Since 2012, in the fall of each year, kids everywhere take part in the Cardboard Challenge as a way to gear up for Imagination’s Day of Play. It all began following the overwhelming success of the short film, 'Caine's Arcade’, the story of a 9-year boy and his elaborate cardboard arcade.

Imagination’s Day of Play commemorates the flash mob that came out to make Caine's day in the film. It’s an opportunity for communities all over the world to come together in big and small ways to celebrate the creativity of kids just like Caine!