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The unboxing phenomenon continues to grow and with no signs of slowing down, toymakers are becoming more innovative in finding new ways to bring the elements of surprise and discovery home. From Moose Toys, makers of Shopkins and The Grossery Gang, comes Treasure X, - "the ultimate unboxing experience!" Combining several play patterns into one all-new experience, Treasure X gives kids the opportunity to rip, dig and fizz their way through 10 layers to discover the secrets hidden within - and there's a chance to find real gold-dipped treasure! It's excavation, unboxing, sensory stimulation, action figures and surprise play all in one, and ahead of the national debut of Treasure X in the U.S., The Rock Father™ and Moose Toys have teamed-up to premiere the Treasure X movie trailer! A great toy lends itself to a great story, and today we've got your first-look!

Within the past couple of years, the "blind" toy craze has been picking up steam. From blind bags and blind boxes, to mystery eggs, surprise eggs and now capsules, there's something for just about interest, and the latest toymaker to get in on the action is ZURU Toys. With licenses from Disney, the first ones to hit retail were the Disney FROZEN Capsules back in January, and the next batch that's shipping now are based some heavy-hitters from MARVEL - Ultimate Spider-man and Avengers Assemble. This is the first time I've ever received a shipment of toys direct from the factory in China, so I actually had to go to FedEx to pick them up - their arrival being a complete mystery to me as well (I had no idea they were coming). What was inside? Let's take a look at the MARVEL Capsules Assortment...