I can't help but wonder how it works, how long the effect lasts, and what sorts of toxic chemicals this is putting into the landfill. The box is probably no longer recyclable, and probably violates various California e-waste laws too. Are we going to have to start taking our cereal boxes to the e-waste processing centers?
There's a link from Youtube -- it's a demo of active packaging using inductive coupling. If the LEDs are non-toxic and recyclable, it sounds like a great idea.