Animation co-branding, scratch-off surprises... A child is addicted to stationery blind boxes and spent 3,500 yuan

　　Animation co-branding, scratch-off surprises, social currency...many primary school students went to stationery stores as soon as school was over.

　　Addicted to stationery blind boxes, one child spent 3,500 yuan

　　Parents worry: excessive consumption is detrimental to the healthy growth of children

　　Reporter Xu Ting Zhangran Correspondent Cheng Shibing Intern Dai Yueyue

　　It is normal for students to need to buy stationery for studying. But it would be a bit abnormal if children rush to buy blind stationery boxes as soon as school is over, and even spend thousands of New Year's money just to get the style they like.

　　Ms. Haining Li has been particularly distressed recently: "I heard from my neighbors that a student spent a lot of money to buy a blind box for stationery and was criticized by the teacher. I thought that my child often went to a store near the school recently, so I quickly checked the balance of his lucky money and was shocked. ! The child’s new year’s money was 3,500 yuan less, and it was all used to buy Ultraman series blind box pens and blind box erasers.”

　　Stationery blind box craze

　　has lasted for some time

　　Many parents have the same worries as Ms. Li. A reader asked reporters for help:

　　My own children are so obsessed with blind stationery boxes that they refuse to be picked up by their parents after school and only want to "research" them in a stationery store.

　　After communicating with each other, parents discovered that this stationery blind box craze has been going on for some time.

　　Ms. Li told reporters that this kind of blind box for stationery is similar to the mainstream blind box for figurines currently on the market. It is impossible to know the specific style before taking it apart. In order to buy the style they like, children have to keep buying blind boxes, which costs far more than normal. Stationery required. "Children have poor self-control and are prone to over-consumption. This blind box consumption model will make children addicted to buying."

　　Yesterday afternoon, the reporter visited several schools in Hangzhou.

　　In a stationery store near Daomao Lane Primary School, the owner told reporters frankly: "If you are using it yourself, just buy ordinary ones. If you want to give it to children, they prefer blind boxes."

　　The store owner said: The quality of sales is generally related to whether the blind box is co-branded with animation. For children, buying a blind box pen is actually buying animation peripheral products.

　　There are many styles of blind box pens on the market that are based on animation IP. Among them, the more common animation IPs include Ultraman, Eggman Party, My Little Pony and SpongeBob SquarePants.

　　These blind box pens are all marked with genuine authorization. The packaging of many blind box pens seen by this reporter showed that the licensee and manufacturer are Zhejiang Kayou Animation Co., Ltd.

　　In a stationery store near Dongyuan Primary School in Hangzhou, a reporter wanted to know "Which blind box pen is cheaper?" The boss repeatedly said: "Children have their own logic, and they want to win the hidden money. Especially boys, they all like Ultraman." "

　　Some blind boxes indicate the probability of each style appearing. For example, in a set of 24 pens, the creative style is 12:24, the classic style is 6:24, the rare style is 4:24, the special style is 1:24, and the collection Section 1:24.

　　In a stationery store on Fengqi Road, some blind box pens even have gray scratch-off areas on their packaging.

　　Some hidden currency has "social currency" properties

　　The reporter observed that among these blind boxes, the gel pen series is the most popular, with prices ranging from 3 to 20 yuan each, which is slightly more expensive than ordinary pens. Many students buy three or five at a time, and some people buy a whole box (more than ten pieces) at one time.

　　At the gate of Changshouqiao Primary School, a boy who had just finished school told reporters that a classmate bought blind box stationery gift boxes for the whole class for his birthday, including notebooks and pens. "It will be fresh to get different styles." In addition, A junior girl also bought a blind box pen. Her reason was simple, "because it looks good." Another sixth-grade female classmate said that she finally collected "blind box pens from famous schools" and her classmates were very envious.

　　In addition to blind box pens, there are also many blind boxes such as erasers, figurines, models, and cards in stationery stores near the school, all of which are very popular among students.

　　Generally, merchants will also mention the additional emotional value when promoting this type of blind box stationery. For example, the product introduction of the Ultraman Blind Box Pen contains passionate words such as "Protect the future of the earth with Ultra Heroes" and "Never give up and fight the darkness to the end." The My Little Pony blind box pen is introduced as follows: "The style background of the princess of the universe with colorful star flashes"; the famous school blind box pen has inspirational quotes such as "Kunpeng's ambition, every stroke of the pen"...

　　In a sense, these blind boxes have become the "social currency" of the student community, and owning hidden stationery is a "status symbol." Therefore, they will always be particularly enthusiastic when it comes to purchasing blind boxes.

　　Children like stationery blind boxes. What do teachers and parents think?

　　Wu Yalan, a teacher at Guali No. 3 Primary School in Xiaoshan District, discovered that "children are full of curiosity about unknown things, and blind box pens can satisfy this curiosity. Each pen is a small surprise, which is similar to how adults like to buy blind boxes." She It was also mentioned that students will compare whose pens are more beautiful and special, and they will also exchange pens with each other to meet the students' social needs.

　　Some teachers also lamented that blind box stationery caused other problems, such as distracting students' attention and triggering comparison psychology among classmates.

　　During the visit, parents also had their own opinions. Parent Ms. Lin thinks this is normal. There are popular activities in every generation. "Just like when we were kids, we ate crispy noodles and liked to draw cards. If you draw the one you like, you will feel lucky and happy."

　　More parents raised questions. "Is it really good to let children be so obsessed with it?" "Selling stationery is just selling stationery. Why use an opaque method like a blind box? Is this legal and compliant?"

　　Facing underage consumers, the sales of stationery blind boxes need to be regulated more

　　The reporter's inquiry found that in order to standardize the business activities of "blind box stationery", in June 2023, the State Administration for Market Regulation issued the "Guidelines for the Standardization of Blind Box Business Conduct (Trial)", which regulates the content, form and sales targets of blind box sales. Specification requirements were made.

　　Article 23 mentions: Blind box operators are not allowed to sell blind boxes to minors under the age of 8. When selling blind box products to minors aged 8 years or above, the consent of the relevant guardian must be confirmed in accordance with the law. Blind box operators should prominently remind minors aged 8 and above that purchase of blind boxes requires the consent of the relevant guardian. Blind box operators should take effective measures to prevent minors from becoming addicted, protect the physical and mental health of minors, and provide convenience in resolving consumer disputes among minors. Relevant local departments are encouraged to introduce protective measures and specifically regulate the blind box sales model around primary school campuses, including distance and content.

　　“For merchants, when dealing with underage consumers, it is crucial to ensure that relevant reminder slogans are posted in conspicuous places in the store.” A relevant person from the Haining Consumer Rights Protection Center said.

　　According to the analysis of psychology teachers, stationery blind boxes will arouse curiosity and expectation among primary school students, induce a comparison mentality, and may induce over-consumption, aggravate comparison psychology and even a "gambling" mentality among primary school students. These are detrimental to students' healthy growth and the development of correct values.