The blind box business has developed rapidly. As a new kind of consumption，the blind box economy is exposed to consumption risks and has difficulties in marketing and legal regulation. Therefore，we must first pay attention to the cause of the rise of the blind box economy，which mainly comes from the changes in consumption patterns and consumptive decision-making mechanisms and the inducement of the unique marketing methods of blind boxes to consumer psychology. Secondly，it is necessary to clearly define the legal nature of the blind box and the essential attributes of the blind box economy，which is a key to dealing with the dilemma of legal regulation. Thirdly，it is necessary to clarify the specific problems based on the economic characteristics of blind boxes，and discuss and analyze the four aspects of virtual blind box gambling behavior，marketing behavior regulation limitations，lack of quality and probability supervision，and intellectual property infringement. Finally，we should regulate the blind box economy through the introduction of rational decision-making and the correction of prejudice. It is built with a view to establishing special legal norms to regulate the blind box market，promoting supervision by strengthening the level of administration，encouraging the participation of multiple subjects，and ensuring the effectiveness of supervision.