Blind boxes: adorable, collectible… and unexpectedly addictive. What began as a niche hobby for toy enthusiasts has exploded into a mainstream phenomenon, popping up in stores, fast food chains, and online platforms.

But this popularity comes with a downside. Concerns over compulsive spending have prompted Singapore to consider regulations aimed at curbing the gambling-like risks of blind boxes.

If rules are introduced, can strategies like ‘demarketing’ actually help curb addiction? And is it even possible to make a product designed to be irresistible truly safe without killing its appeal?

On The Big Story, Debbie Yong speaks with Dr. Nurhafihz Noor, Senior Lecturer in Business (Marketing) at James Cook University Singapore (Singapore Campus), to find out more.