The transition towards paper-based packaging for LEGO products demonstrates the intricate process behind such a seemingly simple change. LEGO has shared that this initiative involves substantial time and research to ensure that the new packaging maintains the high standards beloved by consumers.
In their quest for the ideal paper solution, LEGO explored approximately 180 different types of paper and formats. This rigorous testing was crucial to finding a packaging option that would be durable enough to endure everything from the manufacturing process to distribution without any risk of tearing or damage.
One of the key challenges faced by LEGO was the sensitivity of paper to changes in humidity. To address this, they aimed to create a material suitable for factories operating in diverse climates, from hot and humid environments to colder regions.
In addition, LEGO conducted extensive testing with 15 prototypes, engaging hundreds of children and parents to evaluate various shapes, materials, and graphic designs. This focus on user experience led to some unexpected discoveries: while traditional plastic bags allow builders to see their contents, unwrap time with paper bags created an element of suspense and excitement for children.
Moreover, the newly designed larger paper-based bags are engineered to stand upright, providing utility for builders by helping to organize loose bricks during the construction process.
The positive implications of this initiative extend beyond environmental considerations; LEGO’s move to paper packaging not only helps reduce plastic waste but also enhances the overall building experience for children, making it a win-win for both the company and its users.
In summary, the switch to paper-based bags by LEGO is a multifaceted effort that prioritizes quality, environmental sustainability, and user enjoyment, illustrating the brand’s commitment to innovation while retaining its core values. This change could potentially reshape how children engage with their toys, fostering creativity in a more enjoyable and suspenseful unwrapping experience.