In new Oscar Diaz toy, the packaging *is* the toy.

Children’s play these days doesn’t require much packaging. Downloadable games lack the physicality of a box of Legos—that satisfaction of peeling off the disposable outer shell for the first time to reveal whatever is hidden within. You might say digital games have no packaging or, on the other hand, they simply never shed their packaging. That’s what makes this analog toy from Oscar Diaz so interesting—the toy is the packaging. 

The Tube Toy makes perfect sense from an environmental and cost perspective. More importantly, it demonstrates that traditional toys may be changing in response to digital games, taking refuge among simpler and self-contained playthings.

And it’s a lot more intuitive than edible packaging

[via Quipsologies]