Unboxing videos changed the toy industry forever. Toy unboxing first started gaining traction with YouTube videos of kids opening Legos and Furby dolls. Then MGA Entertainment’s L.O.L Surprise! Dolls took the trend even further, making mystery a key element of kids’ playtime. Simple as it sounds, the concept of unboxing videos has created a ripple effect: when kids watch their favorite YouTube creators (hi Ryan Kaji) unwrap toys and various products, it leaves viewers with a sense of awe and curiosity, with some turning to their own YouTube channels to put their spin on the trend. Spin Master’s former CMO notes that when you consider exploration and discovery as an essential aspect of playtime, the unboxing concept makes sense. YPulse’s Growing up YouTube trend data found that YouTube is becoming a core aspect of kids’ play and entertainment with Gen Z watching YouTube more than any other platform. (Bloomberg)
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