Magic Box begins plastic packaging phase-out

Published on: 8th February 2022

The company’s ambition is to reduce almost all plastic in packaging for new products in 2022 as part of its environmental commitments.

Magic Box Toys has confirmed that it has begun phasing out plastic from its product packaging, including plastic elements such as blister packs and foil bags.

The first range to feature more than 85% plastic-free packaging is the latest SuperThings series, Guardians of Kazoom, which launched on 21st January. The range, which offers kids 80+ new SuperThings characters to collect, sees foil bags and plastic packs replaced with recyclable packaging made from recycled paper, cardboard bags and boxes.

The move hasn’t just reduced Magic Box’s plastic footprint – it’s also created an attractive new on-shelf look for SuperThings. A wide range of display units and assets will be available for the latest series to ensure the products stand out in any retail outlet.

The SuperThings: Guardians of Kazoom range was unveiled and met with excitement at London Toy Fair. Speaking of the company’s plans to phase out plastic from its packaging, Suzie Howes, head of Marketing at Magic Box Toys, said: “Many toys create plastic waste before the child has even had an opportunity to play with the actual toy. By removing such a high percentage of plastic from our packaging, we will help to eliminate over 200 tonnes of plastic waste each year, creating a more sustainable future for our business.”

“The changes that we are making to our packaging form part of the firm’s wider ambition to reduce our global footprint,” Suzie added. “And, whilst redesigning the packaging across our portfolio of brands is a complex undertaking, it is one that we wholeheartedly believe is important and is a challenge that the team has absolutely risen to. The new packaging is beautifully designed to carry the product in an effective and eye-catching way. We know consumers share the commitment that we have to protecting the environment, and it’s great to be able to offer families a host of products that not only have great play value, but which also come in packaging that is over 85% plastic-free.”

For more information, contact the UK Magic Box Toys team at:


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