Mafiasam,

for a "Custom Kit" You could start with the container/case as a product
i.e. Custom Set in Aligator Case and then use the cross sell mod to populate the contents

X-Sell:
chips
cards
dice
Dealer buttons

If the Xsell does not exceed 6 items you might also just xsell the cases also and have only one product for custom sets.

The xsold products will have to be set up with attributes as gjh42 posted.