LEGO is diving into the world of paper-based packaging, a decision that reflects both its commitment to sustainability and the challenges involved in shifting from traditional materials. The company has revealed that the complex process of creating suitable paper bags for its iconic bricks required extensive research and development.
To achieve the right packaging, LEGO experimented with approximately 180 different paper types and formats. This thorough testing was essential to ensure the new bags met the high expectations of LEGO fans worldwide. The bags need to endure the manufacturing process and journey from the factory without tearing or compromising the contents.
One of the significant hurdles LEGO faced was the sensitivity of paper to humidity variations. To counter this, they sought materials adaptable to different climate conditions, be it hot and humid or cold. Moreover, LEGO tested 15 prototypes, involving hundreds of children and parents in the process to evaluate various shapes, materials, and graphic designs.
Interestingly, the transition to paper bags may enhance the building experience. While plastic bags provide visibility of the contents, children expressed that they found the experience of unwrapping paper bags more enjoyable due to the element of surprise. Additionally, the design of the larger paper bags allows them to stand upright, offering a practical solution for storing loose bricks during construction.
This initiative not only emphasizes LEGO’s dedication to environmentally friendly practices but also highlights how thoughtful packaging can enhance the joy of playing with LEGO bricks. As consumers increasingly prioritize sustainable options, LEGO’s commitment to innovation positions it as a leader in the toy industry, promising a future where enjoyment and sustainability go hand in hand.
In conclusion, LEGO’s journey towards paper-based packaging serves as a testament to the brand’s innovative spirit and commitment to sustainability, demonstrating that complex challenges can lead to better experiences for both builders and the environment.