Kids & toys
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Toronto, CA
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Little Fable's toy boxes that parents don't throw away
A wooden-toy maker printed a play scene inside the lid so the box becomes part of the toy. Parents keep it.
Order
4,000 rigid boxes
Result
Box reused in 70% of homes
Speed
18 days to delivery
The box
Rigid box with printed play-scene inside
The box as a toy
Little Fable makes wooden animal sets. The team wanted the packaging to be part of the play rather than landfill.
Inside the lid
A printed farmyard scene inside the lid and base, so the open box becomes a stage for the animals. Water-based inks, tested for toy safety.
Survey says
In a follow-up survey of 612 customers, 70% said the box was still in use three months later.
What changed
Returns dropped, reviews mention the box, and the brand now designs every new set around its box first.
Noa Bennett, designer
