Lego Shop at Home Service Misses the Point...

…of the plain brown wrapper.

It used to be that Lego Shop at Home Service would ship in a plain brown box with absolutely nothing on the outside of the box to let you know it was from Lego. Pretty soon, the kids learned to recognize that a package from “LDMI” (Lego Direct Marketing Inc., I assume) was Lego. But until they caught on, there was, indeed, no way to tell the box contained Lego without shaking it.

I think this labeling used to be on the inside of the box or on the receipt or something. Then, it made sense.