The emergence of the online toy rental business stimulate the need of packaging that can perform its main function and appealing to consumers. Therefore, a research is conducted on the toys renting packaging boxes to determine the most suitable design according to consumer preferences. The study uses an index of potential gain in customer value to determine the most crucial attributes that should be improved, semantic differential as a measurement scale of design preferences of each attribute, and choice-based conjoint analysis in order to obtain a model of the final packaging design according most favored by consumers. The results showed that the attributes that require performance improvements are product information, font size, orientation or position of elements, ease of carrying the packaging, packaging color, and graphic styles. The study also concluded that the packaging design which is most preferred by the consumers are a packaging that has a cutout handle, visual presentation of product information, contrast color mix, simplified product images, natural ornament shape, and the information products position is located at the upper side or top of a packaging’s side.