PACKAGING happened is that ultimately, this is the lowest cost when were able to optimise the amount of those that we put we’re talking about Extended Producer Responsibility into the bigger box, and then the amount of boxes we put taxations for a particular thermoform.” Not only is this into the shipping container. So, we were able to increase saving Moose money in taxes, but now PET is widely used the efficiency of our container loading, which means in thermoforms, the price has come down significantly. we had less containers, less shipping, and less shipping While many toy companies began their packaging energy. So again, these are really big impacts, right?” transition when the carrot was still being offered, now they Huge impacts, in fact, as the LEGO Group’s are meeting the biting point of the stick and having to sustainable packaging manager, Christian Lanckman, make these changes in order to avoid heavy EPR costs. attested to at the POC Conference in 2025. And there is the consumer perception and expectation Through creating the packaging optimisation programme to consider, too. Theron explained that, while Hasbro has for LEGO, Christian developed a performance prediction been working on sustainable changes for some time and algorithm which helps partners have more sustainable has made a lot of progress, there are certain changes that packaging by reducing material use while generating have been met with resistance from its consumer base. large financial savings, lowering EPR taxes, and enhancing For example, when Hasbro moved away from plastic logistic efficiency. This is largely achieved through windows to closed boxes, a lot of customers didn’t material improvement, lightweighting, right sizing, cube optimisation, and harmonisation of the packaging portfolio. like it. And while it is always to be expected there will be an amount of resistance to any change – humans Christian used the example of a LEGO partner are creatures of habit after all – and that it is a case of who, as a result of packaging optimisation, was able weathering the tide, it was Hasbro’s collector customers to put 44% more product on a pallet, reducing its that proved the real challenge. For collectors, the shipping costs, not to mention the savings from consumer behaviour is very different; the box often reduced packaging material use and EPR taxes. remains unopened for display purposes, for which a Working closely with vendors, manufacturers and window is essential. licensees is essential to be Similarly, Theron described able to ensure such a level of how Hasbro has tried to impact. Addo Play has created move its iconic Monopoly a sustainable packaging box to a smaller format: “The guideline for its vendors, Monopoly box, the traditional building and expanding on its Monopoly box, is probably a existing requirements to clearly third bigger than it needs to set out expectations to “make be. You could make it smaller them more prominent,” said because there’s a lot of void Roger Panton-Kent. “There’s space in there, but people an element of helping us meet want the big box. That’s legislative requirements in what you want when you terms of red, amber, green put it on the shelf, especially [RAG] materials, but also the retailers, in many cases, prompting them to think about I would say, especially in minimising pack sizes, you the US. While they say they know, optimising shipping.” want sustainability, then The LEGO Group has also ABOVE: The LEGO Group has been working closely with its they say, well, we want the been working hard to reduce partners to optimise packaging. Credit: Shutterstock. big box because we need single-use plastic – many of BELOW: An example of Addo Play’s packaging to fill up the shelf space.” which are classified as ‘red’ transition. Credit: Addo Play. It is that intention-action gap under the RAG Recyclability that we meet once again. However, Assessment Methodology (RAM). Theron’s “especially in the US,” is worth Now, 93% of the LEGO Group’s noting here, as UK toy retailer, The packaging by weight is made Entertainer’s Rebecca Tinsey, presents from paper, cardboard and a slightly different perspective: other paper-based materials. “Consumers can sometimes be Addo Play, similarly, has been frustrated by oversized packaging “stripping out and minimising relative to the product. We do see the plastic content of packaging. this feedback from time to time.” So where possible, we’ve As with everything, there is only so removed plastic and/or changed far you can paint such things with a the plastic material to make it broad brushstroke; regional variation more recyclable,” said Roger. is huge, and with sustainability it Meanwhile, Moose Toys has can be chasmic. Even comparing completely cut out PVC from developed countries like UK and its thermoform blisters, as PVC Europe with the likes of the US – a seriously contaminates PET recycling particularly stark example at this streams. “PVC is a contaminant time – the attitudes are different, in PET. It actually renders a bale especially from consumers, leaving of PET almost useless if you have it to brands to lead the way and “do one PVC component in there. And the right thing” regardless, setting we made the change a long time out what is the new normal. ago, probably three to four years ago, and it costs more. But what’s
PRODUCTS OF CHANGE I THE TOY CHAPTER 17