Collectible surprise toys have exploded in popularity representing a significant portion of toy sales, with collectible and unboxing toy segments growing at nearly 20% annually. The surprise toy trend is captivating children and adults alike with data showing that 90% of kids ages 6 to 17 years old are engaging with collectible surprise toy brands. 

Social media is fuelling this trend, with these kids engaging with brands like ZURU, who have noted that partnering with toy unboxing influencers results in sales increases by up to 30% especially during peak shopping times like Black Friday and Christmas.

“Surprise and collectible toys offer kids an adventure before they even reach the toy itself, unboxing isn’t just about getting to the toy, it’s about creating an experience that encourages suspense and exhilaration,” says Glenn Ambrose, Country Manager at ZURU South Africa. “ZURU, whose exclusive unboxing experiences with Mini Brands that include fashion, sneakers, home accessories and retro items have rapidly earned a place on holiday wish lists worldwide.”

“Our unique approach to interactive packaging makes the act of unwrapping almost as fun as the toy inside, sparking creativity, surprise, and endless entertainment for kids and adults alike,” he explains. “Social media platforms like YouTube, TikTok, and Instagram have played an integral role in boosting this trend, where unboxing videos featuring popular brands like ZURU’s Mini Brands Rainbocorns and Smashers generate high engagement and drive curiosity.”

“A significant percentage of TikTok’s content in the ‘kids’ category involves unboxing, with reports suggesting that toy-related videos see engagement rates as high as 20% and blind bag unboxing videos garnering over 748-million views globally and rising,” he says. “Some studies on YouTube engagement have also shown that toy unboxing videos account for about 30% of the top 100 videos viewed by children.”

Ambrose says that ZURU’s line-up stands out with its diverse offerings tailored to various interests. “We continue to capitalise on the widespread nostalgia trend seen across social media which sees us collaborating with long-standing licenced retail partners,” he adds.

“Innovation remains crucial in keeping the category fresh and exciting,” he says. “The Mini Brands, Rainbocorns, Smashers and the new Pets Alive Magic Bunnies, Mama Duck and Baby Surprise enhances playtime with the excitement of the unboxing journey itself.”

“Staying close to what’s driving the market on social media and responding to what customers are looking for is key for continued development,” Ambrose adds. “Take Mini Brands as an example. We have a fanatical fan-base, and they aren’t quiet about what they want to see coming through. We do listen and take action – this underscores the power of listening and adapting.”

In South Africa, the trend mirrors this growth, Ambrose explains: “With an increasing number of parents citing the appeal of interactive, screen-free play options. For parents, surprise toys are a win-win: they not only capture their children’s attention, but the collectibles format promotes repeated engagement as kids work to complete each series.”

“Our innovative approach to packaging reflects a broad consumer demand for novelty,” he says. “ZURU’s Mini Brands and Rainbocorns Eggzania series have remained popular holiday picks, with children eagerly collecting and swapping these items to complete their collections.” 

In addition Ambrsoe adds that ZURU’s My Mini Baby encourages imaginative play and the Master Chef or Garden surprises provide additional layers of joy through the thrill of creating and discovery.

ZURU’s surprise toys can be found in a range of exclusive partnerships, each designed to offer unique, tailored experiences:

• Toys R Us Exclusives: Mini Brands, NBA Ballers, My Mini Baby, Rainbocorns Eggzania Fairy Princess, and Pets Alive’s Magic Bunny.
• Toy Kingdom Exclusives: Rainbocorns Mermaidcorn, Mama Duck and Baby Surprise.
• Toyzone Exclusives: Mini Brands Sneakers.
• All Retailers: Rainbocorns Puppycorn Surprise, Kittycorn Surprise, Babycorns.

Ambrose says that with products that blend collectible fun with endless unboxing excitement, our ranges have effectively captured the interest of the season. “Each release combines engaging characters with multi-layered packaging, an approach that continues to win over holiday shoppers year after year,” he says.

Unwrapping More than Just Toys: The Value of Interactive Play

As the unboxing trend evolves, so does its impact on child development. Surprise toys encourage sensory exploration and foster skills in observation, patience, and sharing. “Our goal at ZURU,” adds Ambrose, “is to create memorable experiences that last far beyond the holiday season.”

Whether it’s the enchantment of opening a Rainbocorn or discovering a new collectible in the Mini Brands series, ZURU’s commitment to delivering moments of magic for families this season is clear. With a wide selection of toys available in stores and online, the unboxing journey promises to be an unforgettable part of this year’s holiday celebrations.

For more information on ZURU’s surprise toy range and where to purchase, please visit ZURU’s website or your preferred retailer.