Furniture giant IKEA has stealthily launched its own version of a blind box collectible, triggering a global scramble among shoppers desperate to secure one of the unique items.
The Viral Discovery
The unexpected release was first identified in Hong Kong by Sydney-based content creator Adrian Widjy, who shared footage of the now-viral miniature plush toys. Each mystery collectible arrives concealed within a soft plush meatball – a direct homage to IKEA's most famous food item.
"IKEA blind box - it's shaped like the iconic IKEA meatballs plushie," Adrian explained in his video. "When you flip it inside out, it reveals your actual toy. It's utterly adorable - I received the blue shark and the heart teddy bear."
He added: "They all include a chain, making them perfect as bag charms too. The design is absolutely genius - I will completely treasure this."
Global Demand and Limited Availability
While the toys have been spotted in locations like Hong Kong and Malaysia, their release in Australia remains unconfirmed. Despite this, Australian fans are already petitioning IKEA to stock them locally.
On Adrian's social media post, shoppers flooded the comments section with immediate excitement. One enthusiast wrote: "I need that - I love blind boxes and IKEA toys." Another declared: "I need the bear and the shark! They're so perfect," while a third lamented: "That's so cute but I'm from Europe."
The Psychology Behind Blind Box Mania
IKEA's foray into the blind box market arrives as this collectible category continues its explosive growth worldwide. Brands including Pop Mart, Tokidoki, and Sonny Angel have cultivated devoted followings of collectors who queue, trade and hunt limited editions immediately upon release.
Blind boxes strategically leverage surprise and scarcity – two powerful psychological triggers that explain why enthusiasts become so captivated. The uncertainty about the contents creates anticipation, and the moment of discovery releases dopamine, encouraging collectors to repeatedly purchase more.
For many aficionados, these items represent more than mere toys. They function as collectible art, conversation starters, and nostalgic reminders of childhood lucky dips. Pop Mart alone has spawned an international trading culture where rare figurines can resell for hundreds, sometimes even thousands of pounds.
IKEA's Unique Design Twist
IKEA's interpretation brings distinctive playfulness to the format. Rather than using a conventional sealed box, the toy remains hidden inside a plush meatball that reverses inside-out, similar to reversible octopus toys – a clear nod to the Swedish retailer's characteristic quirky humour.
The company already boasts a reputation for creating unexpected viral products, and collectors are predicting these meatball blind boxes will become the next must-have item.
With Australia yet to confirm official release dates, fans are monitoring situations in Hong Kong and Malaysia closely while repeatedly checking their local IKEA stores just in case.
Whether they arrive next month or next year, one reality appears certain: IKEA has successfully tapped into a worldwide obsession, and these small toys are poised to become extremely difficult to obtain. As one shopper perfectly expressed: "Unreal. If these come to Australia, I'm running to IKEA."
