LEGO has invested substantial time and resources into developing effective paper-based packaging for its products. While the idea of using paper bags may seem straightforward, LEGO reveals that the process is far more intricate. The company examined around 180 different paper types and formats to identify a suitable option that meets the high expectations of its fans.
One of the critical aspects of the new packaging is its ability to endure the manufacturing process without tearing or causing damage during transportation from the factory to consumers. The challenges posed by humidity variations further complicated the choice, as paper is more sensitive to moisture than plastic. Therefore, it was vital for LEGO to ensure that the selected material could function well in diverse environments, whether it be hot and humid or cold.
LEGO also tested 15 prototypes with the help of hundreds of children and parents who explored various shapes, materials, and graphic designs. Interestingly, the transition to paper bags is anticipated to enhance the overall experience of building. During testing, it became evident that while plastic bags allowed builders to see the contents instantly, children found excitement in the suspense of unwrapping paper, adding an element of discovery to the process.
Additionally, the new larger paper bags are designed to stand upright, providing practical storage for loose bricks during building activities.
This innovative step towards paper-based packaging not only demonstrates LEGO’s commitment to sustainability but also promises to enrich the overall experience of play. As the company continues to adapt to changing environmental demands, this move highlights how creativity in packaging can add joy to the building experience while maintaining product integrity.
In summary, LEGO’s transition to paper packaging is a thoughtful approach that combines sustainability with user satisfaction, ensuring that the building experience remains enjoyable for children and parents alike.