Listen: I'm the last person in the whole world who cares what packaging looks like. But the fact is, lots of people do, and these boxes' success will be correspondingly limited.
This whole thread is insane though. They're really doing nothing more than 10,000,000 ebay sellers have been all along. Getting manufacturers to do it is just a way of shifting costs, as Walmart is doing with RFID tags (though the total costs probably go down some, which is good).
In the short term, sure. But the world changes a lot more than we think, over time. The Walmart shopping experience, as it is today, would be unfathomable to someone from even the 1970s.
Consider the success of "no frills" groceries over the last 10 years (a success that is increasing due to the credit crunch). Many who wouldn't leave their chosen brands for certain products are migrating to cheaper alternatives with incredibly dull packaging. It's a bit of a conceptual jump for toys to be the same, but I suspect it'll happen when we realize how superficial the 90s and 00s "were" (speaking from a, say, 2020s perspective).
This will take off big time hopefully.
And that's an attitude worth changing in order to cut down on the ridiculous amount of packaging many products use (including non-recyclable plastics, etc). If it takes someone as big as Amazon to do it, bravo.
The whole glitzy packaging thing is a reasonably new invention anyway. When I was a kid things tended to come in cardboard boxes (though printed on). Playing with boxes was as fun as the toy often times!