While many are now bigger than the pocket money LEGO Collectible Minifigures, mystery toys, that require an element of “unboxing”, are proving to be the big craze for Christmas. Sales have risen by 30% in the past year, according to a BBC News story, although much of this is down to L.O.L. Surprise! products specifically. Each one features layers of wrapping, making the opening of the toy an anticipation building process.
Sales across the toy market are down by 5% so far this year, when compared to 2017. Mystery toys are doing well within those figures, making up three in ten toys sold.
Yesterday’s DreamToys list, the toy industry’s selection of the best products on the market, highlighted L.O.L. alongside more traditional toys such as LEGO sets. As well as demonstrating the success of mystery toys, the rise of L.O.L. Surprise! dolls highlights the way that small companies can be disruptors to the industry with one extremely successful product, as traditional industry giants such while Mattel, Hasbro and the LEGO Group struggle to maintain growth.