for Parents and Kids
In South Africa, the collectible surprise toy trend continues to gain traction. Ambrose notes that parents appreciate the screen-free, interactive nature of these toys. “Surprise toys not only captivate children’s attention but also promote repeated engagement as kids strive to complete their collections,” he explains.
ZURU’s lineup caters to a broad audience, offering toys that blend collectible fun with multi-layered unboxing excitement. Popular picks for the holidays include:
- Toys R Us Exclusives: Mini Brands, NBA Ballers, Rainbocorns Eggzania Fairy Princess, and Pets Alive Magic Bunny.
- Toy Kingdom Exclusives: Rainbocorns Mermaidcorn, Mama Duck, and Baby Surprise.
- Toyzone Exclusives: Mini Brands Sneakers.
- Available at All Retailers: Rainbocorns Puppycorn Surprise, Kittycorn Surprise, and Babycorns.
More Than Just Toys: Building Skills Through Play
Beyond the fun, unboxing toys offer developmental benefits. They encourage sensory exploration, observation, patience, and sharing. “Our goal at ZURU is to create memorable experiences that last far beyond the holiday season,” Ambrose shares.
From the magic of opening a Rainbocorn to discovering the latest addition to the Mini Brands series, ZURU’s toys bring moments of joy to families worldwide.
Where to Find ZURU’s Surprise Toys
To explore ZURU’s full range of collectible surprise toys and learn where to purchase them, visit the ZURU website or check out your preferred retailer.
This holiday season, the unboxing journey promises to deliver unforgettable memories for kids and parents alike.