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YouTube Unboxing Goes From Family Fun to Big Business

Three of the five most-watched YouTube channels aim squarely at the child market.

This holiday season, your kids may get some unexpected wish-list inspiration from YouTube clips of other children unwrapping Lego boxes, opening Play Doh or tinkering with Barbie playsets.

Known as unboxing videos, they’re racking up hundreds of millions of views from youngsters (and adults) strangely transfixed by the surprise inside of say, a Kinder egg. They’re also garnering increasing ad income for their creators, who give unsolicited recommendations of products from top toymakers like Mattel Inc. and Hasbro Inc.