According to a report earlier this week by Paper Specs (Palo Alto, Calif., USA), young children famously prefer the packaging over the toys that they contain. Latvia’s Brum Brum wooden bicycle for kids seems to have taken this idea a step further by transforming the box it comes in into a fun, playhouse-like contraption that serves as a parking spot for the bike when not in use.

Working closely with Stora Enso Packaging (Helsinki, Finland) designers came up with this brilliant new use for the boxes containing the Brum Brum bicycle.

The illustrations were flexo printed onto the corrugated cardboard, and can be colored by the child to make this a truly one-of-a-kind play piece.

 

And if that isn’t enough, a host of fun stickers are included to make even further customization possible.

Not only is this a great use of packaging (which, by the way, is still recyclable should your child dismiss it with a bored "meh"), Paper Specs team also loves the way it subtly encourages young people to both use their imaginations and think through the possibilities that boxes hold. After all, with the continued expansion of e-commerce, corrugated boxes are only going to become a bigger part of the future.