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In this article we explore how to enrich the experience of toys that usually spend a boring time in their boxes in the toy store by digitally bringing them out of the box. For this purpose we have developed an interactive table based on the 3D game engine Virtools, together with the reacTIVision software and have studied and evaluated the use of the table in a full-scale, realworld situation in the toy department of a major Danish retailer. Our detailed analysis highlights the wide range of interaction forms and interaction modes facilitated by the table, moving from initial exploration to playful and engaging experiences, both on individual and social levels. We sum up our findings and their relevance for future design and show how the interplay of physical design, interaction, and content has been instrumental in giving children and adults a richer and extended experience of the toy -- even though it remains in the box.