Buzz
Whether you're buying toys for your children or indulging in a bit of nostalgia for yourself, you've undoubtedly noticed that items like Barbie dolls, action figures, and other toys are often packed in almost impenetrable ‘Fort Knox’-style packaging, with layers of plastic, twist ties, and tape wrapped around them, all sealed inside an unyielding plastic ‘clamshell.’ This struggle has become so common, there's even a term for the frustration it causes: wrap rage.
In 2006, Consumer Reports launched the Oyster Awards to highlight the most difficult-to-open packages; the top honor went to the plastic clamshell holding the Uniden Digital Cordless Phone set, which took CR staff a whopping 9 minutes and 22 seconds to open, requiring both a box cutter and a razor blade. Second place was awarded to American Idol Barbie’s packaging, which, although it didn’t require the same tools, still took 15 minutes and 10 seconds to free the doll, involving untangling wires, snipping rubber bands, peeling off thick plastic straps, cutting a tab embedded in her head, and delicately removing a series of stitches that kept her hair attached to a plastic strip on the back of the box.
These frustrating packages not only annoy consumers, but the excess plastic involved isn’t exactly environmentally friendly. So why are toys packaged this way in the first place?
Try It Before You Buy It
There are a few reasons for this. One of the main ones is marketing. Just think about a Coke bottle—it's instantly recognizable from across the store. But not many toys have that same level of iconic packaging, so manufacturers want to give both kids and adults a chance to experience the toy right there on the shelf. The consumer should be able to see the whole toy and, if it makes sounds or lights up, test it out right in the box. To make this possible, toy makers use intricate molded plastic packaging that showcases all the components and lets shoppers interact with the toy before making a purchase.
Packaging also plays a crucial role in security. Retail theft is a concern for any store, but it's especially challenging when the products are small and easy to hide. Then, there’s the issue of kids playing with toys in the aisles while their parents shop. Once a toy is opened and possibly damaged, it can’t go back on the shelf. Packaging that takes a few minutes to open—sometimes requiring a box cutter or scissors—helps deter potential thieves of all kinds.
For the Journey
Another reason for the elaborate packaging is to protect the toy during shipping. Think about the gift you bought your kids last Christmas—most likely it came from overseas and was shipped here by boat and truck. There’s a lot of handling involved from the factory to the store shelves, and every part of the toy needs to be secured to prevent damage or loss. This also ties into marketing: When you spot Barbie or Darth Vader on the shelf, you want them looking pristine—hair in place, capes neat, and accessories like cell phones and lightsabers where they should be—rather than looking like they’ve had a wild night together in the Malibu Dreamhouse.
For what it’s worth, I’ve always found that a can opener works wonders for opening those clamshell packages. Got any tips of your own? Feel free to drop them in the comments below.
