Girly Gambling

Typically, major gambling opportunities are targeted at men, and although people of all genders participate in gambling, many companies have been using games of chance strategies to target a female demographic.

“Girly Gambling”

The word “gambling” probably invokes thoughts of a smoky Vegas casino with red velvety furniture in need of a cleaning. You may think you’re not a gambler because the average casino is full of old men groaning about their losses, but maybe you have a fantasy football team and FanDuel is constantly blowing up your phone. If you managed to get your hands on Penn State football tickets this season, you may feel like you’ve used all your luck for the rest of the year. Even if you’re not into sports, small games of chance have taken over in the world of trinkets and stylish accessories.

Through cute blind box keychains and colorful plushies, brands like Pop Mart have created characters that have captured the hearts of people around the world including celebrities like Paris Hilton and Lisa from Blackpink. According to CNBC, Pop Mart’s revenue from the Americas jumped to over 1,000% from last year, making it their second-largest overseas market.

While this is the same concept as Pokemon cards and baseball cards, customers are incentivized to collect the items to truly reflect their personal style. Labubus and other Pop Mart toys come in keychains that people can hang on their purse and Sonny Angels can be attached to your phone.

Now let’s be clear, the stakes are much lower with “girly gambling.” No one is having to refinance their home over Labubus, but many people find it just as exciting for the same reasons as traditional gambling.

The Beginning of Blind Boxes

Although blind boxes have more recently gained popularity in the West, they aren’t a new phenomenon. According to Japan House London, a cultural centre, Japanese “lucky bags” called “Fukubukuro” started around the 1860s as a way to get rid of dead stock. What once started as a way to get rid of excess merchandise, turned into a whole new business model. 

It’s no secret that the rushes of dopamine keep people hooked into trying their luck over and over, but there could be a nostalgic appeal to everyone’s inner child. Remember getting a McDonald’s happy meal and finding a collectable toy at the bottom of the box? Whether you traded with your sibling or later begged your parents to go back for another meal, the need for the trinket you want kept life exciting as a kid.

The Exclusive Experience

With so many products on the market, companies must find a way to make their product stand out. The experience of purchasing an item is almost as valuable as the item itself. Think about Hollister’s dark and fragrant stores or the iconic striped Victoria’s Secret changing rooms from the 2000’s. People crave experiences that are considered cool and “in the know.”

Another reason why these items are so sought after is because they’re usually imported, and this can make them hard to get. With popular trinkets like Sonny Angels and Labubus, it feels special to get an authentic item as there are a lot of fakes on the market. People stand outside stores for hours to get their hands on the authentic item or wait in virtual lines like it’s Ticketmaster.

While people crave the feeling of purchasing them, blind boxes ensure that everyone has a different shopping experience. To sweeten the pot, some blind boxes have a “secret” item that is more rare. For Labubus, you have a one in 72 chance of opening one of the “secrets.”

In an article by Generasian, author Ashley Tse reflects on how blind boxes have brought her and her mother together. She also talks about how the excitement over these figurines involves community.

Trading is a common activity amongst collectors, and just like in any other fandom, it generates a sense of commonality and belonging.

Paying More for Personal Style

Many of the blind box products are keychains or phone charms, which is a way that people can show off their personal style and cultivate a unique aesthetic. Purchasing popular blind box products that are hard to acquire allows consumers to signal that they are part of the “in the know” crowd, but they may have to purchase multiple to have the chance to have the one that they truly want. The cost of curating an aesthetic depends on your luck and when you’re ready to walk away.

Let us know about your game of choice and show off your blind box reveals @VALLEYmag on Instagram!

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