Sustainability Week 2026
This article is part of a series of sustainability themed articles we are running to observe Earth Day 2026 and promote more sustainable practices. See all our content in Sustainability Week 2026.
When most people think of the latest Disney action figure or doll, they’re likely focused on the pose, the accompanying accessories, or deciding which one to take home – or put in the shopping cart.
As part of Disney’s broader Earth Month efforts — which also include a brand new solar installation at Walt Disney World — the company has rethought how its classic dolls are packaged. These are the quintessential gifts for fans of Disney princesses and other iconic characters, whether picked up after a trip to the parks, at a local Disney store, or ordered online.
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This kind of rethinking of packaging means something 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 over 180 countries.
Disney has moved away from traditional plastic-heavy window boxes and towards a fully paper-based, plastic-free design that aims to be easier to open, easier to recycle and better for display.
The result is a redesign that now spans 15 classic dolls, including Ariel, Belle, Cinderella and Tiana, with more characters launching later in 2026.
The first wave is already available at select Disney Store locations and Disney parks in the US, as well as online via DisneyStore.eu and DisneyStore.com.au. A wider rollout across EMEA is planned for later this year, followed by APAC and LATAM in 2027.
Less packaging, more play
According to Majoras, the redesign wasn’t just about sustainability – it was also about improving the full consumer experience.
“The redesign was always a balance between sustainability and thoughtful design,” she explained.
Starting in 2021, Disney’s team began looking for ways to reduce material consumption while simplifying how families interact with the product.
The latest version uses nearly 40% less material than Disney’s first plastic-free design, while restoring something parents and children love: seeing the doll clearly before they buy it.
Instead of being blocked by a plastic front window, the new packaging puts the doll front and center and even creates a more interactive shelf.
Perhaps the best part, though, is that gone are the excessive ties, plastic fasteners and frustrating opening experiences that have become one of the most universal complaints about toy packaging.
Instead of multiple hand-assembled attachment points, the new format mainly uses an outer box and a single insert, helping families spend less time opening packaging and more time playing.
The technical challenge
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One of the biggest technical hurdles was figuring out how to remove the clear plastic display window without sacrificing the doll’s presentation or protection.
Traditional toy packaging relies on plastic for more than visibility – it also helps provide structure and protects accessories during shipping and in-store handling. So the move to a fully paper-based, open-front design meant that Disney had to rethink the entire structure.
“The biggest challenge was presentation,” Majoras said. “Maintaining the styling and proper display of the doll and accessories while removing plastic from the packaging entirely.”
This led to extensive testing around paper-based retention systems and how the internal insert interacts with the die-cut front opening.
A clever detail that shoppers will likely never notice: the doll’s feet are hidden under the bottom platform of the box, which helps protect footwear and accessories, while keeping the doll in full view on the shelves.
The redesign also improves durability in transit before it even reaches store shelves. The outer box now uses corrugated cardboard, which provides greater rigidity and better resistance to dents and creases compared to previous designs that relied more heavily on plastic components.
This means 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 produced paper and is widely recyclable, which is in line with Disney’s broader efforts to reduce plastic consumption and increase the use of recycled and responsible materials across consumer products.
While 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,” said Majoras. “We invest in research and development to advance sustainable solutions and apply them where they make sense for the product, the guest experience and our global portfolio.”
For Earth Day, it’s a reminder that sometimes the most meaningful sustainability upgrades aren’t flashy new gadgets, but rather design decisions hiding in plain sight on store shelves.
And in this case, even a Princess box could get a smarter upgrade—and who knows what toy might get this treatment next.
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