LEGO has embarked on a complex journey to incorporate paper-based packaging for its products, a task that has proven to be more challenging than it might seem at first glance. The company has spent considerable time and resources testing around 180 different types and formats of paper to ensure that the final product meets the high expectations of LEGO fans. Key considerations included the durability of the packaging throughout the manufacturing process and the ability to withstand various climatic conditions without tearing or damaging the contents.
Understanding that paper is more susceptible to changes in humidity compared to plastic, LEGO has emphasized the importance of finding suitable materials that are versatile across different manufacturing environments, whether in hot, humid locations or cooler regions. To refine their approach, the company developed 15 prototypes and engaged hundreds of children and parents in testing various shapes, materials, and graphic designs.
Significantly, the transition to paper-based bags not only aims at sustainability but also adds an element of excitement to the building experience. During testing, it was found that children were more thrilled to unwrap the paper bags, enjoying the element of surprise, compared to clear, single-use plastic packaging that reveals the contents immediately. Furthermore, the larger paper-based bags are designed to stand upright, providing a practical storage solution for loose bricks as builders work on their creations.
This thoughtful approach from LEGO highlights their commitment to innovation in sustainability while enhancing the overall experience for their young builders. The shift towards paper not only aligns with global environmental efforts but also promotes a more engaging and enjoyable interaction with their products.
Overall, LEGO’s initiative to implement paper-based packaging presents a positive step toward greener practices while making playtime more fun and immersive for children.