Action Figure Toy Packaging
A study on how it would be possible to cut down on the plastic used in toy packaging.
Please note that this project was done as a conceptual school assignment and Hasbro and Transformers are not in any way involved in the project.
I chose a Transformer toy for this project purely to demonstrate the existing packaging on the market and how it could be improved. And because Transformers are totally awesome.
I chose a Transformer toy for this project purely to demonstrate the existing packaging on the market and how it could be improved. And because Transformers are totally awesome.
This project was done as a school assignment where we had to come up with new ways to use compression molded carton, an up and coming technique. I started to think about packaging that rely mostly on plastic, would there be better use for carton in those packages? I ended up with toy packaging that are usually very heavy on the plastic and really hard to open. These two problems I tried to resolve in this concept by replacing the plastic blister pack with a carton cup.
Toy packaging can be problematic, as the target group is mainly children. Especially action figures are often packaged in complex packages and forms that require the assistance of adults and usually tools to open. Blister packs made from clear plastic and cardboard may prove to be impossible for the child to open.
Beside children the other group associated to action figures are toy collectors, usually young adults that could open the packaging themselves, but refuse to do so. From a packaging designers perspective this is an interesting phenomenon. In the toy collecting world the toy’s packaging is as valuable as the toy itself, or maybe even more. The condition of the packaging and the fact that it has not been opened determines the value of the collectible toy.
Most collectors would like to have the toys and the packaging separately, both put on display. This is however impossible, because getting the toy out of the packaging would mean breaking the packaging, in other words destroying the value of the toy as a collectible item.
The main problem with action figure packaging in both of these groups is the same – openability. This is the problem I have tried to solve with this toy packaging concept. This concept is set out to improve the way to open the packaging, without damaging the appeal of the packaging.
Beside children the other group associated to action figures are toy collectors, usually young adults that could open the packaging themselves, but refuse to do so. From a packaging designers perspective this is an interesting phenomenon. In the toy collecting world the toy’s packaging is as valuable as the toy itself, or maybe even more. The condition of the packaging and the fact that it has not been opened determines the value of the collectible toy.
Most collectors would like to have the toys and the packaging separately, both put on display. This is however impossible, because getting the toy out of the packaging would mean breaking the packaging, in other words destroying the value of the toy as a collectible item.
The main problem with action figure packaging in both of these groups is the same – openability. This is the problem I have tried to solve with this toy packaging concept. This concept is set out to improve the way to open the packaging, without damaging the appeal of the packaging.
The use of carton in the packaging takes down the amount of plastic significally. This allows easy disposability as the whole packaging can be put in the carton recycling bin.
The moulded carton part and the top lid are two separate parts that are not glued together. Only a small amount of adhesive is used to keep the lid part in shape and closed. This way the packaging is very easy to open.
Although the clear plastic is being replaced by carton that makes the product inside not visible, sufficient view of the toy is provided by a window in the lid. The toy is propped up by the third part of the packaging, the inner part that keeps the toy in the right position.
When the toy is removed from the packaging, the moulded carton and the inner part can be assembled to form a stand for the toy, making it easy to display the toy or to be used as a part of playing.
The moulded carton part and the top lid are two separate parts that are not glued together. Only a small amount of adhesive is used to keep the lid part in shape and closed. This way the packaging is very easy to open.
Although the clear plastic is being replaced by carton that makes the product inside not visible, sufficient view of the toy is provided by a window in the lid. The toy is propped up by the third part of the packaging, the inner part that keeps the toy in the right position.
When the toy is removed from the packaging, the moulded carton and the inner part can be assembled to form a stand for the toy, making it easy to display the toy or to be used as a part of playing.
The original packaging.
The re-design.
Lid graphics.
