Abstract:  Blind box sales, the innovative way of selling goods, whether it is in brick-and-mortar stores or online e-commerce platforms, are loved by young people. The novelty and fun of blind boxes have brought new marketing ideas to operators, and injected new impetus into the vigorous development of China’s economy. Even the blind box economy is formed. However, while the blind box economy is expanding, it also exposes some legal risks, resulting in some social hazards, such as lack of product quality guarantee, weak protection of consumer rights and interests and the existence of gambling risks. Therefore, how to resolve the legal regulatory dilemma of blind box sales is a problem that must be faced and solved in the developing process of the blind box economy.

Key words:  blind box, blind box economy, legal nature, consumer rights and interests, legal regulation