What's a Blind Box and Why Are Big Brands Following the Trend?

The “blind box” trend is where consumers purchase a mystery box, not knowing what’s inside, with the hopes of hitting it big. Now major brands including Crocs and NYX Cosmetics are cashing in on the $20 billion industry.

Reporting for TODAY, NBC’s business correspondent Brian Cheung breaks down the craze behind these nostalgic surprise treats that range from novelty toys to snacks, books, makeup, plants and more.