Consumer Products

Disney thinks about the box with Moana CP program

The packaging for a new Moana toy unfolds to become a boat, incorporating the box into its play pattern as Disney explores sustainable innovation.
November 8, 2016

Disney is getting creative with its environmentally conscious consumer products program for the upcoming feature film Moana.

As much as one-third of waste in the US comes from packaging and only 30% of it goes on to be recycled. In an effort to cut down on contributing to the problem, some Moana packaging is designed to be part of the play pattern.

The new Classic Moana doll box transforms into the boat featured in the film. It’s also made from 70% recycled paper and printed with vegetable-based inks. Held together without tape or glue, the packaging is easy to open and separate, so it can be turned into Moana’s boat.

Disney’s SmartPackaging Initiative, which led the charge, is dedicated to creating environmentally conscious product packaging and inspiring Earth-friendly choices. Moving forward, the SmartPackaging Initiative aims to continue to expand internationally and collaborate with additional licensees.

Disney’s decision could have some impact, as Amazon listed Moana toys on its 2016 holiday toy list and has anticipated strong sales from products inspired by the property.

According to New York-based org the Toy Industry Association, increasing the use of recycled materials and renewable energy sources in production are effective methods to reduce the environmental impact of packaging. (It also maintains, however, that efforts to become sustainable must not prevent packaging from serving its purpose of ensuring that each toy reaches the consumer in the same form it left quality control.)

CGI-animated Moana—in theaters in the US and Canada on November 23—tells the story of an adventurous teenager named Moana as she convinces demigod Maui to help her in a quest to save her people.  Moana was directed by Ron Clements and John Musker (The Little Mermaid, Aladdin, The Princess & The Frog) and produced by Osnat Shurer (One Man Band). The movie features music by Lin-Manuel Miranda, Mark Mancina and Opetaia Foa’i.

About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at


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