Tony’s Chocolonely Drops Mystery Box Giveaway In The U.S., Tapping Into Global Blind Box Trend
Tony’s Chocolonely, the Amsterdam-based ethical chocolate company, is leaning into one of 2025’s hottest consumer engagement trends: the mystery box drop. The brand announced a giveaway exclusively for its “Chocolate Club” community in the United States, where 10 fans will receive surprise boxes packed with limited-edition Tony’s bars, its newly launched flavor, branded merchandise, and a DIY kit to host an at-home Chocolate Club night.
The twist: winners won’t know which DIY kit they’ll get, with options ranging from design-your-own Tony’s wrappers to other creative, hands-on experiences. Winners will be randomly chosen on September 18, with announcements made through Tony’s broadcast channel.
Expanding Brand Equity Through Gamified Engagement
This marks Tony’s first large-scale play into the collectible “blind box” phenomenon, a trend pioneered by toy brand Pop Mart’s cult-favorite Labubu “blind boxes.” The approach has already caught on in the chocolate confectionery space, with collaborations like Godiva x Labubu icy treats, KitKat x Pop Mart blind boxes, and Indonesia’s Krakakoa mystery box drop earlier this year. Tony’s is now extending the hype into the U.S. chocolate market, using exclusivity and gamification to energize its fan base.
Tony’s Chocolonely remains a niche player in the U.S. chocolate market. While it commands only a small share of the market compared to heritage giants, its strength lies in its ethical positioning and bold marketing. The new mystery box campaign could help solidify its identity among younger, trend-driven demographics, especially Gen Z, who are familiar with mystery box culture and value brand experiences as much as the product itself.
Beyond this campaign, Tony’s has consistently leaned on storytelling, ethical sourcing, and limited-edition launches to reinforce its distinctiveness. Recent activations, from flavor drops to playful brand tie-ins like its Espresso MarTony glass giveaway with Kahlúa, highlight how Tony’s continues to find fresh ways to engage fans.
By contrast, U.S. market leaders like Hershey’s and Mars enjoy dominant distribution networks and strong brand loyalty, with Hershey’s and Reese’s together controlling a significant portion of the chocolate category. Hershey’s has been especially aggressive this year, introducing collaborations with Pokémon, seasonal innovations tied to Peanuts®, and limited-edition cinnamon toast-flavored Kisses. Reese’s, meanwhile, continues to experiment with mashups—Oreo, Red Velvet, and seasonal sprinklesun—underscoring how major players keep refreshing their portfolios to maintain dominance in a crowded market.