By Clara Blasco-López

As sustainability becomes an increasingly important factor in purchasing decisions, toy packaging plays a crucial role. The AIJU, the Children’s Product and Leisure Institute conducted a study recently in France, Germany, Italy, and Spain with over 1,600 families with children up to the age of nine. The study has revealed families’ true expectations regarding sustainable packaging and how these expectations impact the toy industry. 

What factors contribute to a package being perceived as sustainable?

To ensure a rigorous, evidence-based analysis, the study evaluated 49 variables drawn from over 100 scientific publications. These variables were grouped into four key dimensions: structural, functional, perceptual, and aesthetic aspects. Notably, changes in the aesthetic dimension were found to have the least impact on packaging sustainability (35%). In contrast, the structural and functional dimensions were identified as the most influential factors, contributing 47% and 46%, respectively. Meanwhile, the perceptual aspects of packaging accounted for 41%.

It is particularly interesting that the aesthetic dimension scores the lowest. While people may not consciously recognise its influence, research suggests that aesthetic aspects significantly impact the perception of sustainability at an unconscious level. To explore this further, AIJU is currently conducting a new study using neuromarketing techniques to analyse how aesthetics shape perceptions of sustainability beyond conscious awareness.

Families perceive packaging as more sustainable when it prioritises human health by avoiding harmful chemicals that may affect the toy, ensuring safety throughout its lifecycle — from use to disposal — and being “eco-friendly”. Additionally, packaging is valued for its durability, longevity, and clear disposal instructions. Finally, the size of the packaging is crucial, with families expecting it to be appropriately sized and proportional to the toy, avoiding excessive use of materials.

On the other hand, there are variables that, while they influence the perception of sustainability, are seen as less impactful. These include the packaging being produced locally, the use of simple fonts or those evoking nature, and partnerships with NGOs dedicated to sustainable causes. Actions related to logistics, such as grouping packaging in batches for easier handling and providing information on their origin and production, are also perceived as having a lesser impact on sustainability. Additionally, visual and chromatic elements, such as the use of muted colours or those associated with nature, do not have a significant conscious impact on the perception of packaging sustainability.

Challenging the status quo: is it time to rethink packaging size?

Traditionally, the toy industry has relied on oversized packaging for two main reasons. First, packaging size has been used as a marketing strategy to increase the perceived value of the product. A large package creates the impression that the toy is more attractive and of higher quality, enhancing its visual impact at the point of sale. Second, large packaging reinforces the idea of the toy as an extraordinary or expensive gift, elevating the image of the gift giver. 

However, this trend is undergoing a gradual shift in the industry, where reducing oversized packaging is no longer merely an option but a necessity driven by several factors. New environmental regulations, alongside increasing awareness among households of the impact of overpackaging, have placed the need to optimise packaging at the forefront of the debate. Additionally, the demands of e-commerce have made packaging size a critical factor, as it influences logistics costs and transport efficiency. Environmental education and business initiatives are now focusing on strategies that balance the perceived value of the product with a reduced environmental impact, ensuring that packaging reduction does not compromise the consumer experience.

Right size vs oversize: which wins out?e?

The study confirms that packaging size has a significant impact on purchase decisions. 68% of consumers prefer packaging that closely fits the toy, minimising unnecessary material use. Only 8% favour larger packaging, while 22% remain indifferent. These preferences are consistently observed across all the countries analysed, with no significant differences between them.

Thus, the debate on the appropriate size of toy packaging has become increasingly relevant in recent years, particularly in relation to its environmental impact and practicality in the home. The study highlights that one of the primary concerns is the environmental impact of oversized packaging. Thirty-six percent of respondents consider reducing packaging size to be important to minimise its ecological impact, while 55% remain neutral, and only 9% oppose this idea. Another key factor driving the preference for more compact packaging is the need to save space at home. As living spaces become smaller and relocation becomes more frequent than in previous decades, 45% of consumers prefer packaging that is tailored to the product. Meanwhile, 49% have no clear opinion, and only 6% oppose this preference.

However, perceptions shift when the packaging is intended for gift presentation. While large and visually striking packaging may enhance the aesthetic appeal of a gift, only 20% of respondents view this as an advantage. Meanwhile, 55% remain neutral, and 25% oppose the idea. 

These results indicate that, beyond aesthetics or visual appeal, the prevailing trend favours more sustainable and functional packaging. Reducing packaging size is regarded not only as an environmental strategy but also as a practical solution for consumers’ everyday needs.

How packaging size influences perceived value

The size of the packaging also influences the perception of value, with larger packaging often making the toy appear more valuable. This phenomenon stems from a common marketplace perception, where bigger size is frequently associated with higher product quality. In fact, 25% of consumers believe that the size of the packaging directly impacts their perception of toy quality, while 54% remain neutral, and 21% disagree with this idea. On the other hand, regarding the value of large packaging, 24% of consumers are in favour, while 50% remain neutral, and 26% are against it. In relation to the purchase of toys with excessive packaging, the results indicate that 85% of consumers avoid buying toys with excessive packaging — 32% are in favour of this stance, and 53% are neutral — while only 15% of participants do not see excessive packaging as a barrier to purchasing toys.

In addition, 95% of consumers made at least one toy purchase online in 2024, suggesting that optimising package size is also linked to reduced shipping and storage costs. Five percent of consumers made all their 2024 purchases from online stores, while 42% made more than half of their purchases online during the year. These data reinforce the need to find a balance between value perception and sustainability.

What type of packaging do families prefer when buying toys as gifts?

Dolls and action figures

Consumer preferences differ across toy categories. For dolls and action figures, 49% of consumers prefer packaging that allows the product to be visible. However, this preference varies by generation. Generation X (aged 45–65) show a stronger preference for packaging with plastic windows, while Generation Z (aged 24–32) tend to favour completely closed boxes that prevent product visibility, although only 18% of consumers choose this option. Additionally, 15% of participants prefer dolls or action figures without any packaging. It is important to note that the Millennial generation does not show significant differences in preference compared to the other groups, as their responses align closely with the overall sample. The remaining 4% of participants preferred not to answer the question or do not buy this type of toy.

Board games

Regarding board games, 31% of the families surveyed prefer closed boxes, while 14% would opt to forgo packaging altogether, indicating a greater openness to more sustainable alternatives. In this case, there is no significant difference between age groups or countries.

In contrast, there is significant data concerning the packaging material for board games. In this regard, 48% of consumers prefer packaging made of cardboard, plastic, or metal, while 31% opt for cloth, nylon, or resealable packaging. When examining generational preferences, Generation X tends to favour more traditional packaging, the Millennial generation aligns with the overall sample, and Generation Z shows a clear preference for nylon or cloth bags. The remaining 6% of participants preferred not to answer the question or do not buy this type of toy.

The results reveal generational differences in packaging preferences, reflecting shifts in values and consumer habits. Generation X maintains a more conservative stance, favouring traditional packaging. While Generation Z, having grown up in an era of heightened environmental awareness and sustainability, tends to prioritise reusable options with a lower ecological impact. Furthermore, their more dynamic lifestyles and their tendency towards mobility lead Generation Z to prioritise functional, lightweight, and easy-to-carry packaging, in contrast to the more rigid and traditional options preferred by older generations. The remaining 7% of participants preferred not to answer the question or do not buy this type of toy.

Construction kits

In the construction kits section, 37% of consumers prefer completely closed packaging, while 34% of families favour packaging that allows them to see some elements of the contents. Additionally, 11% of respondents indicate that they prefer no packaging for this type of toy, and 14% do not align with any of the aforementioned options. Regarding generational differences, there is significant data indicating that Generation Z consumers show a stronger preference for forgoing packaging altogether for this type of product compared to the other age groups. The remaining 4% of participants preferred not to answer the question or do not buy this type of toy.

The digital passport as a sustainability tool

The concept of the digital passport, which provides information on product traceability and recyclability, has been shown to positively impact the perception of sustainability. Fifty-eight percent of families consider toys with a digital passport to be more sustainable, although 23% indicate that this element does not influence their perception. This technology enables brands to offer greater transparency regarding materials and production processes, thereby reinforcing consumer confidence and facilitating the recycling or reuse of the product at the end of its useful life. The remaining 2% of participants preferred not to answer the question or do not to buy this type of toy.

Sustainable values of the Eco-friendly and the conscious consumers

The study has identified three main consumer profiles based on their sustainable toy purchasing behaviour. These profiles reflect varying purchasing habits and priorities when selecting more environmentally responsible products and packaging. Below, the two profiles aligned with sustainable values are detailed.

Eco-friendly consumer

The first profile is the eco-friendlyconsumer, representing 18% of the total sample analysed. This group consists of two distinct subgroups: Generation Z on one hand, and Millennials and Generation X on the other, all with a monthly household income exceeding €4,800. Both subgroups share a university education and full-time employment.

The “eco-friendly” consumer exhibits a high degree of ecological awareness, considering that more than 70% of their toy purchases meet sustainable criteria. Their purchasing decisions are influenced by factors such as the stimulation of learning and movement, trust in reliable brands, and the promotion of cooperation and solidarity. They also prefer shopping in physical stores, with 80% of eco-friendly consumers purchasing half or more of their toys from these establishments. 

In terms of packaging perception and preferences, “eco-friendly” consumers particularly value packaging produced with renewable energy, as this reinforces their perception of sustainability. They tend to prefer larger packaging when the toy is intended as a gift, but opt for a more compact format for personal use. In the latter case, they highlight benefits such as optimised home storage, reduced shipping costs, and a lower environmental impact. Lastly, “eco-friendly” consumers perceive a toy as more sustainable when it includes a digital passport, which has a significant positive influence on their overall assessment.

Conscious consumer

The second profile is the conscious consumer, representing 60% of the respondents. This segment is primarily composed of Millennials and Generation X, with an approximate monthly income ranging from €2,400 to €3,000. They purchase between 10% and 70% of their toys based on criteria that they consider sustainable. Their education level is generally pre-university, and part-time employment is more common within this group. 

The factors influencing toy purchases for the “conscious” consumer centre on good value for money, the stimulation of movement and outdoor play, and the promotion of cooperation and solidarity. Additionally, 65% of these consumers make at least half of their purchases through online channels. 

This profile perceives packaging as more sustainable when it has a longer shelf life, includes instructions for disposal, is reusable, or considers animal welfare in its development and manufacture. They prefer packaging with a container that fits the product, although they are generally more indifferent to packaging details. Lastly, “conscious” consumers are less influenced by the presence of a digital passport in determining a toy’s sustainability.

These results underscore the importance of tailoring packaging and communication strategies to different consumer profiles, ensuring that sustainable solutions are both appealing and accessible to each demographic group.

About the author

Clara Blasco-López, Master’s in Product Design, is a Design and Trend Researcher at AIJU in Spain. She advises toy companies on human-centered product development, leads R&D projects, and has been researching sustainability in toys since 2017.