Toy packaging in the era of sustainability: What do consumers really want?

Toy packaging in the era of sustainability: What do consumers really want?

In a context where sustainability is becoming an increasingly decisive factor in purchasing decisions, toy packaging plays a fundamental role. A recent study conducted by AIJU, the Technological Institute for Children’s Products and Leisure, in France, Germany, Italy and Spain with more than 1,600 families with children up to 9 years old, has revealed what families truly expect from packaging in terms of sustainability and how these expectations are impacting the toy industry. In this article, Clara Blasco-López, Project Manager – Design & Trend Researcher at AIJU, explains the study’s conclusions in greater depth.

What makes packaging perceived as sustainable?

To ensure a rigorous, evidence-based analysis, the study evaluated 49 variables extracted from more than 100 scientific publications. These variables were grouped into four key dimensions: formal aspects, functional aspects, perception-related aspects, and aesthetic aspects.

It is noteworthy that aesthetic changes or arrangements were ranked as the dimension with the least impact on perceived packaging sustainability (35%). In contrast, formal and functional dimensions were seen as the main contributors to packaging sustainability, with 47% and 46% respectively. Lastly, perception-related aspects accounted for 41%.

It is particularly interesting that the aesthetic dimension scored lowest. Although people do not consciously believe aesthetics influence them, research shows that aesthetic elements have a significant unconscious impact on the perception of sustainability. For this reason, AIJU is currently conducting a new study using neuromarketing techniques to analyse how aesthetic aspects influence sustainability perception at a subconscious level.

Families perceive packaging as more sustainable when it prioritises not being harmful to human health, avoids chemicals that could affect the toy, ensures safety throughout its entire life cycle, is eco-friendly and environmentally respectful, is durable or long-lasting, and provides clear disposal instructions. Packaging size also plays an important role, as it is considered essential that it be appropriate and proportional to the toy, avoiding excessive material use.

On the other hand, there are variables that influence sustainability perception but are regarded as less impactful. These include regional production of the packaging, the use of simple or nature-inspired typography, and partnerships with NGOs focused on sustainable causes. Logistics-related actions — such as grouping packaging into manageable batches or providing origin and manufacturing information — are also perceived as less sustainable. Finally, visual and colour elements such as muted, natural or nature-associated colours do not have a significant conscious impact on sustainability perception.

Challenging the status quo: Is it time to rethink packaging size?

Traditionally, the toy industry has favoured oversized packaging for two main reasons. Packaging size has been used as a marketing strategy to increase the perceived value of the product. A larger box creates the impression that the toy is more attractive and of higher quality, reinforcing its visual impact at the point of sale. Additionally, bulky packaging enhances the idea that it is an extraordinary or expensive gift, reflecting positively on the giver.

However, this trend is gradually shifting. Reducing oversized packaging is no longer merely an option, but a necessity driven by several factors. New environmental regulations, combined with growing family awareness of the environmental impact of over-packaging, have placed packaging optimisation at the centre of the debate. Added to this are the demands of e-commerce, where packaging size directly affects logistics costs and transport efficiency. Environmental education and corporate initiatives are promoting strategies that balance product value perception with lower environmental impact, ensuring that packaging reduction does not negatively affect the consumer experience.

Right-sized vs. oversized packaging: Which wins?

The study confirms that packaging size significantly influences purchasing decisions. 68% of consumers prefer packaging that fits the toy appropriately, reducing unnecessary material use. Only 8% prefer larger packaging, while 22% are indifferent. These results are consistent across all the countries analysed in the study, with no significant differences between them.

The debate over appropriate toy packaging size has gained prominence in recent years, particularly regarding its environmental impact and household functionality. Based on the study, one of the most valued aspects is concern over the environmental impact of oversized packaging. 36% of respondents consider reducing packaging size important in order to minimise…