Sending random stuff to a blind guy has never been so much fun! The majority of stuff from this unboxing came within a huge ...

If you've seen the toy during a Target run or stumbled across TikTokers unboxing “mini balls”, you might be wondering: What are Mini Brands balls?

Take Ryan’s Toy Reviews, for example. The channel, which features videos of 4-year-old Ryan unboxing and playing with toys, launched in 2015 and now has more than 5.4 million followers.

That’s because toy unboxing has become a big business on YouTube. The odd — and hugely popular — phenomenon attracts millions of eyeballs.

Unboxing videos that cater to children are a massive industry online. Kids unboxing accounts frequently rank in the top tier of YouTube channels with the most views.

The global social media phenomenon of toy unboxing is causing concern for parents and other child welfare advocates. Now new research recommends regulation to address it.

Millions of kids are watching toy unboxing videos in the run-up to Christmas. Should parents be concerned?