Magic Box Toys phases out 85% of plastic from its packaging

Magic Box Toys has confirmed that it has begun phasing out plastic from its product packaging, including elements like blister packs and foil bags. The company’s ambition is to reduce almost all plastic in packaging for new products in 2022.

The first range to feature more than 85 per cent plastic-free packaging is the latest SuperThings series, Guardians of Kazoom, which launched on 21 January. With 80+ new SuperThings characters to collect, foil bags and plastic packs are replaced with recyclable packaging made from recycled paper, cardboard bags and boxes, creating an attractive new look for the collection on-shelf. A wide range of display units and assets will be available for the latest SuperThings series to ensure the products stand out in any retail outlet.

Speaking of the company’s sustainability plans, Suzie Howes, Head of Marketing at Magic Box Toys, says: “Many toys create plastic waste before the child has even had an opportunity to play with the actual toy. By removing such a high percentage of plastic from our packaging, we will help to eliminate over 200 tonnes of plastic waste each year, creating a more sustainable future for our business.

“The changes that we are making to our packaging form part of the firm’s wider ambition to reduce our global footprint. And, whilst redesigning the packaging across our portfolio of brands is a complex undertaking, it is one that we wholeheartedly believe is important, and it is a challenge that the team has absolutely risen to. The new packaging is beautifully designed to carry the product in an effective and eye-catching way. We know consumers share the commitment that we have to protecting the environment, and it’s great to be able to offer families a host of products that not only have great play value, but which also come in packaging that is over 85 per cent plastic-free.”

For more information, contact the UK Magic Box Toys team at:



About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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