"Packaging is kind of omnipresent. We wanted to rethink that in a way that can be used for play,” says Maurizio Bricola, a Netherlands-based designer who worked on the concept. Developed for Amplify’s Challenge 2, which sought to improve the lives of kids in low-income ares thrive during their first five years, the innovative design transforms packaging to be assembled into toys that stimulate a child’s cognitive development, and deliver important information to kids and parents about health, hygiene and community issues.