Partnering with a leading puzzle company to eliminate plastic inserts

Helping TipToi switch from plastic to paper-based inserts, saving 162 tonnes of CO2 emissions

When a leading German puzzle company set out to enhance the packaging for its bestselling Tiptoi® educational toy, it needed a solution that balanced sustainability, efficiency, and premium presentation. Smurfit Westrock rose to the challenge with an innovative paper-based design that replaced plastic, streamlined the packing process, and aligned perfectly with the company’s environmental goals. This case study explores how the collaboration led to a packaging transformation that delivered both operational and brand impact.

The Challenge

A leading German company in games, puzzles, and toys offers the TipToi brand, an interactive pen and book set that educates children using modern technology. The packaging previously included a plastic insert to hold components, but the company aimed to replace this with a more sustainable alternative.

The Approach

Our expert designers developed the first insert with a sloping wall to securely hold the electronic pen and a cushioned fold to protect the tip. The second insert was crafted to cushion the book, ensuring both fit neatly into the outer box. The design was then drop and transit tested to ensure performance throughout the supply chain.

The Result

By switching to paper-based inserts, the TipToi brand has reduced CO₂ emissions by 162 tonnes annually. Of this, 52 tonnes come from eliminating plastic, while 110 tonnes are saved through transport optimisation, as the flat-packed design requires 63% fewer trucks. The solution also improves warehouse efficiency, saving over 100 pallet spaces.