Amazon Continues Fight Against Wrap Rage

Another Reason to Do Toy Shopping Online

By Published on .

When I was a kid, toys came in a box. Open the box, toy comes out, play with toy. So I disappeared from the toy scene for umpteen number of years, and anyone with a child (or who still buys toys) knows what I returned to find. Apparently the geniuses who create packaging for toys had watched "Toy Story" a few too many times. Convinced the toys would walk off store shelves in the middle of the night, they started to encase them in plastic or tie them down with 16 twist-ties per square inch. No use remembering batteries on Christmas morning, parents, because by the time you freed the toy from its package, those batteries would be long expired. (And don't even get me started on the fact that changing batteries now requires a screwdriver.)

At any rate, just as Wal-Mart is pressuring some of its suppliers to cool it on excessive packaging, Amazon is working with some toy suppliers to not only reduce packaging (go environment!) but also all those annoying ties and tightly sealed plastic that lead to wrap rage (go parents!). There's a really cool video here. (Boo Amazon for not making this embeddable!) Full release here: has launched "Frustration-Free Packaging," a new initiative designed to make it easier for customers to liberate products from their packages. Amazon is focusing first on two kinds of items: those enclosed in hard plastic cases known as "clamshells" and those secured with plastic-coated wire ties, commonly used in toy packaging.
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