Not many toys have that sort of iconic packaging and branding, though, so manufacturers want to give kids, and adults, as much of the experience of the toy as they can right there on the store shelf.

It was just another trip to the toy store, until it wasn't. — -- A run-of-the-mill trip to Toys "R" Us is resulting in a big change at toy giant Fisher-Price. Gina Zuk Gerber, a Baltimore mom ...