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Star Wars toys on show in YouTube unboxing marathon Star Wars toys on show in YouTube unboxing marathon
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Disney is hosting an 18-hour marathon Star Wars toy unboxing.Disney is hosting an 18-hour marathon Star Wars toy unboxing.
Toys tied in to the forthcoming release of Star Wars: The Force Awakens, the latest instalment of the science-fiction juggernaut, have been unwrapped and demonstrated on YouTube. Toys tied in to the forthcoming release of Star Wars: The Force Awakens, the latest instalment of the science-fiction juggernaut, are being unwrapped and demonstrated on YouTube.
The entertainment giant joins a growing list of companies using unboxings to demonstrate their wares. Amateurs have posted unboxing videos onto Google's video service almost since its inception.
Unboxing videos have grown rapidly in popularity, especially for toys. However, Disney's action highlights how the activity is being adopted by the companies that make and sell the goods.
One of the most popular YouTube channels is FunToyzCollector, which shows a pair of elegantly manicured hands demonstrating playthings. The toys are not only taken out of the box, but shown from a variety of angles, and played with. Clips of toys being unpackaged and played with have proven to be particularly popular on YouTube.
It has had more than 7.7 billion views since launching, and this week alone had more than 75 million views. One of the site's most popular channels is FunToyzCollector, a four-year old account that shows products being held up by an elegantly manicured pair of hands from a variety of angles.
One video that examines a Playdoh product in great depth has had more than 337 million views. It has clocked up more than 7.7 billion views since launching, and this week alone attracted more than 75 million clicks.
On Thursday Disney's Star Wars unboxing kicked off in Sydney, followed by YouTube broadcasts from around the globe, prior to the release of the toys in shops at midnight. Its most popular video highlights a Play-Doh tie-in with Disney's Frozen movie, which has gained more than 337 million views alone since July 2014.
The Star Wars unboxing event kicked off in Sydney, followed by YouTube broadcasts from around the globe, prior to the release of the toys in shops on Friday.
Why on earth would you want to sit and watch people opening boxes of toys for 18 hours?Why on earth would you want to sit and watch people opening boxes of toys for 18 hours?
Unboxing videos are undeniably popular - out of the top 25 most viewed YouTube channels five are dedicated to the activity.Unboxing videos are undeniably popular - out of the top 25 most viewed YouTube channels five are dedicated to the activity.
Along with DisneyCollectorBR, there's It'sBabyBigMouth, which focuses on unwrapping Kinder eggs and building the toys, BluCollection, HobbyKidsTV and another toy-fixated channel - DisneyCarToys.Along with DisneyCollectorBR, there's It'sBabyBigMouth, which focuses on unwrapping Kinder eggs and building the toys, BluCollection, HobbyKidsTV and another toy-fixated channel - DisneyCarToys.
Social media expert Tom Cheesewright says the attraction is partly to do with the vicarious thrill of seeing someone open a brand new product.Social media expert Tom Cheesewright says the attraction is partly to do with the vicarious thrill of seeing someone open a brand new product.
"There's the first-person hands in front of you - it seems you're there. You're seeing it unwrapped first," he says."There's the first-person hands in front of you - it seems you're there. You're seeing it unwrapped first," he says.
Google says that the sense of anticipation can be a key factor. For many children it has become the modern equivalent of leafing through a toy catalogue, and the clips can hold more interest than cartoons or other uploaded programming.
For marketers the idea of having their target audience watching and then rewatching lengthy clips rather than short commercials that speed by has obvious appeal.
Who watches this stuff?Who watches this stuff?
According to Google Consumer Surveys data, 62% of people who watch unboxing videos are looking into a certain product. According to Google Consumer Surveys data, 62% of people who watch unboxing videos are those researching a certain product.
Clothing, lipstick, food, and even bras also get the unboxing treatment. Its Trends analytics page also suggests that people in India, Pakistan and Sri Lanka are particularly likely to search for the term.
Lingerie firm Adore Me, which aims to become a competitor to Victoria's Secret, did an unboxing TV ad based on YouTube "to appeal to millennials", Business Insider reported. One of the earliest examples of an unboxing video upload is from 2006 when an American gamer unpacked a PlayStation 3 delivered from Japan. It was of interest to others because the console had yet to go on sale in the US.
Toy unboxing videos let children look at an online toy catalogue - and let marketers get their teeth into a younger age group. Tech products - especially smartphones - remain a popular topic.
But today, clothing, lipstick, food, and even bras also get the treatment.
Lingerie firm Adore Me is one company that has taken notice.
It recently broadcast a TV advert inspired by the activity which it said was intended to broaden its appeal with "millennials" - people born in the 1980s or later.
According to Google, 34% of the views for unboxing videos related to food, electronics, toys and beauty and fashion happen from October to December - in the run-up to Christmas.According to Google, 34% of the views for unboxing videos related to food, electronics, toys and beauty and fashion happen from October to December - in the run-up to Christmas.
It would take more than seven years to watch all the videos on YouTube with "unboxing" in the title that were uploaded in 2014, Google says.It would take more than seven years to watch all the videos on YouTube with "unboxing" in the title that were uploaded in 2014, Google says.
Why are big companies like Disney getting involved?Why are big companies like Disney getting involved?
Unboxing videos can be real moneyspinners. Last year, Disney paid almost $1bn (£660m) for YouTube channel Maker Studios. Later in the year, Maker Studios signed five toy review channels.Unboxing videos can be real moneyspinners. Last year, Disney paid almost $1bn (£660m) for YouTube channel Maker Studios. Later in the year, Maker Studios signed five toy review channels.
Unboxing videos have mushroomed into a global phenomenon, with unboxing sites getting millions of dollars in ad revenue - but that evolution wasn't planned or predictable.Unboxing videos have mushroomed into a global phenomenon, with unboxing sites getting millions of dollars in ad revenue - but that evolution wasn't planned or predictable.
"They naturally snowballed," Mr Cheesewright says - and that snowball shows no signs of slowing down."They naturally snowballed," Mr Cheesewright says - and that snowball shows no signs of slowing down.