Let’s take a look at another chain where you can buy anime merchandise: BoxLunch, which, despite its name, does not sell boxed lunches.
Overview
BoxLunch is an offshoot of Hot Topic that was started in 2015. Since it is owned by Hot Topic, the two chains have a lot in common. Both sell a range of licensed pop culture merchandise, sell some exclusives, tend to have list prices on the high end, are mostly located in malls, and tend to offer promotions like 20/30% off and earn $15 coupons for every $30 in purchases.
However, the two are not just the same store under different names. It has over 100 stores in 34 states, so most states only have one to three locations. That’s a fraction of Hot Topic’s 700 locations in the US and Canada. Many of these malls probably have a Hot Topic along with a BoxLunch. So how are they different?
BoxLunch Versus Hot Topic
According to the website,
“BoxLunch is a civic-minded web + brick and mortar based specialty retailer offering a curated collection of licensed and non-licensed merchandise.”
That’s where its name comes from. For every $10 spent at BoxLunch, they will donate a meal to Feeding America. Feeding America works with local food banks to give food to those who are in need.
So that is a factor in their pricing. An average T-shirt at Hot Topic is about $21-23. Similar shirts at BoxLunch are about $29. Sales are incredibly common, and in-store pricing and promotions can be different from online.
But their prices are also higher than Hot Topic’s because they are targeting a slightly different demographic. Hot Topic stores are known to be dimly lit and playing rock music. BoxLunch is normally (brightly compared to Hot Topic) lit and has a more boutique-like atmosphere. In fact, music is not even one of the categories on BoxLunch’s website. So, again, some slightly different target audiences even though they both may be reaching out to anime fans, Disney fans, 90s TV fans, etc. If Hot Topic is associated with goth culture, then BoxLunch would be associated with hipsters. Neither would be wholly correct, of course, but that is a common perception.
I do think a lot of older shoppers skip Hot Topic because it’s dark and loud, but BoxLunch won’t have these issues. As for the website, the color schemes are different, but otherwise have the same issues as Hot Topic in regards to pulling items and not having a backorder system.
Selection
For anime merchandise, BoxLunch seems to have a smaller selection than Hot Topic. I tested many popular anime series (Attack on Titan, My Hero Academia, Yuri!! On Ice, and more), and each time, BoxLunch retrieved fewer results by a significant margin (90 vs 20, 4 vs 1, etc.). Some items are similar to ones available at Hot Topic or other anime merchandise stores: shirts, figures, blankets. But BoxLunch also has some exclusives or unusual items like drinking sets, tea service for one, soup mugs, and more. The actual anime section includes a couple of non-anime merchandise (Tangled pin set). A good number of their products are tagged as exclusives (including some Funko POPs), so collectors will want to keep checking back, especially if there’s no store in your area.
Lunch Specials
BoxLunch has a free membership program called Lunch Specials. You earn $5 rewards for every $100 spent, and they will also donate an additional five meals. Members will also get special offers on occasion. If you spend $300 in a year, you will earn a $20 bonus reward, earn rewards faster, and ship orders to the 48 states for just $1. Once you earn this 5 Star Status, you will keep it for a year and will need to spend an additional $300 to keep your benefits active.
Shipping & Payments
Like Hot Topic, BoxLunch will ship orders to the store for free (minimum purchase required) or $5.99 shipping to home every day. BoxLunch, just as Hot Topic does, often has free shipping promotions like free on $50+ purchase, but these offers rotate in and out. So if there is something you’re interested in, watching for free shipping promotions may be just as important as the item price.
Returns & Exchanges
Online, they accept most credit cards and PayPal.
BoxLunch’s policies are the same as Hot Topic’s: 30 days, can return to store, returns by mail only for PayPal purchases, return shipping is not covered. Clearance items (marked “final sale”) are not eligible for returns at all, so make sure you get the shirt size you need or you’ll be stuck!
Final Thoughts
In short, BoxLunch is not going to be the go-to store for the average anime fan. But while the selection is small, they do sell some nice and often unique items that will please fans of the more popular series. I do have to admit I prefer BoxLunch’s stores over Hot Topic’s, as I like to shop in peace, but it may also be because I only get to BoxLunch maybe twice a year versus having Hot Topic in the nearby mall. The free meals is also a nice way to give back to the community even if it does raise prices a bit.