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North America

Gen Z’s Blind Boxes Get the Golden Ticket Treatment

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These three brands are attracting Gen Z by channeling their inner Willy Wonka—hiding golden-ticket-style prizes inside blind boxes…

TL;DR

  • KPop Demon Hunters’ new limited-edition trading cards has rare pulls inspired by the film’s biggest hit “Golden”
  • Five Below’s new squishy dumpling series features a golden one worth a $1K shopping spree
  • Chick-fil-A launched retro cup blind boxes, including gold cups that unlock free food for a year
ICYMI (somehow), Gen Z has a deep love for blind boxes—lining up for mystery drops, chasing rare items, and turning every unboxing into content. (Thanks, Labubus!) Over the past couple of years, tons of brands have leaned into the format, releasing their own versions—from pins to plushies to drinkware—in hopes of capturing the gen’s attention...

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