Abstract: An illuminated display assembly (10) for a consumer product (72) such as a video tape, compact disc, book, audio tape, and the like. The display assembly (10) having a frame casing (11) with a generally rectangular opening (12) designed to receive the consumer product (72). The opening (12) is defined by parallel top and bottom interior walls (14)(16), joined by interior side walls (18)(20), relating substantially to the corresponding vertical and horizonal dimensions of the consumer product (72). Within the frame casing (11) is housed one or more light elements (36) which are programmed to illuminate in various fashions to draw the attention of the consumer to the consumer product (72).