Which pop culture brand revolutionized product packaging in 2013 by introducing a 'theater of unboxing' design philosophy that has since been widely imitated across multiple industries?

Product packaging in the pop culture industry has evolved dramatically, often becoming as iconic as the products themselves. From collectible toy boxes to limited edition album covers, packaging has transformed from simple protection to an integral part of the brand experience. This trivia question explores a groundbreaking moment in pop culture packaging that changed consumer expectations and influenced an entire industry.

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Apple, with their minimalist iPhone packaging featuring slow-opening rigid boxes and perfectly fitted compartments
LEGO, with their sustainable packaging initiative that eliminated plastic bags inside their boxed sets
Nike, with their shoebox designs that incorporated augmented reality elements when scanned with smartphones
Netflix, with their special edition DVD/Blu-ray sets that transformed into mini display cases for collectors