Unwrapping the unboxing craze

What is this new phenomenon of ‘unboxing’? How can we explain its increasing popularity? Guest blogger Jackie Marsh explores the attraction of ‘unboxing’ videos on social media, in an attempt to understand more fully contemporary childhoods. Jackie is Professor of Education in the School of Education at the University of Sheffield, UK. She is interested in the relationship between childhood cultures, play and literacy in the digital age.