EA Sports

Electronic Arts, an American video game company, joined forces with the NFL (National Football League) to introduce their latest video game, NFL Madden 23. Named after the iconic John Madden, a prominent figure in the NFL, the Madden NFL series has a rich legacy, dating back to the early days of John Madden Football. Despite John Madden’s passing on December 28, 2021, his legacy endures, with EA holding exclusive rights from the NFL to develop simulation games based on the league. Madden NFL not only entertains but also educates, deepening the passion for football among fans, players, and enthusiasts. EA and Magellan collaborated to create a luxurious video package to honour John Madden, showcase his journey within the game, and unveil the new Madden NFL 23.

Crafted from robust grey board material and adorned with carefully chosen designer paper, the video box boasts an elegant aesthetic. The entire box surface features a full CMYK custom print, enhancing vibrancy and intricate detailing, complemented by an anti-scuff lamination finish for long-lasting pristine quality. Inside, the base is lined with AstroTurf, evoking the feel of football stadium grass and weaving a connection between the sport and the packaging. This immersive design conjures cherished memories and creates a lasting impression.

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Video, Shelf & Printing

The box houses a 7-inch video screen on the inner lid, ready to immerse viewers in John Madden’s world and the exciting game features. Four captivating 15-minute videos delve into John Madden’s life and the game’s innovations. These videos explore gameplay intricacies, cutting-edge graphics, and innovative movements that enhance the gaming experience. A built-in light sensor activates the screen upon box opening, and a strategically placed charging port ensures uninterrupted viewing.

Upon opening the box, a CMYK custom-printed shelf pays tribute to John Madden while concealing the merchandise. This dual-purpose, black line board shelf features precise die-cutting for a sleek black border that harmonizes with the overall design. A strategically placed thumbhole ensures effortless lifting without disrupting the captivating graphics. The shelf not only conveys appreciation to John Madden but also adds sophistication to the presentation, with an attached ribbon keeping the box open for display.


The Finer Details

Beneath the shelf lies concealed custom merchandise, including a printed postcard with product and John Madden information. The box contains two versions of John Madden NFL 23 (represented in photos by other EA sports games) and JBL headphones customized with resin domes for additional branding space. A custom EA Madden 23 NFL branded t-shirt and extra items complete the package. The result is a luxury influencer box infused with John Madden’s spirit, featuring impeccable details, such as anti-scuff matte lamination, for a polished, professional finish. These boxes were sent to various influencers and journalists, receiving overwhelmingly positive feedback from EA.



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The video business cards are a great giveaway item. We used them to promote our new car and were very impressed with the return in our investment. Our clients were very impressed and we managed to increase our sales.


I just wanted to let you know the boxes have arrived successfully and look amazing!
Thank you again so much for getting them over to us so efficiently and your help with the whole process.


The video business cards are a great giveaway item. We used them to promote our new car and were very impressed with the return in our investment. Our clients were very impressed and we managed to increase our sales.