Packaging design agency Burgopak and interactive specialist GR/DD have created the packaging for a promotional version of EyePet, Sony's new virtual reality pet game for its PlayStation 3 games console.

EyePet was launched by Sony this year. It uses the PlayStation's motion-detecting Eye camera to superimpose an animated EyePet onto an image of the user's living room. Players can then interact with the character by various means.

The packaging has been designed to resemble a house-shaped pet carrier and features a pop-up mechanism that causes the EyePet character to jump up as its hinged roof is opened.

GR/DD conceived the idea of the pop-up design and created the packaging's graphics. Burgopak then brought the concept to fruition – its structural design team developed a linkage and friction lock that enables the internal surfaces to move 90 degrees and lock to form a flat table-like surface.

The agency described way in which the pack opens as "unexpected" and "strangely pleasurable".

The promotional pack has been created to appeal to consumer and gaming journalists.

Burgopak is better known for designing innovative sliding packs which are used to package an array of products, including pharmaceuticals and CDs.