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Survey: what do you think of LEGO boxes?

LEGO is running a survey to get feedback on their packaging, and asked us to share it with our readers. This is a great opportunity to let LEGO know what you think about their box designs, and other packaging materials. Please note that the focus of this survey is on the packaging of the larger, higher price point, and exclusive sets. Below is the message from LEGO and more details about the survey. 🙂

“Dear LEGO user, we are a team of packaging designers belonging to the LEGO product development department. Our key mission is to design packaging that supports a strong LEGO product experience. We are conducting this survey among Recognized LEGO User Groups and LEGO Fan Media, as we know that you have a great deal of experience with our products and packaging. To achieve our mission it is important for us to get an understanding of how you perceive the LEGO packaging experience. In this survey, we focus on the type of packaging that usually comes with a higher price point LEGO product. The products above illustrate the kind of sets we refer to. Thank you in advance for your feedback – it is highly appreciated! Please complete the survey before March 6, 2017.” Here is the link to the survey: AFOL PACKAGING SURVEY

I just took the survey myself, and it is very interesting and thoughtful. It firsts ask you about where you usually shop for LEGO sets, if you have more or less LEGO than other people of your age (LOL!), and if you keep the boxes and why. It also asks questions like if the packaging influence your motivation to purchase a LEGO set either for yourself or as a gift and how, and if you could improve one thing about LEGO packaging what would that be. Then you are asked about your preference between integrated opening lids (like in the LEGO Architecture and LEGO Ideas line), and lids that can be completely separated from the box (LEGO Master Builder Academy, some LEGO Technic sets, etc). You also have a chance to mention the LEGO packaging that stood out to you the most and you really liked.

For some of the questions the answer is a simple yes or no, for some there are radio-buttons to make your choices, and you also get plenty of opportunities to write out your opinions, preferences and wishes in more detail. The last question is a blank form where you can let the packaging designer team know anything else you want to share. So again, this is a great opportunity to let LEGO know everything you like and don’t like about their packaging, and the improvements you would like to see. Put aside ten minutes to give them your valuable feedback.

Some features that you might think about are size and shape of the boxes, lid designs, closure designs, quality and thickness of the cardboard, graphics and information on the boxes, reusability of the boxes for sorting and storage, inner boxes and other packaging, storage trays, etc. At some point after the survey is over, one of the packaging designers from the team will share on the LEGO Ambassador Forum how they will use the input from the LEGO fan community. When that happens I will share that information here as well with our readers (probably as an update in the comments).

Once you filled out the survey feel free to share your thoughts in the comment section below! Would love to hear your opinion both on the survey itself and on LEGO packaging. My favorite packaging is for the LEGO Master Builder Academy sets because of the sturdy boxes, lift-off lids, and inner trays! What is your favorite? 😉

And you might also like to check out the following related posts:

LEGO Pick-A-Brick Wall Survey Results

{ 18 comments… add one }
  • BrickFirst February 27, 2017, 11:37 AM

    My biggest gripe is why the boxes here in the United Kingdom do not show the number of pieces as they do in the US?

    • adminEm February 27, 2017, 12:11 PM

      My understanding is that LEGO prefers not to include the piece-count because it helps to prevent people overthinking their buying choices. More impulse buying by consumers = more money for the company. In the US it is required by law to include the piece-count, so LEGO is forced to do it. But in other markets they aren’t, so they won’t do it. But yeah, I agree that it must be annoying.

      • Xevo February 27, 2017, 2:47 PM

        I use piece count so often for my purchasing decisions, it would really annoy me to not have it right on the box!

        • admin February 27, 2017, 3:16 PM

          Yeah, savvy AFOLs rely on the piece-count heavily. It is a super easy way to get a rough value of the set, and see if an advertised deal is indeed a good one. I can’t imagine being without it either.

  • brickmaster February 27, 2017, 1:48 PM

    Survey filled out. I agree that it appears to be useful with good questions. I think for sets where alternate building is encouraged, like in the three in one Creator sets, having a reusable box makes sense. But for large sets that will likely be built and left alone, like the Modulars, I don’t think having a fancier box would make much sense. I like that you can just flatten them out for long term storage. The Architecture and Ideas boxes are fine, but they should work well for storing the sets.

    • admin February 27, 2017, 3:11 PM

      That’s a good point about large sets like the Modulars when the box will likely never be used. Reusable boxes do make sense for Creator, Classic, Juniors, and other sets that encourage free-building.

  • Mav.weirdo February 27, 2017, 2:28 PM

    While I like Friends and Elves sets, I hate the curved boxes they come in. I sometimes will save or store a set in it’s box, and the curved boxes do not stack well and take up more space.

    • admin February 27, 2017, 3:12 PM

      Oh, yes! I don’t know what’s up with those curved boxes! Not just that they don’t stack well at home, they are also often damaged at the store because they don’t stack well there either.

    • Agatha February 27, 2017, 6:54 PM

      Totally agree with this. I hate the curved boxes on Friends and Elves sets for the same reasons mentioned here. Lego should be streamlining boxes to make them more environmentally conscious. This, along with eliminating the curved ends, would also make them easier to store.

      • admin February 27, 2017, 11:09 PM

        Agatha, make sure you mention these when you fill out the review. I completely forgot about the curved boxes when I filled it out, even though I agree that they are not very practical.

  • jjava February 27, 2017, 2:33 PM

    I think the Lego Ideas set to have better quality boxes. Anyone else? Or am I just dreaming? (Need to check later)

    • admin February 27, 2017, 3:13 PM

      Yes, LEGO Ideas and LEGO Architecture sets have higher quality boxes on purpose. They are made to be reusable boxes with flip-up lids. They are quite handy for long-term storage.

  • Laurie February 28, 2017, 4:39 AM

    having an oversized box for not many parts is DUMB and Wasteful. I understand they want to make it look attractive and all. most people buy Legos for what is inside the box, not the outside, because it looks good. Shrinking the crazy large box to a normal size enough to hold all parts with no damage done to the logos. Would be a smart choice. And would be more environmentally friendly in. A way. you can make 2 boxes out of one of these. I notice some Lego sets that come in plastic bins that can be placed on top of each other. I like that idea. However might cost insanely expensive to plastic bin every set they made now and in future, many will keep however there are people who still throw them away. Off topic I know the Lego Batman Movie is AWESOME, my daughter likes the Joker and Harley set, and my son says the Scuttler looks cool. Got 3 Lego elves sets on the way, and plan to get the last 2 to complete the Lego elves collection.

    • admin February 28, 2017, 12:03 PM

      Laurie, good points. I also like the plastic boxes the LEGO Classic and some of the LEGO Creator sets come in. They make excellent and sturdy storage boxes. And I really like the LEGO Juniors suitcases as they make great sorting containers. But yeah, having all the sets in plastic boxes would be too expensive, and it would probably be too much to store. I think they have a good balance with those. LEGO did reduce the size of the cardboard boxes already, but I agree that on some of them they could reduce it even more. Kids like big awesome boxes though, so there has to be some balance. Nice to hear that your kids are enjoying Elves and The Batman Movie sets! Lots of good choices there! 😀

  • Rob February 28, 2017, 10:44 AM

    Just from my own personal feelings, I think by and large the packaging is fine. I do like the fancier packaging for the sets like the Architecture and the Porsche 911 Technic model as these to me have a more ‘this set is for a more mature customer’ feel. I’ve been impressed with Lego and despite how their product is commonly seen as just a ‘child’s toy’ they recognize and definitely keep in mind that there are older teens and adults who really enjoy collecting and building Lego sets.

    My other point on the Lego packaging is that I do agree that as an adult some of them seem larger than they might need to be, but I also remember when I bought the Taj Mahal the box was so big it reminded me of when I got large Lego sets when I was a kid (and the huge smile on my face I had when I held such a huge box!), so I wonder if part of the box size gives kids a more excited feel.

    • admin February 28, 2017, 12:06 PM

      Yeah, kids LOVE big boxes! And most adults do too. Getting a giant box of LEGO is so exciting! LEGO actually did reduce the box sizes already a few years ago. Their current trend is large, but narrow boxes, which I think is a good compromise. I agree that most of the packaging is totally fine. The fact that they are even asking, shows that they really care about their products, and value the opinion of their fans.

  • Michelle February 28, 2017, 5:38 PM

    I did the survey. Can anyone explain the logic in how they package the elements. I’m referring to the unnumbered bags. Wouldn’t it be easier to put like colors together and mini figs together? I end up dumping them all out and then divide them. Am I doing this wrong?
    Would love to know how y’all prepare for a build.

    • admin February 28, 2017, 5:44 PM

      Michelle, in larger sets the numbered bags correspond to the building steps. In smaller sets the bags are unnumbered and they are packed with whatever makes sense in the factory. For larger sets building by the bag numbers is more efficient. For smaller sets where the bags aren’t numbered, you can certainly open them all up as it won’t make much difference in building speed. Mixing up bags also discourages thieves, who would be after bags that contain rare parts and minifigures. 😉

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