Dolls specialist Zapf Creation commits to plastic-free packaging with 2021 sustainable roll-out

Zapf Creation – the name behind the hit doll brands Baby Annabell and Baby Born – is waving goodbye to the traditional transparent plastic window boxes in an overhaul of its product packaging and response to the growing demand for plastic-free packaging in the toy market.

In its commitment to provide better sustainable options, Zapf Creation is looking to lead the way in the doll sector to provide packaging made entirely from plastic-free materials.

The dolls specialist will now usher in new closed box designs that clearly show the dolls, improving visibility of the products and increasing the brand presence on shelves. Within the boxes, cable ties and plastic bags will be swapped for paper packaging alternatives to ensure products are still secure throughout transport.

Zapf Creation believes that in removing the plastic packaging, the unboxing experience is also improved for children (and parents), making it easier and more exciting to open their new purchases. Similarly, it means that any returns are also easier, with products simply replaced into boxes.

Initially rolling out across 2021 with all new product, this new standard in doll and accessory packaging will then move into the entire Zapf Creation portfolio, with the ultimate aim of having the entire range plastic free by Autumn 2022.

Kasia Leskow, Zapf Creation marketing manager, said: “Baby Annabell and BABY born are loved and recognised by parents and children alike and we take the responsibility of supporting the development of young children seriously.

“As a brand which plays such a big role in children’s lives from an early age, we must also consider other impacts we have on their lives too. We know customers are used to seeing toys in showboxes currently, but our world is changing rapidly and children, not just parents, are calling for brands to take sustainability into consideration so we’re thrilled to be implementing this positive change and demonstrate our care for children and their future.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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