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The times are changing fast.
Nowadays, you don't just buy a chocolate treat.
Instead you are being influenced by emarketers talking about "the blind-box boom" and the "surprise-and-delight economy".
From Squishmallow collectors to Labubu enthusiasts to Funko Pops, blind unboxing and surprise collectibles are having a cultural moment – particularly with the folk known as Gen Z.
Apparently "the thrill of the unknown, the hunt for rare pieces, and the social media shareability of the 'big reveal' " are cementing mystery-box culture as one of retail’s fast-growing trends.
Kinder Joy is tapping into the phenomenon with a launch that blends millennial nostalgia with Gen Z’s obsession with unboxing: releasing a limited-edition Funko Harry Potter Quidditch collaboration.
Launching this month, each Kinder Joy egg contains not only the brand’s signature chocolate and wafer treat, but also one of 18 Quidditch-themed Harry Potter figurines and accessories.
Kinder Joy is teaming with pop culture and lifestyle brand, Funko, to launch this new Harry Potter Quidditch collection.
There are 18 Quidditch-themed figurines and accessories hidden inside Kinder Joy's twin-chambered eggs.
The figures represent Hogwarts’ most recognisable Quidditch characters and equipment, including a golden Harry Potter figurine; Hermione Granger and Ron Weasley adorned in Gryffindor colours and rivals Draco Malfoy and Cedric Diggory. I want a Diggory!
“Kinder Joy sparks heart-fluttering moments of discovery - like the magic of Harry’s first flight on a Nimbus 2000 - only this time, the thrill comes with a delicious chocolate treat.” says Kinder ANZ marketing manager Antony Foulet, obviously a keen fan of the fantasy world.
"We’re delighted to offer Kinder Joy fans the playful collectibles that Funko is renowned for, whilst celebrating the enchantment of the Harry Potter universe.”
Kinder Joy (RRP $3.30) is available at Coles and other leading retailers across Australia.
Find out more at www.kinder.com/au/en.
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