If you’ve spent five minutes near a child with an iPad lately, you’ve heard it: the crinkle of plastic, the high-pitched "Oh my gosh, guys!", and the slow-motion reveal of a piece of molded plastic that will inevitably end up under your sofa.

Unboxing videos are a massive subgenre of YouTube where creators—ranging from toddlers like Ryan’s World to adults with suspiciously pristine manicures like CookieSwirlC—open toys, blind bags, and subscription boxes.

It sounds boring to us, but for a kid, it’s digital catnip. It’s currently one of the most-watched categories for children ages 3 to 9, with some channels pulling in billions of views. It’s not just "entertainment"; it’s a highly engineered psychological experience.

It’s easy to write this off as "brain rot," but there’s actual science behind why your seven-year-old is mesmerized by someone opening a L.O.L. Surprise! ball.

The transition from "this is fun to watch" to "I am going to have a meltdown in the Target aisle if I don't get this" is incredibly short. This is the "I Want That" effect.

In traditional TV, commercials were distinct breaks. In unboxing videos, the entire video is the commercial. There is no line between entertainment and advertisement. When MrBeast gives away a literal warehouse of electronics or a creator does a "huge haul" of Squishmallows, it resets the child's baseline for what is "normal" to own.

At this age, kids can’t distinguish between a review and an ad. They see a toy, they want the toy. The "blind bag" mystery is especially potent here because they lack impulse control. Strategy: Limit these channels entirely. Stick to narrative shows like Bluey or Puffin Rock where the "merch" isn't the star of the show.

This is peak unboxing age. They are obsessed with "completing the set." They might start talking about "rare" or "ultra-rare" items—language designed by toy companies to keep them buying. Strategy: Use this as a media literacy lesson. Read our guide on teaching kids about YouTube advertising.

By middle school, unboxing evolves into "Hauls" or "Get Ready With Me" (GRWM) videos. It’s less about toys and more about Sephora skincare or Lululemon outfits. The "I Want That" effect shifts from play to social status. Strategy: Discuss the "Influencer" economy. Ask them: "Why do you think this person is showing us $500 worth of skincare? Do you think they bought it, or were they paid to make you want it?"

The best way to fight the "I Want That" effect is to move from passive consumption of stuff to active engagement with skills.

Instead of just opening a box, Rober shows how things are built. It’s high-energy and "viral" in style, but it leaves kids wanting to build a glitter bomb or a squirrel obstacle course rather than just buying a plastic trinket.

This is the gold standard for "doing" vs. "watching." They provide step-by-step drawing tutorials. When the video ends, your kid has a drawing they made, not a list of things they want you to buy.

While Minecraft has its own marketplace, the core loop is about building. Watching a "build challenge" video is far more productive than watching a toy unboxing because it inspires them to go into their own world and create.

A great way to talk about the difference between "following the instructions" (buying the kit and keeping it perfect) and "Master Building" (using what you have to create something new).

Check out our guide on the best creative apps for kids

You don't have to be the parent who bans YouTube entirely, but you can change the conversation.

Unboxing videos aren't "evil," but they are a form of high-octane marketing that bypasses a child's logical brain and goes straight for the reward center. They turn our kids into "viewers" instead of "doers."

By shifting their content diet toward creators who make things and by being transparent about how these videos are designed to make us feel, you can neutralize the "I Want That" effect.

Your bank account—and your living room floor—will thank you.

Ask our chatbot about how to set up YouTube parental controls