The team behind Nurturing doll brands, Baby Annabell and Baby born, pledges its commitment to the future of the planet.

 Zapf Creation has announced a commitment to produce plastic free packaging in answer to growing demand from parents and children for more sustainable options in the toy market.

Waving goodbye to traditional transparent window boxes, Zapf Creation will instead usher in eye-catching closed box designs that clearly show the dolls, improving visibility of products and increasing the brand presence on shelves. Within the boxes, cable ties and plastic bags will be swapped for paper packaging alternatives to ensure products are still secure throughout transport, storage and purchase.

Removing the plastic packaging means the unboxing experience is also improved for children (and parents), making it easier and more exciting to open up their new purchases. Similarly, the new packaging means that any returns are also easier, with products simply replaced into boxes.

Initially rolling out across 2021 with all new product, this new standard in doll and accessory packaging will then be seen across the entire Zapf Creation portfolio, with the ultimate aim of having the entire range plastic free by autumn 2022.

Kasia Leskow, Zapf Creation marketing manager, said: “Baby Annabell and Baby born are loved and recognised by parents and children alike, and we take the responsibility of supporting the development of young children seriously. As a brand which plays such a big role in children’s lives from an early age, we must also consider other impacts we have on their lives too. We know customers are used to seeing toys in show-boxes currently, but our world is changing rapidly and children, not just parents, are calling for brands to take sustainability into consideration. We’re thrilled to be implementing this positive change, and demonstrating our care for children and their future.”