Following the Toy Book’s first-ever trends panel at the ASTRA Marketplace & Academy in Long Beach, California last month, one big question served up during the post-panel audience Q&A had to do with plastic-free packaging. Specifically, how Hasbro would handle the transition to windowless boxes for its 6-inch action figures and if they would completely do away with plastic bubbles on cardbacks — the traditional packaging format for action figures for more than 45 years.
While the answer to the 6-inch was already clear, at the time there wasn’t much to share about the bubbles. Now, Hasbro has offered an update based on fan concerns and retailer questions regarding toys that could be considered to be collectibles in which the packaging might be viewed as part of the total experience.
Timed with Comic-Con International: San Diego (SDCC), Hasbro issued an update that can be read, in part, below:
At Hasbro, we have set a goal to eliminate virtually all plastic from new, single-use product packaging by the end of 2022. The company is currently on track to meet its industry-leading goal, reducing the use of virgin plastic by an estimated 19.5 million pounds annually.
What does this mean for products from fan-favorite Hasbro brands? You may have already noticed the transition to new plastic-free packaging within some kid-focused figures, and most 6-inch figures will transition to plastic-free packaging by early 2023.
As part of the shift away from window boxes, you’ll see highly detailed artwork and exciting new imagery on each package featuring iconic characters and their figures inside. This includes new packaging art that will showcase the articulation and poseability of each figure.Our goal does not include packaging for fan collectible products like 3.75” action figures, where packaging is part of the product experience and typically retained intact for fan display and collections. Those lines include Star Wars The Vintage Collection and Retro, as well as other collectible brands such as Marvel Retro and G.I. Joe Retro. In support of Hasbro’s lower carbon strategy and upcoming science-based targets, our fan collectible blister packaging will continue to be made with either plant-based or recycled PET content.
Hasbro, with the support of its collaborators, is committed to doing what’s right for the future of the planet and looks forward to having its fans along for the journey.
The Hasbro Team
Quite simply, the retro-inspired action figures will continue to be offered in the familiar manner that kids and collectors have enjoyed since the days of the original Kenner Star Wars collection … just in their current, more sustainable, plant-based or recycled PET format.
