Sugar, Entertainment, and a little bit of technology, all combine to become the child’s latest addiction with Hershey’s Magic Box. The packaging models itself on a large Lego-style brick with two inner compartments. One, for a toy and a ‘Trade card’ with a QR Code, and another for Hershey’s signature production, chocolate. The chocolate comes in the form of orbs, and its compartment opens in a Tic-Tac box style, allowing only one or two choco-balls to exit the box at a time.

In the spirit of retaining packaging, the box is kept long after the chocolates are eaten, and is used for building purposes. Multiple boxes allow kids to explore stacking bricks and making elaborate creative structures. The toys (usually types of cars) become a part of the building blocks’ eco-system, while the QR code gives the children a ‘taste’ of augmented reality as it forms detailed models of the toy cars on mobile phone screens, when scanned using Hershey’s app. Would this encourage parents to buy more candy for their kids?? I truly wonder…

Designer: Dhwanil Chudgar