Maybe you think surprise toys are a new phenomenon, born of toy companies cashing in on the allure of YouTube unboxing videos. They are kind of that, but also they are an old thing — back when I was a kid, I squandered many quarters of my allowance on the plastic egg toy vending machines in the hopes of getting the perfect rubber ball or hologram unicorn sticker.
Allowance is how my own son got into L.O.L. Surprise dolls, Hatchimals, and the many other toys whose packaging and unknown nature are as much a part of their appeal as their big eyes. Those plastic balls, eggs, and treasure chests called to him from beside the cash register at the toy store, their price tag exactly within his reach. And with so many tiny accessories and packages within packages to unwrap, it still felt like he was getting many toys in one.
Of course, excessive packaging might be one reason some parents might recoil at the idea of these toys. It can sometimes feel like we might as well be tossing plastic straws straight into the ocean. That’s one reason we’d like to applaud L.O.L. maker MGA Entertainment, which has pledged to make all of its packaging recyclable and/or biodegradable. The company further worked its way into our hearts this spring by pledging to put $5 million toward procuring personal protective gear for medical workers and is working on using Little Tykes factory to make ventilators. (That should ease your mind as you wonder whether you should really get your kid a doll that looks like Kylie Jenner dressing up for a ’90s rave.)
Baby dolls and cute animals aren’t the only surprise toys on the market right now. If your kid is more interested in trucks, robots, or buried treasure, there are blind backs and secret boxes aplenty for them too. Here are some of our favorites.
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L.O.L. Surprise! Lights Pets
Whether your kid is more into baby dolls, baby animals, or more grown-up fashion dolls, there is an L.OL. Surprise! for them. Unwrap the ball, pull out each individually wrapped surprise, and uncover a giant-eyed pet or baby along with its clothing, shoes, bottle, and treat. These new pets have “real” (plastic) hair and come wrapped in “fur.” There’s also a little black light that will reveal their club-ready looks.
L.O.L. Surprise! O.M.G. Lights
Unlike with the little L.O.L. dolls, you do know exactly which of these larger fashion dolls you’re getting when you buy them. There’s still some unboxing fun to be had in their clothing and accessories, however, and the surprise comes when you shine the included black light that reveals extra-cool makeup and hidden details in their clothing.
Treasure X: King’s Gold Mystical Beast Pack
Make your kids work for their toys! Or, well, there’s some minor digging involved in order to break through “magical” blue rock to uncover a beast who holds a key in its mouth which will unlock a chest that contains a treasure.
Blume Baby Pop
Like Cabbage Patch dolls before them, Blume dolls might start a whole new mythology around babies growing from gardens. After these little plants come out of their container with a very satisfying “pop!” kids can uncover a handful of swaddled babies, accessories, and a whole nursery set. The clear plastic cover also turns into a swimming pool, complete with water slide, for these precocious babes.
Ryan’s World Mystery Squishy XL
YouTube unboxing pioneer Ryan Kaji is one of the kids credited with launching the surprise toy craze, so it makes sense that at the ripe old age of 9, he’s also selling his own versions. These squishy toy blind bags (which could be a figure of him, a penguin, a shark, or more) are some of the simplest from his line.
Ryan’s Mystery Playdate Ultra Mystery Box
This Ryan’s World toy is a pretty elaborate unboxing experience that begins with compartments on the outside walls of the box. Turning a crank opens the walls of the box to reveal a set and more hidden toys inside.
Hatchimals CollEGGtibles Pet Obsessed
Having been in the secret egg business for several years, Hatchimals are getting a little creative with their shapes these days. This new version features crackable hearts that hatch adorable pets from puppies to turtles and more.
Hatchimals Pixies
Another new addition to the Hatchimals are these vacationing pixies. They hatch out of suitcases dressed for Instagram-worthy adventures in various locales, from NYC to Tokyo.
Barbie Color Reveal
Yes, even Barbie is in on the surprise trend. She comes to your child a featureless mannequin until they dip her in warm water to reveal her face and skin tone. Then they can unbox her clothing, accessories, and a long-haired wig.
LEGO Minifigures
LEGO blocks themselves don’t seem like a great unboxing/surprise experience, since it’s up to kids to turn them into something new. But on their own, blind-bag Minifigures have become something kids can collect.
Cloudees
Each of these little animals that come packaged in clouds has a detachable curly tail that can be interchanged with other Cloudees pets. They also include a keychain attachment so they can come along wherever your kid goes.
Cry Babies Magic Tears Pet House
After unboxing a Cry Babies baby or pet from its egg, you can make it cry “real” tears when you feed it water with its baby bottle. We hope this turns out to be a good way to teach empathy to children.
Calico Critters Baby Band
Anything that comes out of a Calico Critters blind bag is guaranteed to be lovable. In case you didn’t know, though they dress like they’re from some kind of religious cult, these are actually just cute toys from Japan.
Transformers Toys BotBots Series 5
The fun of transforming doesn’t just belong to those who like cars and 18-wheel trucks anymore. The mythology around BotBots has something to do with a Transformers fuel and a shopping mall. What that means is that there are now really adorable everyday items like sunglasses, backpacks, and food court food that turn into tiny robots. One of the toys in the pack is in a blind bag.
My Little Pony Potion Ponies
It’s not just friendship that’s magic anymore, guys. Fill up the potion container with water, shake it around, and your new pony or pony-adjacent character will reveal itself in all its pastel-colored glory.
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