To promote Unboxed, we built a toy store. But instead of toys, we stocked the store with boxes. Which meant if kids wanted a toy, they had to imagine it. Then, step into the onsite workshop where they could create it.

Additional inspiration was provided through an augmented reality station that transformed boxes into toys, and a cardboard photo booth automatically uploaded kid’s creations to the museum’s Facebook page – and provided a permanent keepsake, reminding families to visit Unboxed.

Each toy purchase came with a voucher for one free museum admission or 15% off membership.

On a total budget of less than $4,000, we built and promoted Mister Imagine’s Toy Store, and introduced thousands of visitors to the museum. However, the story of the store spread far beyond the actual space. Mister Imagine’s was featured on FOX News, ABC, TimeOut magazine and hundreds of blogs, from Chicago to Japan.

But best of all, Mister Imagine’s Toy Store led to a 13% increase in Chicago Children’s Museum’s general attendance and a 50% increase in attendance among members, making the launch of Unboxed one of the most successful exhibit launches in the museum’s history.