Someone has taken the observation that little kids enjoy playing with the box more than the toy and then made something which, like McDonalds, appeals to our inner child.
Although unlike McDonalds, it won't give you Type 2 diabetes.
I came across this thing called Cardboy. I took me a while to work out what it was, but it's basically a cool collectable cardboard crimefighting art toy where the cardboard packaging is an integral part of his body.
The web site describes it as 'The Flat Packed Freedom Fighter. Fighting Crime in Cardboard City*'
* Except when it's raining.
I had the thought the other day that some brands have the opportunity to really drive a point of brand differentiaion with their packaging.
One of the latest Cardboy offerings is a sneaker series. I reckon this would be pretty cool to buy a new pair of runners, and then when you take the shoes out, you can turn the sneaker box into a Cardboy.