Remember Mister Imagine's Toy Store we told you about in October? This christmas, Americans will spend $135 billion on gifts, with a large chunk of that going straight to video games. Energy BBDO, Xi Chicago and The Chicago Children's Museum launched the antidote, Mister Imagine's Toy Store. It was a pop-up shop full of nothing but cardboard, encouraging real play and creativity (while promoting the Museum's "Unboxed" exhibit). Here's the case study showing it to be quite the success, because what kid doesn't want to go all sharpie, googly eye, glue-stick glitter and scissor crazy on a box to create, say, a tyrannosaurus rex? Yep. They loved it.