Addressing customer pain points
Goal: To meet global toy safety standards (EN71, ASTM F963, Chinese GB 6675) and address parents' concerns about material toxicity.
1. Material selection
| Material type | Disney solution | Advantages |
| Paper | FSC certified white cardboard (350 - 400g) | From sustainable forestry sources, high stiffness |
| Ink | Water - based ink + soybean - based varnish | Non - toxic and biodegradable |
| Adhesive | PVA white glue (certified for child safety) | Without benzene solvents, easy to recycle |
| Lining | Regenerated EVA foam/paper - plastic molded | Replace PVC blister, naturally degradable |
2. Structural safety design
Round corner die-cutting: All edges are rounded (R ≥ 2mm) to avoid scratches.No sharp accessories: metal buckles are prohibited and magnetic or paper rope fixation is used instead.
Anti suffocation warning: Label packaging containing small parts (in compliance with CPSC requirements).3. Color control
We use the international color system GMI for precise color control down to numerical statistics
Enhance interactivity and display appeal
Goal: To make children fall in love at first sight and make packaging a part of toys.
1. Interactive structure design
| Scheme | Case | Effect |
| Window opening + scenario based | "Frozen" PET transparent window + snowflake UV | Display doll, enhancing purchasing desire |
| Deformable packaging | Marvel hero box → battle scene platform | Secondary use, extending brand reach |
| AR interactive | Scan box to trigger animation / game | Online and offline linkage marketing |
2. Retail display optimization
Hanging hole design: Suitable for supermarket hooks (reinforce the hanging hole position when sticking boxes). Stacking structure: Same series IP with uniform size, convenient for shelf display.Adhesive box process and production optimization
Goal: Balance efficiency and accuracy, suitable for small batch limited edition and large batch standard models.
1. Adhesive box technology solution
| Box type | Applicable devices | Key points of the process |
| Standard color box | Fully automatic gluing machine | High speed (500 pieces/minute), precise control of glue amount |
| Alien box | Semi - automatic + manual assistance | Positioning crosshair + visual alignment system |
| No - glue box | Buckle / magnetic suction structure | No glue, environmentally friendly and easy to open (high - end collectible) |
2. Key quality control points
IP pattern alignment: error ≤ 0.5mm (Mickey ears must be seamlessly connected). Glue line hiding: Apply glue to the inner edge to avoid exposure and affect the appearance. Durability test: Simulate high humidity (85% RH) sea freight for 72 hours without glue opening.Sustainable Packaging Strategy
Goal: To comply with environmental regulations (such as the EU SUP ban) and improve brand ESG ratings.
1
Plastic reduction and recycling design
Material substitution: paper plastic lining instead of vacuum forming, paper rope instead of plastic straps.
Simplify the structure: reduce the number of composite layers (such as removing the film coating and using water-based varnish).
Recycling guide: Printing the "How to Separate Recycling" icon on the box body (such as ♻️+ Disassembly diagram).
Simplify the structure: reduce the number of composite layers (such as removing the film coating and using water-based varnish).
Recycling guide: Printing the "How to Separate Recycling" icon on the box body (such as ♻️+ Disassembly diagram).
2
Carbon footprint optimization
Localized production: Set up factories in major markets (China, the United States, and Europe) to reduce transportation energy consumption.
Lightweight: Reduce weight by 10% through structural design (such as replacing some cardboard with corrugated paper).
Lightweight: Reduce weight by 10% through structural design (such as replacing some cardboard with corrugated paper).
Cost and Supply Chain Management
Goal: Maintain IP uniqueness while controlling costs.
Modular designShared mold: The same IP series shares a box type (such as the Princess series using drawer boxes and windows).
Standard size: Suitable for automated production lines, reducing mold changing time.
Flexible productionLarge scale: Standard boxes are produced using fully automated lines, reducing costs to below ¥ 0.5 per box.
Small batch: Complex box shaped semi-automatic production line (such as limited edition manually glued boxes for Star Wars)
Competitor Benchmarking and Differentiation
| Dimension | Disney | Industry Standard Plan |
| IP application | Packaging = IP carrier (such as hot - stamping Mickey Mouse) | Only logo + basic graphics and text |
| Adhesive box accuracy | ±0.3mm alignment (visual system) | ±1mm (manual calibration) |
| Premium Capacity | Packaging value increase of 30% + (limited - edition marketing) | Packaging cost proportion < 5% |
Summary: Important elements of Disney packaging production
Safety first - compliance throughout the entire process from materials to structures. Maximizing IP - Let the packaging tell its own story. Technology+Process - High precision adhesive box ensures quality. Environmental protection is marketing - sustainable design enhances brand image. Qualification Certificate - We have the qualification certificate to produce Disney packaging productsThrough this solution, Disney has transformed packaging from a "cost item" to a "value item", becoming one of the core competencies of its toy products.
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