A display box comprising a body having a hinged cover, a holder for a displayed article, a strip-like carrier of semi-rigid flexible material foldable with the closing of the box into a  U-form and having its base portion carrying said holder inwardly adjacent the hinging of the cover, the sides of the U-carrier extending forwardly upon opposite sides of the holder in unattached relation thereto for serving as link parts to project the holder forwardly when the box is opened.

The forward end portions of the sides of the U-carrier being turned outwardly in opposite directions and folded backwardly about hinge lines to extend in an inward direction beneath said link parts for concealment thereby, said inwardly extending end portions being secured respectively to the body and cover at points beneath said link parts in unattached relation thereto so that the hinge lines of such anchoring end portions constitute the forward boundaries of said link parts whereby the latter provide uninterrupted and unconfined display surfaces at opposite sides of the.holder when the box is opened and thereby hide the anchoring end portions.