In recent years, the blind box of card toys with anime as the main shape has quietly become popular among children and teenagers, and these cards have social and combat functions in addition to collecting, and occupy a place in the young age market. So what is this card toy blind box like, and why does it attract the attention of young children?
Card toy blind box rubbing heat
Consumption "unknown" becomes a selling point
The reporter visited the surrounding areas of some primary schools in Nanning City and found that most of the daily grocery stores sold a very cheap card blind box. After purchase, you may get a rare card, and the more expensive the blind box, the greater the probability of opening a rare card. Mainly ultraman, Naruto, Ye Luoli and other well-known anime IP peripheral products.
A stationery store clerk on Jinan Road, Xingning District, Nanning City, Guangxi Province: 20 yuan a box, containing 16 cards, the pattern appears randomly, there is a certain probability of repetition. Sell more, children like these.
Guangxi Nanning Xingning District Jinan Road Feida Stationery Shop Clerk: They take it to collect, twenty or thirty yuan they like it, because their combat strength value is high, and the cards inside are also good-looking.
Why can toy blind boxes attract young children to buy? Sociologists say that the "unknown" nature of the blind box is its selling point, and while bringing surprises, it is also easy to indulge in gambling-like pleasures. In addition, if the surrounding students are buying toy blind boxes, children can easily breed a comparison psychology, which will have a negative impact on the psychological development of adolescents in the long run.
Yao Hua, director of the Institute of Sociology of the Guangxi Academy of Social Sciences: It also caters to the psychology of teenagers seeking surprises, and may form psychological hints, relying on this product, which is harmful to his physical and mental health and the formation of their correct world view, outlook on life and consumption.
Young students are the main buying group
Guiding rational consumption is the key
As they get older, the older kids no longer like these anime products, and the growing children will rejoin the buying army.
In the afternoon, after school, the reporter came to the vicinity of Xinghu Primary School in Qingxiu District, Nanning City, where there are several stationery shops selling card blind boxes, and many children get together to choose blind boxes.
However, there are also people who do not buy it. Ms. Sun's daughter, 7 years old this year, also bought a card blind box for a period of time, and after she knew, she resolutely stopped her daughter's behavior.
Sociological experts believe that the relevant departments should formulate corresponding provisions to curb the spread of addiction to the purchase of toy blind boxes, and schools should also intervene in time to avoid children indulging in the purchase of toy blind boxes and establish a correct concept of consumption for them.
Source: CCTV Finance