Bawx is an empty heavy-duty cardboard box that is 100% recycled and made in the USA. The website describes it as “an empty box full of possibilities” and “the perfect holiday gift for the 2-6½ year old who would rather play with the box than what’s inside.”
The product is more of a statement than an actual gift and is the agencies’ principals’ response to consumerism these days. According to a post on Adweek, TDA_Boulder’s Jonathan Schoenberg and Barton F. Graf 9000′s Gerry Graf came up with the idea for the Bawx after an ad event which they both attended.
The website indicates that there are four types of boxes to choose from, but they are really just the same and the different price tags are just a way for buyers to donate to the children’s charities at an amount that they are comfortable with. The four box types are described as various things that they can become like a car, fort, house, and more.