The British Toy and Hobby association wanted to raise awareness of the benefits play has for a child's development. Mindful that they were an industry body they wanted no possible accusations of any level of selling to their audience. I came up with this solution, playing on the old joke about spending a fortune on a present for a kid, only for them to prefer playing with the box it came in. Let's be honest - a child's imagination creates far more fun than anything a product developer from Mattell could ever dream up.