The manufacturer of Baby Annabell and Baby born has released a video highlighting children’s understanding of single-use plastics on the planet. 

The video reflects Zapf’s commitment to moving away from all single-use plastics in its packaging.

In the video (viewable at the end of this story), which is being released for World Earth Day today, some of the brands’ youngest fans shared their concerns about the environment. Zapf says the video makes it clear that children understand the impact single-use plastic has on our planet, with many of them voicing concerns about the safety of animals – including one young boy who urged people to recycle in order to “save the penguins”. The children featured in the video also share their advice for saving the environment, in alignment with the company’s aim of creating a positive campaign that champions the use of single-use plastic alternatives and makes customers aware of its shift to plastic-free packaging.

The team behind Baby Annabell and Baby born pledged its commitment earlier in the year to transition to plastic-free packaging, in answer to growing demand from parents and kids. As part of its plastic-free pledge, Zapf Creation is phasing out its traditional transparent window boxes, and will replace single-use plastic with eye-catching closed box designs that clearly show the dolls, improving visibility of products and increasing brand presence on-shelf. 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.

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

“We’re proud that Baby Annabell and Baby born are loved and recognised by parents and children alike, and with that we take the responsibility of supporting the development of young children seriously,” said Kasia Leskow, Zapf Creation marketing manager. “As a brand that 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 – one of the reasons we were so keen to get their take on the impact of single-use plastic on the planet.”

Kasia added: “The impact of plastic packaging on our planet truly is terrible, therefore we decided it is more important than ever to live and breathe our brand values, truly take sustainability into consideration, and respond with real change to help care for our youngest fans and their future. We really enjoyed talking to children so openly about this issue and we’re proud to be making the change – we felt World Earth Day was the perfect time to release this video.”

The May issue of Toy World, which features a comprehensive overview of the Dolls category, includes a special interview with Kasia in which she discusses Zapf’s sustainability goals, Baby born’s 30th anniversary, and much more. Look out for the issue when it lands on desks in a couple of weeks.