Sambro unveils sustainable packaging solution

Published on: 14th August 2023

Sambro International has taken one step further in its ESG commitments with a planned roll out of cardboard packaging to replace current ‘egg-shaped’ plastic designs used for its collectibles.

(Packaging subject to licensor approval)

Sambro International has reimagined packaging for one of its best-selling lines in a move which will help save 12.8 tonnes of plastic a year.

As part of its ESG commitments, which have already seen the firm reduce its Scope 1 & 2 carbon footprint by 10% since its baseline year, Sambro has undertaken an audit of the packaging used across its range of toys, identifying ways in which it can make sustainable improvements.

This has resulted in the launch of a new-look, fully recyclable packaging format that will replace its egg-shaped plastic packaging, which has been used across a variety of Sambro products for over three years. This includes Sambro’s best-selling Create Your Own Character line, which has been developed in collaboration with long-standing licensor Hasbro as part of its Peppa Pig franchise. The Peppa Pig Create Your Own Character range comprises four collectible characters, including Peppa Pig, George, Mummy Pig and Daddy Pig. Packs include fabric outer body, stuffing and instructions on how create your very own Peppa plush.

Working in partnership, Sambro’s Design, Product and ESG teams developed updated packaging for the range, to reduce plastic waste and add an extra play element, increasing retailer and consumer appeal. The new paper-based packaging design, inspired by milk-cartons, is fully recyclable – including the bag that holds the stuffing for the toy. The packaging also features a cut-out heart image which adds an extra play element. Additional design elements, such as the paper tie and gift bag, allow it to be reimagined as a gift line.

Under the current deal with Hasbro, the updated packaging will be launched to UK and EMEA retailers from January 2024 and will be expected to hit shelves by spring/summer the same year.

Based on latest sales stats, which show that 236,363 Create Your Own Character toys were sold in 2022, Sambro’s cardboard packaging will save 12.8 tonnes of plastic – the equivalent of 752,469 plastic drinks bottles – from landfill.

Other benefits include the new rectangular shape, which packs more efficiently, resulting in smaller shipping cartons. The addition of on-pack snipes which educate around plastic-free packaging, will also help increase customer awareness of better buying choices.

Lisa Longley, Sambro’s Ethical and Sustainability manager, said: “Sambro is committed to working with its licensors, such as Hasbro, to develop more sustainable packaging solutions. As part of our wider ESG commitments, we have a road map which addresses how we can better use 100% recycled and recyclable materials in our packaging. Whilst practical, our current egg-shaped packaging is not easily recyclable and offers little secondary use for customers, making it a sustainability weak spot for us.”

“Our new, reimagined packaging has seen our Design, Product and ESG teams work together to develop a bespoke customer specific packaging solution, which we are now hoping to roll-out across other ranges. The broader efforts to reduce the use of plastics across our packaging will include more environmentally friendly and innovative materials, enhanced consumer recycling through product design and on pack snipes, and an overall eco-friendly themed approach to play.”

Sambro launched its new look design at the Las Vegas Licensing Expo last month. To find out more about Sambro’s wider ESG commitments, click here.


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