It was originally called “unboxing” and it’s not new. Tech nerds have been watching online videos of other people open and try out products for more than fifteen years. YouTube coming in 2005 aided in a surge in popularity in the unboxing genre, which is now one of the most popular categories on the video streaming site. What has taken parents by surprise recently is how much their own children like to watch other kids play with toys on YouTube.
Companies are lining up to have kids play with their products on their YouTube channels and many of these channels are receiving marketing deals to add to their hundreds of thousands of dollars per month of ad revenue from YouTube itself. One such channel, “FunToys Collector Disney Toys Review” has more than ten million subscribers and is estimated to have made over $550,000 so far in 2018. Often (but not always,) these YouTube stars are often given toys to open for free. They usually have to post a notice that they received products for the video, but viewers don’t care. They just want to see what the latest toy can do outside the box.
These videos can serve a purpose, however. They allow us to see what products are like before we buy them. Many people admit to watching review videos online before deciding to make a purchase. We read Amazon reviews to help us decide which vacuum we want to get. These toy videos can help parents weed out toys their kids may think they are interested in until they see them unboxed and used. Unboxing is one thing, but what about watching other kids play with the toys, is that weird?

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Our desire to see people use things we don’t have isn’t reserved only for children. We watch reality shows about the drama in the lives of the richest members of our society. There are entire channels dedicated to people buying extravagant homes and their popularity is driven by the desire to see others who have what we cannot or have not attained. We sit and watch shopping infomercials, never buying anything, but watching how the items can be used. Lets Play videos and eSports also speak to this need, allowing video game fans watch games perform at higher levels and maybe even play games that fans aren’t able to get their hands on right away. It’s a form of entertainment and it meets what some psychologists say are critical instincts that are within all of us.
Memetic Desire
At the risk of sounding like a neuroscience and psychology nerd, I’d like to explain some of the instinctual foundations of our love for unboxing and product demo videos. Memetic desire is the type of longing that comes from seeing someone else enjoy something. When you order the salad and your date orders the cheeseburger and you just have to have a bite is an example of memetic desire. The burger didn’t sound good when you were ordering but seeing your date enjoy it made it irresistible. The popularity of these videos is likely due in great part to our memetic desire. Watching someone open up the next iPhone will create in us the desire to obtain that device for ourselves. It’s normal, and it isn’t even too bad of a thing as long as it doesn’t turn to jealousy.
Memetic desire can breed discontentment. For this reason we should be careful with what attitude our kids enjoy these unboxing videos. Are they loving watching someone else play and use their imagination? That’s all well and good. If they are watching and then demanding that you allow them to go purchase that toy, there is the problem. There haven’t been any studies to ascertain any danger to allowing your kids to watch unboxing and product review videos. If there is any risk, it’s likely based on the personality and behavior of your child.
The best advice that experts give is for you to monitor and limit screen time. Whether they are watching someone play a video game, playing a game themselves, watching toy demos, or even watching a PBS show about math, too much screen time rewires the brain in an unhealthy way and should be avoided. If your kids are watching these video too much, the reason is simple. You are allowing them to do so. You can be the parent, use your knowledge of what these videos are all about and the amount of screen time that is healthy (usually an hour or less per day) to set boundaries for your kids. Use tools like unGlue or Accountable2You to keep track of the time spent on their devices. Take responsibility for your children’s online activity and you’ll create a safer and healthier environment for them to grow in.














