Why blind boxes, bag charms and everything in between have taken the world by storm
By NATALIE SALTER—arts@theaggie.org
There’s an inexplicable pleasure in the opening of a blind boxes. You inspect the bag’s possible contents and point out which ones you desperately hope are inside, tear it open with a delightful thrill and react accordingly to whatever falls into your hand. There’s no losing, really — does it matter if the little cat figurine you acquired is wearing the green or pink dress? It is simply pure exhilaration as you land yourself another adorable trinket for your growing collection.
These sorts of trinkets, whether obtained through a surprise system or not, are not new products and have been gaining a notable surge in popularity over the past few years. Think of Calico Critters, Jellycat bag charms, Smiskis, Sonny Angels (which, perhaps more than any of their shelf-mates, have an incredible ability to sell out immediately upon restocking) — all desirable, beloved acquisitions for college students everywhere. The question is: why?
One explanation is that for an era in which self-expression often goes hand in hand with one’s outward appearance — whether through fashion or room ornamentation — these collectibles make for cute and complementary bits of decor. Many Sonny Angels are designed to stick to the back of laptops or phone cases, and Jellycat bag charms are meant to adorn your favorite bag. One might select their favorite animal, such as a bunny with fur of their favorite color, as a nifty little way of signaling a tidbit of information about themselves.
These trinkets, more often than not, also have something of an adorable flair. The chubby-cheeked cherubs of Sonny Angel gaze up at you with huge eyes and innocent smiles. The variety of tiny animals that make up the Calico Critters catalogue don aproned dresses and floral skirts.
Jellycat bag charms are just smaller versions of the beloved stuffed animals the company is so well known for, with their fluffy fur and friendly shapes. There are also Smiskis, small, glow-in-the-dark stick figures that come in a variety of quirky and whimsical poses.
This cuteness factor aligns well with the aesthetic interests of today’s generation. Trends like the catchphrase “I’m just a girl” and the popularization of adorable cartoon characters like Snoopy, Miffy and the Sanrio entourage have taken over the Internet. It’s the perfect cultural climate for a fixation on cute collectibles to arise.
The appeal of the blind boxes in particular cannot be understated either. Technically, buying a blind boxes is a bit of a gamble — you might not get the little critter you want most — but it’s a safe bet, because every available prize is adorable. You may have wanted the Smiski that was reading a book, but the one holding a flower is equally valuable. There’s no real “losing” when you rip open the package.
Most of all, however, these tiny little trophies can be carriers of bigger feelings and memories. You may have a Calico Critter family sitting on your shelf that your sibling bought for your birthday or a blind bag Smiski acquisition that reminds you of a day you spent mall shopping with your friends. A Sonny Angel peeking over a laptop screen or a Jellycat bunny dangling from a purse can be an easy conversation starter, a compliment that leads into a friendship.
In an age of fast fashion and online microtrends that cycle in and out of style within mere months, the tiny trinket has marvelously stood the test of time. Whether it will continue to endure in popularity is yet to be seen, but as of today, it’s a very sweet cultural phenomenon — and there’s something touching about a thing so tiny bringing joy to so many people.
Written by: Natalie Salter—arts@theaggie.org
