The controversy surrounding blind boxes
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31 Mar 2026 •
Reading time: 2 minutes
Blind boxes – those surprise boxes containing a random item – have become a massive hit. But are they a form of chance comparable to gambling? An expert professor sheds light on this phenomenon.
Chance or gambling?
The principle behind blind boxes is simple: the consumer buys a box without knowing exactly what it contains. Inside is a figurine, a gadget or a collectable item, the rarity of which varies according to a pre-determined distribution. Collectable cards, surprise packets and even toys in sweet shops have long exploited this mechanism. But today, the phenomenon has taken on unprecedented proportions, particularly thanks to social media, where unboxing videos attract millions of views.
According to Niels Van de Ven, professor of consumer psychology at Tilburg University, blind boxes are not a form of gambling. In most cases, these products do not meet the legal criteria defining gambling. Unlike a bet, a slot machine or even a virtual loot box, the purchaser of a blind box always receives a product.
A blurred line
But it’s not quite that simple. Whilst the majority of blind boxes do not fall under the definition of gambling, certain practices exist in a grey area.
The problem arises when the value of the items varies significantly. A rare figurine can be worth far more than its purchase price, whilst common models have little market value. This imbalance introduces an element of speculation.
Niels Van de Ven acknowledges that in certain specific cases, particularly where the emphasis is on rarity and value, the comparison with gambling becomes more relevant.
Another key factor lies in marketing strategies. Manufacturers often highlight the rarest items, creating disproportionate expectations among consumers. The probabilities of obtaining these items are sometimes stated, but rarely emphasised.
Digital platforms amplify this phenomenon. Unboxing videos, enthusiastic reactions and the dramatisation of chance all contribute to reinforcing the appeal of blind boxes.
A vulnerable audience?
Critics point to the potential impact on minors. Niels Van de Ven remains cautious. He believes that, although there are similarities with certain gaming mechanisms, blind boxes should not automatically be equated with gambling.
However, he acknowledges that repeated purchases, driven by the search for a rare item, can pose a problem.
Between passion and controversy
For many consumers, blind boxes are first and foremost a hobby. The joy of collecting, swapping and discovering new items remains at the heart of the experience. But for others, they raise legitimate concerns. The combination of chance, marketing and perceived value creates a dynamic that warrants close attention.