Time and time again, parents find themselves discovering that kids love putting their imagination to work when it comes to playing with something as simple as a cardboard box—and the new IKEA Toybox app recognizes this.
The new app from IKEA is yet another one that uses augmented reality, but this time the application puts a focus on repurposing the furniture company's cardboard boxes. With augmented reality, the app is able to determine the amount of material available and some of the possibilities for creative play. With the app, kids and parents are easily able to see how lifeless sheets of cardboard can be transformed into everything from play-inspiring castles and sharks to butterfly wings.
IKEA Toybox was recently announced at the Cannes Lions International Festival of Creativity, setting a precedent for other brands to follow when it comes to thoughtful packaging reuse.