How to make a blind box: the mechanic, chase figures and odds

Blind boxes have won over collectors all around the world, and more and more brands want their own. We designed and launched our own blind box, EQSO The Crew. Here is the method, step by step, with what we learned along the way.

What exactly is a blind box?

A blind box (or mystery box) is a closed box containing one figure picked from a series, and you don’t know which one until you open it. The customer knows the series and the list of characters, but not the one they will get. The fun comes from the surprise, the collection to complete and trading between collectors.

For a brand, it is a powerful format: it creates repeat purchases (people buy again to complete the set), conversation (people show off what they found) and value around a character.

How many characters should you plan?

It is a balance:

• too few characters, and the series is completed quickly;
• too many, and it becomes discouraging… and expensive, because each character needs its own moulds.

For EQSO The Crew, we chose six regular characters (Skully, Vandal, Purple, Cherry, Supagreen and Cyclo) and one secret figure. Six is also the number of boxes in a display, which makes it possible to guarantee a complete display with no duplicates.

The consistency of the series matters as much as the number: the same base silhouette, the same universe, but colours, accessories and attitudes different enough for each figure to be recognisable at first glance.

How does a chase figure work?

A chase figure is a rare figure collectors “chase”. It can be:

• a secret character, shown only as a silhouette on the box;
• a rare variant of an existing character: another colour, a metallic or glow-in-the-dark finish…

Its ratio sets how rare it is. In The Crew, the secret figure has 1 chance in 100 of appearing in a box. The lower the ratio, the more sought-after the chase… and the greater the potential frustration: you need to find the right balance for your audience.

How do you calculate the odds?

Element	Rule	EQSO The Crew example
Regular character	1 ÷ number of regular characters	1 chance in 6
Secret figure	Number of secrets ÷ total number of boxes	1 chance in 100
Full display	One of each regular character	6 boxes, no duplicates

For the secret figure’s ratio to hold, the factory distributes the secret figures through production according to a precise plan. This packing plan is as important as the moulds. Show the ratios honestly: collectors check them, and trust is part of the value of your series.

How do you design the box and the display?

The mystery box has to be identical for every character (otherwise there is no surprise), while still telling the story of the universe. On The Crew, the box shows the gang of six characters, the silhouette of the secret figure, the ratios and the EQSO visual identity.

The display groups the boxes (six in our case) in a counter display ready to sit in a shop. It also works as a “full set” offer for collectors who want the whole series at once.

The extras: collector card, sticker, booklet listing the characters… They extend the experience when the box is opened.

How is a blind box produced?

1. Series design and approval of the characters.
2. 3D modelling of each character, designed for production.
3. 3D-printed prototypes, to check readability at small size (our figures are about 8 to 9 cm tall).
4. Moulds and pre-production samples for each character.
5. Production and painting.
6. Packing according to the distribution plan: the right figure in the right box, the right mix in each display.
7. Quality control, then shipping.

Quantities, lead times and costs are higher than for a single figure, because everything is multiplied by the number of characters. See our guide to the minimum order quantity for custom figures.

Which rules apply?

If your blind box may be bought for children, the figures are toys: EN 71 and CE marking in the EU, the UK toy rules in Great Britain, ASTM F963 and the CPSIA in the United States, with particular attention to small parts. If it is aimed at collectors, the age warning must be visible. Everything is explained in our guide to figure safety standards: EN 71, CE, UKCA and ASTM F963.

Which mistakes should you avoid?

1. Characters that look too alike: nobody knows which one they got.
2. An impossible-to-find chase: too rare, it discourages instead of exciting.
3. Forgetting the packing plan: without it, no display without duplicates.
4. Figures too small for their details: check readability on the prototype.
5. Odds not shown: transparency is part of the deal with collectors.

Our experience

The whole story of our series, from character design to the display, is told in the EQSO The Crew case study. And if you want your own series, discover our custom blind box offer, or all our custom figure design and production services for brands.