LEGO is redefining its packaging approach by developing paper-based bags for its iconic bricks, a decision that, while seemingly straightforward, involves a complex production process. The company revealed that it rigorously tested around 180 different types of paper to find a suitable option that meets their high standards for quality and durability.
One of the challenges LEGO faced was ensuring that the new paper bags retain their integrity throughout the manufacturing process and remain resilient during transit to customers. Unlike plastic, paper is more susceptible to changes in humidity, which added another layer of complexity to the selection process. LEGO emphasized the importance of creating a packaging solution that can perform consistently in varying climates, whether humid or cold.
Additionally, the company engaged in extensive testing of 15 different prototypes, gathering feedback from hundreds of children and parents. Interestingly, the transition to paper bags has revealed an unexpected benefit: children find unwrapping paper bags more enjoyable. The suspense of unveiling the contents, as opposed to the visibility offered by plastic bags, adds an element of excitement to the building experience.
The design of the larger paper bags has also been optimized to stand upright, making it easier for builders to store loose bricks while they create their LEGO masterpieces. This not only enhances the building process but also adds an element of convenience for young builders.
In summary, LEGO’s shift to paper-based packaging is a thoughtful response to environmental concerns and customer preferences, showcasing their commitment to innovation while enhancing the joy of building. This initiative reflects a broader trend in the toy industry towards sustainable practices, instilling hope for positive environmental impact in future generations.