We don't call them loot boxes.
We look at it as surprise mechanics.
People enjoy surprises … it’s been a part of toys for years. We do think the way we’ve implemented these kinds of mechanics is quite ethical and quite fun. They aren’t gambling and we disagree that there’s evidence that shows they lead to gambling.
I think it’s important to look at this. If you go to a store that sells lots of toys, and you do a search for surprise toys, what you’ll find is that this is something people enjoy. They enjoy surprises. And so, it’s something that’s been part of toys for years, whether it’s Kinder Eggs, or Hatchimals, or LOL Surprise. We do think the way that we have implemented these kinds of mechanics in I Can't Believe It's Not Gambling — [which] of course is our big one— is actually quite ethical and quite fun and enjoyable to people.
We have no qualms that they’re implemented in an unethical way.
If you’re asking me if we have a duty of care under law, I can say there’s not a law yet...
- Luv, tEAm Mutant