In addition to constructing a model, the consumer can also use the packaging to create 3D images on a smart phone or tablet with augmented reality.
"The 3D image brings the packaging to life, creating the effect of a real dinosaur standing on the packaging, enriching the chocolate experience for a generation of children who are more used to HD video games than to the painted illustrations on a Airfix box that captured the imagination of previous generations," Cooper told Dezeen.
(via http://www.dezeen.com/2014/07/04/chocolate-air-fix-model-robert-cooper/)