Welcome to Mister Imagine's Toy Store, where you'll find a giant castle, a music area, birdhouses, weather clouds, hot air balloons, and much more – all made out of cardboard. Oh, and that cardboard, those plain boxes - all for sale of course. The staff hosts workshops on how to create masterpieces out of ordinary cardboard. There's an augmented reality station in the store, where kids can hold up their bland boxes to the computer screen, and it will turn that box into a toy in the kids hands just to jump-start their imaginations. It's a car! It's a fort! It's a plane! It's Schrödinger's cat! Because we all remember how babies played with the box the expensive toy we bought came in, instead of with the toy. Energy BBDO and Xi (formerly Proximity Chicago) created this cool 1-week-only pop-up store in promotion of the Children's Museum exhibit, Unboxed – Adventures in Cardboard. Or as our PR lady quipped: "a unique out of the box experiential marketing tactic." ah ha ha, that pun is so bad I literally groaned, girlfriend. Points.

Mister Imagine’s Toy Store is open until October 21 and is located on 1371Milwaukee Ave. Take your kids there! Representatives from Chicago Children’s Museum speak about Chicago’s creativity crisis are in the shop and there are Art facilitators that help customers turn cardboard into amazing toys, so it sounds like fun.

ad agency: Energy BBDO and Xi

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (5)

  • Gloria Islas's picture
    Gloria Islas (not verified)

    hey Mister Imagine's Toy Store is really impressive. Great place :)

    Oct 17, 2012
  • AnonymousCoward The Third!'s picture
    AnonymousCoward... (not verified)

    This is a great idea, I will have to show my kids.

    Oct 17, 2012
  • Mr Magoo's picture
    Mr Magoo (not verified)

    Nice idea. I would like to see how the AR worked. Make a case study.

    Oct 18, 2012
  • Dabitch's picture

    By the way that I am getting this ad on this page is cracking me up.

    Dec 10, 2012