Vivid Imaginations plans to remove all PVC from its packaging materials and to introduce space-efficient boxes.
It has enlisted the help of Brighton-based eco-design consultancy Giraffe Innovation as part of the initiative.
Nick Austin, Vivid’s CEO said its packaging in the past has been heavily influenced by competition and retailers’ requests: “This mind-set is changing and Vivid is going to be in the vanguard of an inevitable transition for the toy industry,” Austin said.
“Government, NGO’s, TSO’s and consumer lobby groups are going to continue to insist that the toy industry steps into line. We are highly encouraged by the positive retail response we have received from this initiative so far.”
Rob Holdway, director of Giraffe Innovation added: “Big can be beautiful but toy packaging often takes this to extremes. We are pleased to be working with Vivid to help come up with innovative solutions, which supports the brand but reduces the material and carbon footprint of the packs.”