Retailers are bringing sales tactics from the collectibles industry, such as “blind boxes” and limited drops, into new categories including food and apparel.In June, Target launched the second limited-time drop of its collaboration with Pokémon, featuring apparel and toys, including puzzles, graphic tees, kickballs and jackets. Target partnered with creators including lifestyle video creator Sydeon and gaming creator PhillyBeatzU. It did its initial drop of Pokémon apparel, accessories, home goods and food and beverage items in April.
Also in June, Trader Joe’s leaned into the popularity of its viral colorful tote bags with a limited release of bags in different colors. Furthermore, Aldi introduced “blind boxes” last month where shoppers could sign up to receive a limited supply of free boxes themed around snacks, fiber and protein, as well as a mystery box with products from throughout the store. Blind boxes, popularized by toys such as Labubu dolls, are boxes in which shoppers don’t know the exact contents.
“The popularity of collectibles has reinforced the idea that people love the anticipation and joy of a reveal,” Bridget Kolzowski, director of communications at Aldi, told Modern Retail in an email. “While our Blind Box is focused on groceries rather than collectibles, the underlying behavior is similar: shoppers enjoy the excitement of not knowing exactly what’s inside while feeling confident that they’ll receive products they’ll love.”
