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17 January 2008. Vivid Imaginations, the UK’s largest toy and games marketer has embarked upon an ambitious programme to move towards more eco-friendly packaging solutions, assisted by Brighton based, leading eco-design consultancy Giraffe Innovation. Starting this year Vivid, will move towards space-efficient packaging and removal of all PVC from packaging materials.
Like so many companies our packaging solutions in the past have been influenced by competitive considerations and retailers asking for a bigger boxes to improve consumer value perceptions. This mind-set is changing and Vivid is going to be in the vanguard of an inevitable transition for the toy industry,” stated Nick Austin, Vivid’s CEO. “ Government, NGO’s, TSO’s and consumer lobby groups are going to continue to insist that the toy industry steps into line. We are highly encouraged by the positive retail response we have received from this initiative so far.”
Rob Holdway, Director of Giraffe Innovation added, “Big can be beautiful, but toy packaging often takes this to extremes. We are pleased to be working with Vivid to help come up with innovative solutions which supports the brand but reduces the material and carbon footprint of the packs. Giraffe Innovation Ltd. Giraffe was listed by The Observer & The Guardian as one of the brightest independent UK green businesses. Email: info@giraffeinnovation.com
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