As part of Disney’s SmartPackaging Initiative, Disney Store’s Moana Classic Doll features a new design that enhances storytelling and is easier to recycle. Kids can turn the packaging into a boat, mostly because it doesn’t contain glue or tape used in most packaging, allowing the pieces to easily separate when consumers open the box. The new packaging is comprised of 70-percent recycled content.
The Disney SmartPackaging Initiative launched in 2014 and features a sustainable packaging measurement and design tool that aims to reduce package waste, increase packaging recyclability, optimize on-shelf performance, and reduce costs. Packages for Disney Princess dolls and Cars products have had initial success, minimizing environmental impact by design for recyclability, source responsibility, and materials reduction. Toymakers such as The Lego Group, Hasbro, Mattel, and Jakks Pacific have also implemented the tool.
The SmartPackaging Initiative is part of Disney Consumer Products’ License to Lead, which is a collaborative, voluntary program offered to licensees, giving them the opportunity to shape initiatives in environment and philanthropy, take part in special events, and create shared value with incentives for continual improvement.