The transition to paper-based packaging for LEGO is a significant undertaking that involves substantial time and effort. LEGO highlighted the complexities involved in this initiative, stating that while the idea of packing bricks into paper bags may seem straightforward, it is far from simple.
The company conducted extensive testing, evaluating around 180 different types of paper and formats to find the best option that meets their high standards without compromising the quality expected by fans. The packaging needs to endure the manufacturing process and withstand transport while remaining intact and functional.
An essential consideration was the sensitivity of paper to humidity, as LEGO operates in various climates around the world. Therefore, it was crucial to develop a material that is effective and reliable across different environmental conditions.
Additionally, LEGO tested 15 prototypes that involved feedback from hundreds of children and parents regarding various shapes, materials, and graphic designs. This emphasis on user experience reveals LEGO’s commitment to making the unboxing of their products even more enjoyable. Interestingly, while plastic bags offer visibility, the paper-based bags create a sense of suspense that many children found delightful.
The design of the larger paper bags also helps them stand upright, providing a practical solution for storing loose bricks during building activities.
In conclusion, LEGO’s move to paper-based packaging not only reflects a commitment to sustainability but also enhances the overall experience for builders, enabling a fun and engaging start to their creativity. The initiative showcases how a thoughtful approach to packaging can lead to unexpected benefits beyond environmental concerns.