I remember a fellow designer having that matchbox idea...
...and being told it was impractical. It's just a gimmick here, especially because it doesn't even come with matches! The matches are probably the killer of the deal - I'd wager there are laws prohibiting putting them in the mail because of their flammability.
EDIT: I checked. Paragraph 136.1 of the Mailing Standards of the United States Postal Service, International Mailing Manual, section B, sub-section 2 lists matches as part of the category of "flammable solids," which are prohibited. In domestic mail, safety matches (matches requiring a special striking surface of a compatible chemical/mineral composition, as opposed to ones which can be ignited by striking them against any hard, rough surface) are mailable only as surface mail, meaning shipments would take several days longer to arrive. They'd have to be specially labeled with DOT markings indicating their nature to prevent them from ending up on a plane at any point. All in all, a lot of hassle for a gimmick with a pack of playing cards.
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