Burgopak & GR/DD have created an engaging pop-up package for a promotional version of Sony’s new augmented reality PS3 game EyePet. Resembling a house-shaped pet carrier, the package features an intriguing pop-up mechanism where the EyePet character jumps up as the carrier opens from a hinged ‘roof’. The package expands entirely, presenting the contents – the game’s software, literature and hardware — in an enjoyable and organised manner.