POTTSTOWN MERCURY - 12/18/2003
Transcript of the Article:
Unique business venture stresses creativity
By Michael Lello
DOUGLASSVILLE --Many adults have observed that children often derive more enjoyment from playing with boxes than the actual items enclosed. But David Pool, a former information technology professional and health care administrator, has taken the concept a step further, creating his own business called The Big Brown Box.
The Big Brown Box concept is on the surface very simple: give someone a box and let them "just imagine." Pool is hoping to revitalize children’s -- and adults’ -- imaginations in an era of passive entertainment like television and video games.
A key component of the family startup venture -- Pool’s wife Helen and daughter Jackie Blumenstock are involved -- is the company’s Web site, www.thebigbrownbox.com. At the site, you can order a 30 inch by 30 inch by 48 inch box for $5.95 and the company throws in its instruction manual, "The Big Brown Box Vol. 1: Care, Maintenance and Training Manual."
The 134-page manual contains detailed, step-by-step instructions for turning the box into sports cars, army tanks, puppet theaters or space cruisers. Using only the box, scissors and a few other household items, you can convert the plain, brown box -- "an empty canvas," Pool calls it -- into a work of art. And the projects aren’t just for display. With movable parts, like the tank’s turret, and room for a child to climb inside, the creations are play-ready.
The entire business venture is shot through with Pool’s zany sense of humor. The book is shipped in a "little big brown box," and on the Web site, Pool says "Reading the book is for the grown-ups; Big Brown Boxes and what you can do with them is for the kids."
"It’s designed to be an imagination experience for the whole family," Pool said. The manual gives boxes personalities and lives of their own and contains a section on first aid -- repairing minor box cuts and tears -- as well as a passage on the death of a box and the grieving process.
Pool hopes that his project can bring families together to work on common projects, just like getting the business off the ground has been a family affair for the Pools.
During a recent afternoon, Pool, his wife, and Blumenstock, sat around the kitchen table, all wearing their Big Brown Box denim shirts, and talked about how they’re all on board for the venture. (Pool is the only full-time employee.)
Blumenstock is the artist of the group and her designs are on display in the home. She’s painted camouflage on a box tank, made a box house look like her parents’ Hill Road home and made a black space cruiser look lifelike.
Blumenstock has also developed a character called Browny Big Box around which she has plans to release a children’s book.
Because The Big Brown Box is suitable for people of most ages, Pool is trying to develop a marketing strategy that targets several demographics. They think the concept’s use of geometric design and decorating could make it an ideal addition to classroom lesson plans.
Before Jan. 1, 2004 The Big Brown Box will provide free delivery of its box and book to anyone within 20 minutes of Douglassville. For $19.95, the company will include the box, the book and a greeting of "you’ve been boxed for the holidays." Additionally, people outside the area can order the book and have it sent without shipping charges. During the holiday season, The Big Brown Box will contribute $1 for each book sold to the charity organization of the choice of the buyer or the gift recipient.
Pool is aware that his idea is a bit eccentric and not a guaranteed success. When asked how many people thought he was crazy when he first mentioned the idea, he said "almost everybody."
But Helen Pool said she’s very proud of him, and even if the concept is not a big hit, she’s pleased he came up with an idea and followed it to completion.
Her husband agrees.
"My dream has been to take nothing and make something out of it," David Pool said.
©The Mercury 2003