Abstract: A carton assembly for dispensing product members such as spools of wire and other rollable products having circular ends of the same diameter. The carton comprises a bottom, forward and rearward end walls, two side walls and a closable top. Within the carton each side wall has associated therewith one upper guide member, at least one intermediate guide member and a lower guide member. The guide members of one wall are mirror images of the corresponding guide members of the other side wall and are correspondingly positioned with respect to their respective side walls. The intermediate and lower guide members provide narrow sloping edges in parallel spaced relationship which maintain the product members in a row made up of zig-zag row segments, one above the other. The carton has a dispensing opening in its forward wall through which the forwardmost and lowermost product member can be extracted.