Joe Casali, an industrial designer, got the idea for Wearables from his day job designing corrugated cardboard displays for stores.
"A year and a half ago, I was in my lab and I thought to myself, 'Instead of just making shelves, why don't I think of something I can put on the shelves,'" he said.
So he invented "Wearables," a line of cardboard toys that kids can assemble into the shape of an airplane, bulldozer or princess carriage. Once they're put together, kids can decorate each piece using crayons, markers and stickers. When the toy is ready, kids can put the toy on using the shoulder straps and pretend to ride in an airplane or a carriage.
"When I showed my kids the very first one, they loved it and were fighting over it," said Casali. "I thought then that this could be something."
Wearables launched in September at Toys R Us, and Casali is already working on expanding the line to include a fire truck and a dragon with moveable wings.