It is a familiar scene repeated in households all over the UK on Christmas morning. Excited children ripping off wrapping paper only to be confronted with the dreaded toy packaging which, let’s face it, can even defeat most adults, let alone a small child.
The development of a new concept of toy packaging started during the latter part of 2010 amongst a swell of environmental comment and consumer frustration. Greg Lawson, Managing partner at Less Packaging, explains the brief: “Tesco wanted to answer a real customer need by offering quick and easy access to their Carousel toys as well as offering a commercial, deliverable and sustainable solution.”
Metal ties were to be banned as a form of product location so the Less design team needed to work on a concept that displayed the product with corrugated fittings alone. The toys still needed to be seen and touched – an important part of the Carousel experience. Metal ties also inhibit unpacking which can take over 4 minutes to unpack with a typical toy pack. “We were very careful to take time at the development stage, perfecting the balance between customer appeal and performance as well as reducing unpacking times to around 45 seconds across the range,” says Lawson.
There was a further challenge because this type of corrugated fitting can increase raw material and assembly times which in itself created a commercial issue. The solution was to measure the true cost of the packaging from cradle to cradle, considering areas such as packaging manufacturing costs, packaging cube, supply chain costs and the disposal costs of the packaging. Less’ holistic approach proved the new packs to be commercially viable when the real cost of developing, producing and delivering packaging and product are considered.
The pack designs for the whole Carousel range are elegantly simple and innovative, reinforcing the brand’s positioning. Sarah Allen at Tesco is delighted with the results: ” Less are truly independent experts. We were able to work with them on the project and share the type of information which made the analysis and business case possible. The result of which has given Tesco a market leading innovation and is something that customers are responding to well.”
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