Why Are We Obsessed With 'Unboxing' Videos?

Of the many videos recently uploaded to YouTube, the one above caught our eye. Titled "Num Noms Ice Cream Sundae Sampler Surprise Set with Disney Frozen Fever Birthday Anna Elsa NumNoms," the video features a woman's hands, their elaborately lacquered nails featuring Minnie Mouse, opening a box of toys as her high-pitched voice lyrically guides her viewers—most of whom can barely speak themselves—through the components of the set.

"Time to make an awesome ice cream," she coos, as she piles the plastic bits, called NumNoms, into a plastic cone, waving each piece into a totem pole of sorts. "How tall can we go?" 

Welcome to the world of "unboxing," where products get unwrapped and torn from their packages and shown to an online audience. These videos take after the "haul videos" from earlier this decade, in which adults showcase the stuff they buy during a shopping spree, and the “geekporn” videos that cram the Internet immediately after a new version of a phone or other coveted personal tech comes out.

But unboxing videos are a little different: They portray adults unwrapping children's toys, often with a disembodied voice that sounds as if the narrator is playing with the child. Others choose music instead of voice overs. All focus on the big reveal, which can come many times in a single video, especially when it comes to objects like Kinder Eggs.

And before you dismiss this phenomenon as just another weird trend indicative of our digital obsessions, consider this: unboxing videos routinely take a few of the top 10 spots on most-viewed YouTube watchlists, among the music videos from international superstars and the latest viral prank. There’s clearly something alluring about this unwrapping-by-proxy for millions of people. What is it?

Unboxing video stars are notoriously difficult to reach and private. As the New York Times reported, the star of the above-cited video is Melissa Lima, a.k.a. DisneyCollector or FunToyzCollector, an allegedly 20-something Brazilian native who now lives in Westchester, New York, and may be worth millions thanks to ad revenue and endorsement deals from her videos. One of her most popular videos, “Angry Birds Toy Surprise Jake and the Never Land Pirates Disney Pixar Cars 2 Easter Egg SpongeBob” (unboxing videos rely on keyword searches and often feature dense titles that may not be poetic but are efficient in driving traffic), has garnered more than 106 million views.

But mental_floss spoke to unboxing star Melissa Hunter, a 48-year-old mother who, with her now 12-year-old daughter Gracie, launched the YouTube channel Mommy and Gracie in June 2012. The series features the slapstick, often klutzy duo unboxing toys—predominantly dolls—and reviewing them. The Hunters started the series on a whim and have become quite successful, garnering 587,000 subscribers and 295 millions views (and about 17 million per month). They’ve become a household name, particularly among moms and kids, who range in age from toddlers to tweens.

In November, the Hunters attended the Chicago Toy and Game Fair as special guests and unboxed toys for an hour during an event billed as the world's largest and possibly first livestreaming of unboxing.

Hunter suspects the reason why her unboxing videos are so popular is that they feature both her and her daughter sharing a spirit of curiosity and play. When she was a child, her father spent hours playing with her—a luxury of time many parents can't afford today.

But while Hunter understands how her videos may fill a gap, she’s not necessarily entirely comfortable with it. Her most ardent fans are toddlers who can barely speak. Hunter cites numerous children who’ve come up to her and called her “Mommy” while their parents look on quizzically. “It’s concerning to know that these kids are watching me and my daughter and their parents have no idea what they’re watching,” she tells mental_floss. She’s not alone in her concern; many parents say they are mystified by how bedazzled their children are by unboxing videos.

Perhaps they shouldn’t be so surprised. Hunter gave a talk in New York City in November at StreamCon, a new conference for digital content producers, about why toddler-aimed unboxing videos are solid business. She cited some astonishing statistics: 25 percent of children under the age of 2 in the U.S. have their own tablet, and 80 percent of parents give their device to their child aged 0–2. A look at Google Trends shows that unboxing as a search term has spiked, and not just in America: Countries in South Asia are leading the pack in terms of interest, with tech unboxings aimed at adults being the most popular. 

Psychologists don't think unboxing necessarily has a bad impact on kids—or adults. Pamela Rutledge, director of the Media Psychology Research Center, which studies how people interact with media across platforms, thinks unboxing videos feed into a primal curiosity and desire to know what's hidden inside something. The desire to be surprised might be part of our essential makeup.

"The human brain is wired to be curious," she says. "What's in stuff? What's behind stuff? We have a natural proclivity to know."

Rutledge says the unboxing phenomenon isn't new: she points to gumball machines spitting out toys, cereal boxes with surprise gadgets, and popsicles that reveal a joke or quote on the stick only once they’re eaten up. 

This element of surprise has a couple of uses for us, and it varies by age. Consider a toddler watching an unboxing video. They watch a box being taken apart or a plastic egg being opened. Fingers grab the product inside, toy with it, fit it in shapes or assemble parts together. Rutledge says that for the very youngest viewers, unboxing videos can act as both a cognitive experience and a reassurance mechanism.

"For younger kids, they'll watch unboxing videos repeatedly, the way they like to have stories told to them repeatedly," explains Rutledge, herself a mother of six. It's comforting for kids to see the same “surprise” come out from packaging, even though they know what’s inside.

As kids grow older, the element of surprise becomes more of an exploratory event, Rutledge says. Tween, teen, and adult tech geeks who are transfixed by unboxing videos are often looking to buy the product themselves.

"They're sort of how-to videos,” Rutledge says. “You're imagining yourself go through the process [of opening the box]. In contrast to advertisements, these are real."

It's easy to dismiss unboxing videos as more proof of our digital lives being dictated by the Internet, but Rutledge argues that these videos—as well as other online games that have risen in popularity among children—shouldn't be cast aside as silly or brain numbing.

"We have a negative understanding of vicarious in our society—that you're not doing your own living,” she says. Unboxing, she says, “is a different thing. It's more of an exploratory learning process."

“For kids, handing them a toy ice cream parlor [for example]—it's already done the work for you. There's no imagination, no building, thinking, creativity, or problem solving,” she continues. “With these videos and other games, there's learning: How are they putting it together? How are they using the Play-Doh? How are they making different creations?"

Screenshots from FunToyzCollector, YouTube

13 Father's Day Gifts for Geeky Dads

Amazon/Otterbox/Toynk
Amazon/Otterbox/Toynk

When in doubt, you play the hits. Watches, flasks, and ties are all tried-and-true Father’s Day gifts—useful items bought en masse every June as the paternal holiday draws near. Here’s a list of goodies that put a geeky spin on those can’t-fail gifts. We’re talking Zelda flasks, wizard-shaped party mugs, and a timepiece inspired by BBC’s greatest sci-fi series, Doctor Who. Light the “dad” signal ‘cause it’s about to get nerdy!

1. Lord of the Rings Geeki Tikis (Set of Three); $76

'Lord of The Rings' themed tiki cups.
Toynk

If your dad’s equally crazy about outdoor shindigs and Tolkien’s Middle-earth, help him throw his own Lothlórien luau with these Tiki-style ceramic mugs shaped like icons from the Lord of the Rings saga. Gollum and Frodo’s drinkware doppelgängers each hold 14 ounces of liquid, while Gandalf the Grey’s holds 18—but a wizard never brags, right? Star Wars editions are also available.

Buy it: Toynk

2. Space Invaders Cufflinks; $9

'Space Invaders' cufflinks on Amazon
Fifty 50/Amazon

Arcade games come and arcade games go, but Space Invaders has withstood the test of time. Now Pops can bring those pixelated aliens to the boardroom—and look darn stylish doing it.

Buy it: Amazon

3. Legend of Zelda Flask; $18

A 'Legend of Zelda' flask
Toynk

Saving princesses is thirsty work. Shaped like an NES cartridge, this Zelda-themed flask boasts an 8-ounce holding capacity and comes with a reusable straw. Plus, it makes a fun little display item for gamer dads with man caves.

Buy it: Toynk

4. AT-AT Family Vacation Bag Tag; $12

An At-At baggage tag
ShopDisney

Widely considered one of the greatest movie sequels ever made, The Empire Strikes Back throws a powerful new threat at Luke Skywalker and the Rebellion: the AT-AT a.k.a. Imperial Walkers. Now your dad can mark his luggage with a personalized tag bearing the war machine’s likeness.

Buy it: ShopDisney

5. Flash Skinny Tie; $17

A skinny Flash-themed tie
Uyoung/Amazon

We’ll let you know if the Justice League starts selling new memberships, but here’s the next best thing. Available in a rainbow of super-heroic colors, this skinny necktie bears the Flash’s lightning bolt logo. Race on over to Amazon and pick one up today.

Buy it: Amazon

6. Captain America Shield Apron; $20

A Captain America themed apron
Toynk

Why let DC fans have all the fun? Daddy-o can channel his inner Steve Rogers when he flips burgers at your family’s Fourth of July BBQ. Measuring 31.5 inches long by 27.5 inches wide, this apron’s guaranteed to keep the cookout Hydra-free.

Buy it: Toynk

7. Doctor Who Vortex Manipulator LCD Leather Wristwatch; $35

A Doctor Who-themed watch
Toynk

At once classy and geeky, this digital timepiece lovingly recreates one of Doctor Who’s signature props. Unlike some of the gadgets worn on the long-running sci-fi series, it won’t require any fancy chronoplasm fuel.

Buy it: Toynk

8. Wonder Woman 3-Piece Grill Set; $21

Wonder Woman three-piece gill set
Toynk

At one point in her decades-long comic book career, this Amazon Princess found herself working at a fast food restaurant called Taco Whiz. Now grill cooks can pay tribute to the heroine with these high-quality, stainless steel utensils. The set’s comprised of wide-tipped tongs, a BBQ fork, and a spatula, with the latter boasting Wonder Woman’s insignia.

Buy it: Toynk

9. Harry Potter Toon Tumbler; $10

Glassware that's Harry Potter themed
Entertainment Earth

You can never have too many pint glasses—and this Father’s Day, dad can knock one back for the boy who lived. This piece of Potter glassware from PopFun has whimsy to spare. Now who’s up for some butterbeer?

Buy it: EntertainmentEarth

10. House Stark Men’s Wallet; $16

A Game of Thrones themed watch
Toynk

Winter’s no longer coming, but the Stark family's propensity for bold fashion choices can never die. Manufactured with both inside and outside pockets, this direwolf-inspired wallet is the perfect place to store your cards, cash, and ID.

Buy it: Toynk

11. Mr. Incredible “Incredible Dad” Mug, $15

An Incredibles themed mug
ShopDisney

Cue the brass music. Grabbing some coffee with a Pixar superhero sounds like an awesome—or dare we say, incredible?—way for your dad to start his day. Mom can join in the fun, too: Disney also sells a Mrs. Incredible version of the mug.

Buy it: ShopDisney

12. Star Wars phone cases from Otterbox; $46-$56

Star Wars phone cases from OtterBox.
Otterbox

If your dad’s looking for a phone case to show off his love of all things Star Wars, head to Otterbox. Whether he’s into the Dark Side with Darth Vader and Kylo Ren, the droids, Chewbacca, or Boba Fett, you’ll be able to find a phone case to fit his preference. The designs are available for both Samsung and Apple products, and you can check them all out here.

Buy it: Otterbox

13. 3D Puzzles; $50

3D Harry Potter puzzle from Amazon.
Wrebbit 3D

Help dad recreate some of his favorite fictional locations with these 3D puzzles from Wrebbit 3D. The real standouts are the 850-piece model of Hogwarts's Great Hall and the 910-piece version of Winterfell from Game of Thrones. If dad's tastes are more in line with public broadcasting, you could also pick him up an 890-piece Downton Abbey puzzle to bring a little upper-crust elegance to the homestead.

Buy it: Hogwarts (Amazon), Winterfell (Amazon), Downton Abbey (Amazon)

At Mental Floss, we only write about the products we love and want to share with our readers, so all products are chosen independently by our editors. Mental Floss has affiliate relationships with certain retailers and may receive a percentage of any sale made from the links on this page. Prices and availability are accurate as of the time of publication.

Tear Gas vs. Pepper Spray: What’s the Difference?

This is probably pepper spray.
This is probably pepper spray.
Siberian Photographer/iStock via Getty Images

Pepper spray and tear gas are both non-lethal irritants that cause extreme burning of the eyes, nose, and throat—but there are a few key differences between the two substances.

For one, they’re created from different chemicals. According to biohazard remediation company Aftermath, the active ingredient in pepper spray is oleoresin capsicum, which comes from the compound that makes hot peppers so hot: capsaicin. If you’ve ever accidentally rubbed your eyes after chopping a chili pepper, you’ve gotten a very tiny taste of what it’s like to be sprayed with pepper spray. Tear gas, on the other hand, contains 0-Chlorobenzylidenemalononitrile (CS), 2-chlorobenzalmalononitrile (CN), or a similar artificial chemical. At room temperature, both of those chemicals are powdery solids, not gases—they’re mixed with liquids or gases so they can be dispersed in the air.

Delivery methods differ, too. Pepper spray often comes in an aerosol can, which shoots it in a stream, a mist, or some other relatively direct path (though it’s also available as a gel or foam). As the Berkeley Science Review explains, tear gas is mainly dispersed with a grenade, which releases the substance over a wide area when it explodes. Since the grenades can cover so much ground, law enforcement officers are more likely to use tear gas to try to break up a crowd, and civilians are more likely to carry pepper spray as a personal safety measure.

The immediate effects of the two substances are similar—burning sensation in mucous membranes, rise in blood pressure, difficulty breathing, runny nose, etc.—but tear gas can also cause nausea and vomiting in higher concentrations.

For more on tear gas, including what to do if you’re exposed to it, head here.

[h/t Aftermath]