The online behemoth calls it “frustration-free packaging.” It calls it “an initiative designed to make it easier for customers to liberate products from their packages.” (We must admit, we rather like the “liberate products from their packages” phrase, because, after all, who hasn’t felt the pain of taking a large toy from its packaging, as demonstrated in this little video Amazon put together to demonstrate its new product.)
The new packaging will be used to ship 19 products from such manufacturers – mostly toy manufacturers – as Fisher-Price, Mattel and a few others.
One of the toys to be packaged in the new box is the Fisher-Price Imaginext Adventures Pirate Ship (the one featured in the video). According to the Amazon news release, the new packaging for this toy
“eliminates 36 inches of plastic-coated wire ties, 1,576.5 square inches of printed corrugated package inserts and 36.1 square inches of printed folding carton materials. Also eliminated are 175.25 square inches of PVC blisters, 3.5 square inches of ABS molded styrene and two molded plastic fasteners.”
What’s more, the “frustration-free” box can be re-used as a great garage for your child’s miniature trucks, or reconfigured into an addition to the cardboard doll house.
And we all know that the boxes the toys come in make the best playthings for imaginative children anyway....
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