Magic Light Pictures has launched an industry-leading sustainable package guide which it hopes will revolutionise the approach the company, and its partners, take towards packaging its extensive range of licensed products.
Devised in collaboration with Products of Change, the guide has been designed to provide support and information to enable licensees to make informed, sustainable choices on packaging and reduce its impact on the environment.
Where packaging cannot be removed or reduced altogether, the goal is to ‘add value’ to a product by giving packaging a secondary purpose and extending its life cycle or improving its recyclability.
Magic Light Pictures – which has a family of brands including The Gruffalo, Zog and Pip and Posy – hopes that the guide will have an impact, not only on its retail and licensing partners, but also on the wider industry as a whole, via its collaboration with POC.
“From the deep dark wood, to the wide-open ocean, all of Magic Light Pictures’ stories celebrate the wonder of the natural world,” commented Alex Sanson, senior brand manager. “Therefore, as a business we are dedicated to taking steps to recognise the impact we have on the planet and to reduce those negative impacts wherever possible.
“We have already had wonderful feedback from the licensees who have seen the guide and hope that, with the help of Products of Change, other industry professionals can benefit from it and come together to support sustainable change in the industry.”
Leading the project, Magic Light Pictures’ product development executive Hannah McKevitt worked closely with Products of Change consultant Mike Swain, who launched an extensive review of the company’s existing packaging.
The guide encompasses a wide range of packaging formats with constructive advice on all aspects of the cycle from swing tags and kimbles, to packaging substrates, environmentally friendly inks, and reuse or recyclability of materials. Its visual style was designed by sustainable, planet-conscious creative agency Nosy.
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