"Kraft is concerned with aesthetics, " says Ian Golder, a videogame editor whose mac-and-cheese box collection is up on the Web.

WSJ: It Takes Craft to Keep Little Ones Clamoring for Mac and Cheese

"Pricing is the one thing you can change at the last minute, and as a result, it can get less attention, " says Peter Golder, professor of marketing at New York University's Stern School of Business.

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