Why LEGO’s shift to paper packaging is more complicated than it looks

LEGO is transitioning from plastic to paper-based bags in its packaging as part of its broader sustainability initiative to eliminate single-use plastics. While this move aligns with environmental goals, it presents several challenges in manufacturing and packaging processes.​

Material Handling and Machinery Adaptation

Plastic bags have long been favoured for their durability and compatibility with high-speed packing machinery. Switching to paper requires significant adjustments, as paper behaves differently during processing. It is more susceptible to tearing and crumpling, necessitating modifications to existing equipment or the development of new machinery to handle paper efficiently.

Ensuring Product Protection

LEGO bricks must remain pristine from factory to consumer. Paper bags must provide adequate protection against moisture and damage, which plastic naturally offers. Developing paper materials that meet these protective standards without compromising recyclability is a complex task.​

Maintaining Brand Experience

The unboxing experience is integral to LEGO’s brand identity. Transitioning to paper packaging must preserve the tactile and visual elements that customers expect. This includes ensuring that paper bags are not only functional but also aesthetically pleasing and consistent with LEGO’s quality standards.

Sustainability and Recycling Considerations

While paper is generally more recyclable than plastic, the overall environmental impact depends on various factors, including sourcing and production processes. LEGO aims to use responsibly sourced paper and ensure that the new packaging is easily recyclable, aligning with its commitment to sustainability.​

LEGO’s shift to paper-based bags involves overcoming technical and logistical hurdles to meet environmental objectives without compromising product quality or customer experience.

To explore more cutting-edge solutions in sustainable packaging, don’t miss the latest insights and technologies showcased at Packaging Innovations & Empack 2026.