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Saturday, July 13, 2024


  • 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
  • The fully recyclable packaging will launch initially with licensor Hasbro across its Peppa Pig™ Create Your Own Character line
  • Redesign will save 12.8 tonnes of plastic a year

Award-winning global supplier of licensed and own brand toys, 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 has 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.

The result of which has seen 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 license partner Hasbro as part of its Peppa Pig™ franchise of products.

The Peppa Pig™ Create Your Own Character range comprises four collectable 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 end-result is a new paper-based packaging design inspired by milk-cartons, which is fully recyclable, which includes the bag that holds the stuffing for the toy. The packaging also features a cut out heart image, which adds an extra play element. There are also additional design elements such as the paper tie and gift bag, which 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 SS24.

Based on latest sales stats, which show that 236,363 Create Your Own Character toys were sold in 2022, as a direct replacement, 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 packaging’s 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 sustainable 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 currently using this egg-shaped packing.

“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 as part of the Products of Change stand.

To find out more about Sambro’s wider ESG commitments visit: https://www.sambro.com/sustainability

Sam Allcock
Sam Allcock
With over 20 years of experience in the field SEO and digital marketing, Sam Allcock is a highly regarded entrepreneur. He is based in Cheshire but has an interest in all things going on in the North West and enjoys contributing local news to the site.
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