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 (and dollars). But now, some brands have gone full Willy Wonka with it. Instead of just including rare, secret designs, brands are also hiding ultra-rare “golden ticket” versions inside. On top of guaranteed bragging rights, many of these “golden” items also come with real-world rewards:...