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

7 Facts About Blood

Moussa81/iStock via Getty Images
Moussa81/iStock via Getty Images

Everyone knows that when you get cut, you bleed—a result of the constant movement of blood through our bodies. But do you know all of the functions the circulatory system actually performs? Here are some surprising facts about human blood—and a few cringe-worthy theories that preceded the modern scientific understanding of this vital fluid.

1. Doctors still use bloodletting and leeches to treat diseases.

Ancient peoples knew the circulatory system was important to overall health. That may be one reason for bloodletting, the practice of cutting people to “cure” everything from cancer to infections to mental illness. For the better part of two millennia, it persisted as one of the most common medical procedures.

Hippocrates believed that illness was caused by an imbalance of four “humors”—blood, phlegm, black bile, and yellow bile. For centuries, doctors believed balance could be restored by removing excess blood, often by bloodletting or leeches. It didn’t always go so well. George Washington, for example, died soon after his physician treated a sore throat with bloodletting and a series of other agonizing procedures.

By the mid-19th century, bloodletting was on its way out, but it hasn’t completely disappeared. Bloodletting is an effective treatment for some rare conditions like hemochromatosis, a hereditary condition causing your body to absorb too much iron.

Leeches have also made a comeback in medicine. We now know that leech saliva contains substances with anti-inflammatory, antibiotic, and anesthetic properties. It also contains hirudin, an enzyme that prevents clotting. It lets more oxygenated blood into the wound, reducing swelling and helping to rebuild tiny blood vessels so that it can heal faster. That’s why leeches are still sometimes used in treating certain circulatory diseases, arthritis, and skin grafting, and helps reattach fingers and toes. (Contrary to popular belief, even the blood-sucking variety of leech is not all that interested in human blood.)

2. Scientists didn't understand how blood circulation worked until the 17th century.

William Harvey, an English physician, is generally credited with discovering and demonstrating the mechanics of circulation, though his work developed out of the cumulative body of research on the subject over centuries.

The prevailing theory in Harvey’s time was that the lungs, not the heart, moved blood through the body. In part by dissecting living animals and studying their still-beating hearts, Harvey was able to describe how the heart pumped blood through the body and how blood returned to the heart. He also showed how valves in veins helped control the flow of blood through the body. Harvey was ridiculed by many of his contemporaries, but his theories were ultimately vindicated.

3. Blood types were discovered in the early 20th century.

Austrian physician Karl Landsteiner discovered different blood groups in 1901, after he noticed that blood mixed from people with different types would clot. His subsequent research classified types A, B and O. (Later research identified an additional type, AB). Blood types are differentiated by the kinds of antigens—molecules that provoke an immune system reaction—that attach to red blood cells.

People with Type A blood have only A antigens attached to their red cells but have B antigens in their plasma. In those with Type B blood, the location of the antigens is reversed. Type O blood has neither A nor B antigens on red cells, but both are present in the plasma. And finally, Type AB has both A and B antigens on red cells but neither in plasma. But wait, there’s more! When a third antigen, called the Rh factor, is present, the blood type is classified as positive. When Rh factor is absent, the blood type is negative.

Scientists still don’t understand why humans have different blood types, but knowing yours is important: Some people have life-threatening reactions if they receive a blood type during a transfusion that doesn’t “mix” with their own. Before researchers developed reliable ways to detect blood types, that tended to turn out badly for people receiving an incompatible human (or animal!) blood transfusion.

4. Blood makes up about 8 percent of our total body weight.

Adult bodies contain about 5 liters (5.3 quarts) of blood. An exception is pregnant women, whose bodies can produce about 50 percent more blood to nourish a fetus.)

Plasma, the liquid portion of blood, accounts for about 3 liters. It carries red and white blood cells and platelets, which deliver oxygen to our cells, fight disease, and repair damaged vessels. These cells are joined by electrolytes, antibodies, vitamins, proteins, and other nutrients required to maintain all the other cells in the body.

5. A healthy red blood cell lasts for roughly 120 days.

Red blood cells contain an important protein called hemoglobin that delivers oxygen to all the other cells in our bodies. It also carries carbon dioxide from those cells back to the lungs.

Red blood cells are produced in bone marrow, but not everyone produces healthy ones. People with sickle cell anemia, a hereditary condition, develop malformed red blood cells that get stuck in blood vessels. These blood cells last about 10 to 20 days, which leads to a chronic shortage of red blood cells, often causing to pain, infection, and organ damage.

6. Blood might play a role in treating Alzheimer's disease.

In 2014, research led by Stanford University scientists found that injecting the plasma of young mice into older mice improved memory and learning. Their findings follow years of experiments in which scientists surgically joined the circulatory systems of old and young mice to test whether young blood could reverse signs of aging. Those results showed rejuvenating effects of a particular blood protein on the organs of older mice.

The Stanford team’s findings that young blood had positive effects on mouse memory and learning sparked intense interest in whether it could eventually lead to new treatments for Alzheimer’s disease and other age-related conditions.

7. The sight of blood can make people faint.

For 3 to 4 percent of people, squeamishness associated with blood, injury, or invasive medical procedures like injections rises to the level of a true phobia called blood injury injection phobia (BII). And most sufferers share a common reaction: fainting.

Most phobias cause an increase in heart rate and blood pressure, and often muscle tension, shakes, and sweating: part of the body’s sympathetic nervous system’s “fight or flight” response. But sufferers of BII experience an added symptom. After initially increasing, their blood pressure and heart rate will abruptly drop.

This reaction is caused by the vagus nerve, which works to keep a steady heart rate, among other things. But the vagus nerve sometimes overdoes it, pushing blood pressure and heart rate too low. (You may have experienced this phenomenon if you’ve ever felt faint while hungry, dehydrated, startled, or standing up too fast.) For people with BII, the vasovagal response can happen at the mere sight or suggestion of blood, needles, or bodily injury, making even a routine medical or dental checkup cause for dread and embarrassment.

You Can Now Go Inside Chernobyl’s Reactor 4 Control Room

bionerd23, YouTube
bionerd23, YouTube

The eerie interior of Chernobyl’s Reactor 4 control room, the site of the devastating nuclear explosion in 1986, is now officially open to tourists—as long as they’re willing to don full hazmat suits before entering and undergo two radiology tests upon exiting.

Gizmodo reports that the structure, which emits 40,000 times more radiation than any natural environment, is encased in what's called the New Safe Confinement, a 32,000-ton structure that seals the space off from its surroundings. All things considered, it seems like a jolly jaunt to these ruins might be ill-advised—but radiology tests are par for the course when it comes to visiting the exclusion zone, and even tour guides have said that they don’t usually reach dangerous levels of radiation on an annual basis.

Though souvenir opportunists have made off with most of the plastic switches on the machinery, the control room still contains original diagrams and wiring; and, according to Ruptly, it’s also been covered with an adhesive substance that prevents dust from forming.

The newly public attraction is part of a concerted effort by the Ukrainian government to rebrand what has historically been considered an internationally shameful chapter of the country's past.

“We must give this territory of Chernobyl a new life,” Ukraine's president Volodymyr Zelensky said in July. “Chernobyl is a unique place on the planet where nature revives after a global man-made disaster, where there is a real 'ghost town.' We have to show this place to the world: scientists, ecologists, historians, tourists."

It’s also an attempt to capitalize upon the tourism boom born from HBO’s wildly successful miniseries Chernobyl, which prompted a 35 percent spike in travel to the exclusion zone earlier this year. Zelensky’s administration, in addition to declaring the zone an official tourist destination, has worked to renovate paths, establish safe entry points and guidelines for visitors, and abolish the photo ban.

Prefer to enjoy Chernobyl’s chilling atmosphere without all the radioactivity? Check out these creepy photos from the comfort of your own couch.

[h/t Gizmodo]

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