LEGO's packaging dilemma

Why LEGO abandoned paper bags for collectible minifigures

{reg}In a quest for more sustainable packaging, LEGO experimented with paper bags for its Collectible Minifigures series but ultimately had to abandon the concept for two critical reasons. According to the LEGO sustainability team, the move from foil bags to cardboard boxes has caused some unexpected chaos among LEGO enthusiasts. Without the ability to feel out the contents of each packet, customers have resorted to tearing open boxes in stores, leaving a trail of torn cardboard behind.

During a recent panel session, the sustainability team showcased the paper bags they had tested and explained why they didn't make the cut. While paper bags work well for situations where the contents are known in advance, the random nature of Minifigures didn't mesh with this approach. The bags simply couldn't withstand the repeated squeezing and fondling that has become a tradition for LEGO fans looking for specific figures.

The paper bags also suffered from an aesthetic standpoint. The sustainability team and LEGO's quality department wanted the new packaging to look appealing in stores, which didn't align with the crinkled appearance of the paper bags after handling.

Despite exploring various paper options, LEGO found that they all led to the same conclusion. Cardboard boxes were the only realistic alternative, but maintaining the surprise element for kids prevented strategies like adding codes to the boxes for character identification.

In the end, LEGO and collectors are at an impasse, and stores now grapple with the consequences of open boxes. The sustainability team emphasizes that they don't condone this approach. For LEGO, the pursuit of sustainability met the reality of a dedicated and discerning fanbase.[/reg]