OPINION: How toy firms can be smarter with packaging

Ian Bates from The Less Packaging Company offers his view.
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Toy packaging is designed to be fit for purpose both as a vehicle to transport the product, generally from far afield, and then to compete in an extremely competitive retail marketplace.

There’s nothing sustainable about a product that doesn’t sell. Consumer packaging has to create appeal, but toy packaging has to stimulate delight and excitement to reflect what’s inside. 

The challenge is to reduce the volume of packaging without diminishing the experience of seeing, choosing, trying (in some cases), receiving, anticipating and opening.

Read the full opinion piece here.

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