Building-block toys and sets from LEGO, one of the globe's most popular plaything brands, have tended toward paperboard cartons and reusable plastic tubs. For the company's new Hero Factory action-focused toys, it went in a different, creative direction.
LEGO opted for flexible pouches, produced by Sonoco Flexibles. Features of the packaging include a recloseable opening, light weight and high-impact graphics, which assists in stand-out shelf presence.
According to Bob Puechl, vp of Sonoco Flexibles, one key to the sharp packaging was the choice of rotogravure printing: "The superiority and quality of the gravure process, working in close alignment with our graphics capability, was able to deliver the consistency and pop required by the customer."
The pouches, fulfilled at Sonoco's LEGO-dedicated packaging facilities in Mexico and Poland, recently landed two 2012 Golden Cylinder Awards for flexible packaging innovation from the Gravure Assn. of America.