The transformation to paper-based packaging for LEGO products is a significant and complex endeavor that highlights the company’s commitment to sustainability without compromising product quality. The journey involved extensive research and testing, as LEGO revealed that they explored approximately 180 different types and formats of paper to identify the optimal solution.
LEGO emphasized that the paper bags must endure the rigorous manufacturing process and safely travel from the factory to the consumers without tearing or damage. Given that paper is more sensitive to humidity fluctuations compared to plastic, the challenge was amplified by the need for a versatile material that would perform well in varying climate conditions across different factories.
In addition to the material research, LEGO tested 15 prototypes, gathering feedback from hundreds of children and parents regarding shapes, materials, and graphic designs. Interestingly, the shift from plastic to paper not only aligns with environmental goals but also enhances the unboxing experience. Many children reportedly found the suspense of opening paper bags to be more enjoyable than the visibility offered by clear plastic packaging.
This innovative approach also includes larger paper bags designed to stand upright, providing practical storage for loose bricks during the building process. By turning packaging improvements into a more engaging experience, LEGO is not only leading the charge in sustainable practices but also enriching the joy of play for young builders.
Overall, LEGO’s efforts showcase a promising move towards more eco-friendly practices in the toy industry, while potentially adding an element of excitement and creativity for its users. The positive implications of this shift reflect a growing trend among companies to prioritize sustainability, making fun and responsible choices for future generations.