Chicago Children's Museum's Gift of Cardboard

If this holiday season is anything like last year, Americans will spend $135 billion on Christmas prezzies. Video games are among the most popular gifts given to kids, who have fallen under the spell of technological wizardry. But do these types of toys really stimulate the imagination? 

 

Fearing that childhood creativity may be under threat, Energy BBDO, Xi Chicago and The Chicago Children's Museum got together. With the simple, yet noble, goal of saving real play and creativity, they’ve launched ‘Mister Imagine's Toy Store’, a pop-up shop full of nothing but cardboard. After all, as any toddler will tell you, the most fun to be had on Christmas morning usually comes from the box rather than the toy it contains.

 

The pop-up also promoted the museum’s new exhibition ‘Unboxed’, which celebrates the joy of the cardboard.

 

 

BBDO hopes it serves as a reminder of the real meaning of play and creativity this holiday season.