The Perils of Blind Box at Mass Retail
May 27, 2013

It’s always a difficult proposition to do anything having to to do with blindbox/blind bag at mass retail since there’s no one around to say “hey, don’t open that.”  This was the scene at my local Target over the weekend.


Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.





  • Black Arbor says:

    Can’t really say I’m surprised. Two types of people are usually in that toy aisle (not worrying about scalpers or parents wanting to buy something for the kids and not knowing what’s in the box right now): Kids and Collectors. Kids have a tendency to open toy boxes up if they can’t get a good look at the toy (that’s why Mego switched from boxes to carded blister packs in the 70’s) and collectors know that they can’t get away with opening stuff at their LCS, which is usually the only other place to find Blind Boxed stuff, so they do it at Target.

  • mkultra says:

    Serves them right for carrying stupid blind-boxed figures anyway!

  • Shellhead says:

    Seeing that out where I am as well.

  • Mikey Wood says:

    I hate blind box.

    HATE it.

    It’s not a “fun” way to collect. At all.

  • RayReptile says:

    I have seen the exact same thing at my Target. I think there is currently six different packages opened. It’s really sad. I’ve seen the same thing with LEGO Minifig bags. Bags ripped open and parts laying on the shelf.

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