Sustainable Development Week 2026
This article is part of a series of sustainability-themed articles we are publishing to celebrate Earth Day 2026 and promote more sustainable practices. Discover all our content from Sustainable Development Week 2026.
When most people think about the latest Disney figure or doll, they probably focus on the pose, the accessories included, or deciding which one to take home or add to cart.
As part of Disney’s broader Earth Month efforts — which also include a brand new solar site at Walt Disney World — the company has redesigned the way its classic dolls are packaged. These are the ultimate gifts for fans of Disney princesses and other iconic characters, whether picked up after a visit to the parks, at a local Disney store, or ordered online.
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This type of packaging rethinks things on a large scale. As the world’s largest licensor, Disney generates approximately $62 billion in annual global retail sales, spanning more than 100 product categories in more than 180 countries.
Disney has moved away from traditional plastic-heavy planters and toward an entirely paper-based, plastic-free design that aims to be easier to open, easier to recycle and better to display.
The result is a redesign that now covers 15 classic dolls, including Ariel, Belle, Cinderella and Tiana, with more characters launching later in 2026.
The first wave is already available in Disney Stores and Disney Parks in the United States, as well as online via DisneyStore.eu and DisneyStore.com.au. A wider rollout in EMEA is planned for later this year, followed by APAC and Latin America in 2027.
Less packaging, more play
According to Majoras, the redesign was not just about sustainability, but also about improving the entire consumer experience.
“The redesign has always been a balance between sustainability and thoughtful design,” she explained.
Starting in 2021, the Disney team began looking for ways to reduce material usage while simplifying how families interact with the product.
The latest version uses nearly 40 percent fewer materials than Disney’s first plastic-free model, while restoring what parents and kids care about: seeing the doll clearly before buying it.
Rather than being blocked by a plastic front window, the new packaging puts the doll front and center and even creates a more interactive presence on the shelves.
Perhaps the best part, however, is that gone are the excessive ties, plastic fasteners, and frustrating opening experiences, which have become one of the most universal complaints about toy packaging.
Instead of multiple hand-assembled tie-down points, the new format primarily uses an outer box and a single insert, helping families spend less time opening the package and more time playing.
The engineering challenge
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One of the biggest technical hurdles was figuring out how to remove the clear plastic display window without sacrificing presentation or protection of the doll.
Traditional toy packaging doesn’t just rely on plastic for visibility: it also helps provide structure and protect accessories during shipping and in-store handling. So the move to an open, entirely paper-based design forced Disney to rethink the entire structure.
“The biggest challenge was presentation,” Majoras said. “Maintain the style and appropriate presentation of the doll and accessories while completely removing plastic from the packaging.”
This led to extensive testing of paper-based retention systems and how the internal insert interacts with the cut-out front opening.
A clever detail buyers will likely never notice: the doll’s feet are hidden under the bottom platform of the box, helping to protect shoes and accessories while keeping the doll fully visible on the shelves.
The redesign also improves durability during transportation before it even hits store shelves. The outer box now uses corrugated cardboard, which provides greater rigidity and resistance to dents and kinks compared to earlier designs that relied more on plastic components.
This is important not only for sustainability, but also for logistics, especially when Disney products are sold in more than 180 countries and 100 product categories.
The new packaging is made from certified sustainably sourced paper and is widely recyclable, part of Disney’s broader efforts to reduce the use of plastic and increase the use of recycled and responsibly sourced materials in consumer products.
Although the Classic Doll redesign is one of the most visible examples, Disney says the broader goal is product-by-product improvement rather than a single universal packaging formula.
“Our approach to sustainability is based on product excellence and practicality,” Majoras said. “We invest in research and development to advance sustainable solutions and apply them where they make sense for the product, customer experience and our global portfolio. »
For Earth Day, it’s a reminder that sometimes the most significant improvements in sustainability aren’t flashy new gadgets, but rather design decisions hidden in plain sight on store shelves.
And in this case, even a Princess box can benefit from a smarter upgrade – and who knows what toy might get that treatment next.
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