IKEA has quietly dropped its own version of a blind box collectible - and shoppers around the world are scrambling to get their hands on one.
The unexpected release was first spotted in Hong Kong by Sydney content creator Adrian Widjy, who shared a video of the now-viral mini plushies.
Each mystery toy comes hidden inside a plush meatball - an homage to IKEA's most iconic menu item.
'IKEA blind box - it's in the shape of the iconic IKEA meatballs plushie,' Adrian said.
'When it’s flipped inside out it reveals what you actually get. This is so adorable - I got the blue shark and the heart teddy bear.
'They all come with a chain so it’s perfect as a bag charm too. The way it’s designed is so genius - I will totally treasure this,' he added.
The toys - which have also been spotted in Malaysia - haven't yet been confirmed for Australia, but fans here are already begging IKEA to bring them in.
On Adrian's post, shoppers flooded the comments with instant obsession.
IKEA has quietly dropped its own version of a blind box collectible - and shoppers around the world are scrambling to get their hands on one.
The unexpected release was first spotted in Hong Kong by Sydney content creator Adrian Widjy, who shared a video of the now-viral mini plushies.
'I need that - I love blind boxes and IKEA toys,' one person wrote.
'I need the bear and the shark! They're so perfect,' another said.
'That's so cute but I'm from Europe,' a third lamented.
IKEA's entry into the blind box world comes as the category continues to explode.
Brands like Pop Mart, Tokidoki, and Sonny Angel have built cult-like followings of collectors who will queue, trade and hunt down limited editions the moment they drop.
Blind boxes are designed around surprise and scarcity - two psychological hooks that explain why people get so 'obsessed'.
You don't know what's inside until you open it, and that moment of reveal triggers a dopamine hit that keeps collectors coming back.
For many, they're more than toys. They're collectible art, conversation pieces, and a nostalgic throwback to childhood lucky dips.
Brands like Pop Mart, Tokidoki, and Sonny Angel have built cult-like followings of collectors who will queue, trade and hunt down limited editions the moment they drop.
Pop Mart alone has spawned a global trading culture where rare figurines can resell for hundreds, even thousands.
IKEA's twist, however, is uniquely playful.
Instead of a sealed box, the toy is hidden inside a plush meatball that flips inside-out like a reversible octopus toy - a nod to the Swedish retailer's quirky sense of humour.
The company is no stranger to unexpected viral products, and collectors are already predicting the meatball blind boxes will be next.
With Australia yet to confirm release dates, fans here are watching Hong Kong and Malaysia closely - and refreshing their local stores just in case.
Whether they arrive next month or next year, one thing is certain: IKEA has tapped into a global obsession, and these tiny toys are about to become very, very hard to get.
'Unreal. If these come to Australia, I'm running to IKEA,' one shopper wrote.