The Blind Bag Phenomenon

Surprise Toys

Approximately a year ago, my daughter fell into a toy pit.

Well, not a real one, but a virtual one. It’s a big one that keeps growing and growing – I can hardly keep up! This pit was brought on by YouTube and has fueled many hours of mindless enjoyment and a handful of purchases too!

What exactly am I talking about? I’m talking about BLIND BAGS!

Here’s the gist … if you walk through Target or Toys R Us, on the shelves you’ll see cardboard boxes filled with plastic bags. In them are mini themed toys. They’re cheap, usually $2-3 so the perfect mini surprise, stocking stuffer, “You’re a great kid” gift or Easter basket addition. The toy you get inside, is a surprise. AND YOU CAN COLLECT THEM ALL! And there are multiple series now so it just keeps going and going and going. Yep, each blind bag comes with a little map showing all the potential creatures you can collect and sneak peeks of past and present series to get your heart set on 🙂

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My daughter loves My Little Pony, Shopkins and Littlest Pet Shop blinds bags. There are Lego, Transformers, Playmobil and Super Mario ones too.

So how do blind bags and YouTube intersect?

On YouTube, if you search “My Little Pony Blind Bags” you’ll find countless videos of adults and children alike with piles of blind bags and one by one they open them up and “ooo” and “ahhh” over their mystery toy surprise. It sounds boring, but can be quite captivating to little ones who are thrilled beyond words with each surprise. It’s like going to a birthday party and watching the gift opening segment … over and over and over again.

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The thing I love most about the blind bag phenomenon? My daughter loves watching others open their blind bags online just as much as she loves opening her own! Free entertainment at its finest!

Have your kids discovered blind bags (or the blind bag cousin, egg surprise)? Do they watch the YouTube toy opening sensations that are earning folks millions? I never would have thought we’d watch random YouTube videos like this, but we do! I guess that’s what makes it such a phenomenon!

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Gretchen hails from the beautiful Pacific Northwest along with her husband and two young children. Before transitioning to life as a stay at home mom, Gretchen worked in sales and marketing while earning her Masters in Management and Organizational Leadership. Now her days are focused on managing meal plans and nap times while organizing her sewing stash and children's toy bins. My oh my, how life changes in the blink of an eye! Gretchen writes frequently about natural parenting, becoming more environmentally conscience, her affinity for thrifted treasures, and hopes of making it out of yoga pants each day on her blog That Mama Gretchen (


  1. My kids watch these constantly too – and now have started making their own (please support if you can by subscribing and watching! 🙂

    Great post!

  2. I strongly disagree. The vendor purposely limit one key collectible to force more buying of the product like lottery scratch cards for a top prize. There is a deliberate science to this. 

    Blind bag toys are a promotion of gambling.


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