Seizing the opportunity to get rich by selling Baby Three, the hunter explains the reason for his obsession with "baby three"

After the Labubu fever, the toy market once again "exploded" with the trend of hunting for Baby Three dolls. Within just one month, the Baby Three trend created a "gold rush" in the toy market, earning tens of billions of VND in revenue.

The collectible toy market in Vietnam is currently witnessing the explosion of a new trend called "Baby Three", attracting strong attention from young people and those who love surprises. Known as a product from China, Baby Three is a "blind box" toy line, in which the buyer will not know which model will appear until opening the box.

Baby Three quickly became a phenomenon on e-commerce platforms such as Shopee and TikTok Shop, with Vietnamese consumers spending up to VND8.8 billion in just one month (October 15 - November 15), buying nearly 38,000 dolls. This marked the strong development of this market, with online transactions growing dramatically, up to 105% compared to the previous month.

Not limited to online shopping sites, Baby Three has also entered the sidewalks, where retailers are bustling to sell these blind boxes on major streets in Ho Chi Minh City. Part of the reason for the success of this toy line is the thrill and excitement of players when "unboxing" on the spot, especially when the product has limited editions or rare models, bringing a "one-of-a-kind" experience to customers.

According to a survey, the price of Baby Three blind boxes sold on the sidewalk ranges from 200,000 to 500,000 VND, slightly more expensive than the online price, but still attracts many buyers because of the direct experience factor. Ms. Minh Hieu, a new customer who bought a Baby Three doll, shared: "The feeling of opening the box is really interesting, I bought three dolls in a row in just two days because I like the surprise it brings."

The special feature of Baby Three is that the dolls have round faces with cute expressions and big eyes, while each product has a distinct scent, increasing the appeal and uniqueness. In addition, the reasonable price and diversity in the collections are also factors that make this product easily conquer consumers. While other toy lines may encounter counterfeit and fake products, Baby Three still maintains stable quality, making it easy for collectors to recognize which products are genuine.

The media element cannot be ignored, with the participation of influencers and celebrities, such as Miss Thuy Tien, singers Erik and JSOL, who opened Baby Three blind boxes in livestream videos. These unboxings attracted millions of views, contributing to amplifying the appeal of the product. Many people even hunted for limited edition models, such as giant-sized dolls that cost up to millions of VND.

The strong development of this trend is not only in the Vietnamese market but also in Southeast Asian countries, with the global blind box toy industry forecast to reach a value of up to 14.2 billion USD this year. According to a report by Cognitive Market Research, Southeast Asian consumers will spend about 226 million USD on blind box toy products and this growth is expected to continue sustainably in the coming years.

While Baby Three may not be around forever, the blind box toy industry as a whole is expected to maintain strong growth momentum. As more people seek toys that are both beautiful and surprising, the blind box toy market will continue to grow and expand into new customer segments in the future.

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