Children across the world are becoming mesmerised by YouTube videos of people 'unboxing' toys. That's right – videos of people opening the latest Frozen doll. Or unveiling the new Hello Kitty house.

The series is called ‘The Very Serious Toy Show’ and features professionally created video content that is adding an extra touch point within the brand’s over-arching marketing strategy. So far the ...

The global social media phenomenon of toy unboxing is causing concern for parents and other child welfare advocates. Now new research recommends regulation to address it. New research examining the ...