Retail roulette: Mystery boxes, sparked by Labubu dolls, turn shopping into a gamble

The newest shopping craze, sparked by trendy Labubu dolls, is a concept called “mystery boxes.” Some of the top brands sporting this exciting, new shopping experience are Le Creuset, E.L.F. Beauty, Michaels, and the Miami Heat, according to Financial Post. The report explains how shoppers pay a small fee for items worth far more.

Financial Post described mystery boxes through the words of Shreyas Sekar, assistant professor of operations management at the University of Toronto Scarborough, who stated, “It’s gamified commerce.”

Labubu ignites global buzz

The shopping trend started in Asia years ago, but spread to the U.S., U.K., and Canada over the last three to four years, as reported by the Financial Post. Pop Mart's Labubu reportedly proved it works outside Asia, with revenue in the Americas surging nearly 1,300% in the last quarter.

Now retailers join in to create hype and clear stock. E.L.F. Beauty was said to have launched six cosmetic mystery bundles in early November; each held five to eight bestselling items, promising up to 50% savings. “It was undeniable that we saw blind boxes take off,” said Laurie Lam, chief brand officer at E.L.F. Beauty, to Financial Post, adding that “Pop Mart was a factor.” One kit sold out in a week.

Further, the Financial Post described how Cava tried blind-bagged plushies tied to pita chip flavors with its hot harissa meal, and sold over 33,000 units after rushing restocks. “The trend works in the food and restaurant space when it’s not shoehorned in,” said Andy Rebhun, chief marketing and experience officer, according to Financial Post.

Read more on Chicago Star

• Windy City Smokeout returns for its 13th year with star-studded lineup & even more BBQ

• Catch of the day: Winter fishing in Chicago remains a tradition frozen in time 

• Lord of the Rings' comes alive at Auditorium Theatre

• Chicago makes history as first-time host of UNESCO’s International Jazz Day

Risks temper the gamble

Not every box delights. Some shoppers got less value or damaged goods, venting on social media. Le Creuset apologized after a Hartford event, saying the mystery boxes “did not live up to expectations.” It urged those with boxes below the guaranteed $300 value to contact them, as reported by SCMP.

On the other hand, Jackie Mitchell, a 28-year-old social media influencer, scored big at a Le Creuset event. Her $50 box held items worth over $600 after required spending, reported the Financial Post. Still, experts urge clear rules.

“You want to get that inventory off your shelves and back into the bank account,” said Sarah Williams, a mystery and subscription box coach, according to SCMP. “My biggest advice is transparency – if it’s overstock, I’m going to put that in the description.”

Barre3 studio owner Kaylie Wall used mystery bags for holiday excess. “It’s basically a way to get rid of merchandise we’ve had for a long time,” she said, per SCMP. Customers shared unboxing videos despite some doubts.

The mystery shopping fad shows no signs of fading. It turns routine buys into events, while retailers weigh the gamble against fresh customer draws.