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Amazon fights wrap rage
Filed under: Toys
Last Christmas, before wrapping Ellie's presents, I opened each and every box and freed the toys from the wires, tape and plastic tabs in which they were secured. I then put the toys back in to their original boxes and wrapped them up in pretty paper. This additional step took approximately eight hours, but was totally worth it come Christmas morning. If you have ever tried to quickly release a Barbie from her packaging while simultaneously fending off an anxious child who wants to play with her NOW, then you know all about wrap rage.Wrap rage is that boiling anger that bubbles up inside of you as you cut, hack and sometimes blowtorch your way into a toy box to release its contents. It's a feeling that is only slightly diminished when you hurl that box at the Christmas tree and stomp off to the kitchen to add some Kahlua to your coffee.
Why do toy manufacturers secure their products so well that you need the entire contents of your toolbox to get them out? I don' t know why they do it, but finally somebody is attempting to put a stop to this insanity. Amazon.com is spearheading the effort to end wrap rage by introducing Frustration-Free Packaging.
"It will take many years, but our vision is to offer our entire catalog of products in Frustration-Free Packaging," Amazon's Chief Executive Jeff Bezos said. The online retailer is working with manufacturers including the worst offenders -- Fisher-Price and Mattel -- to simplify packaging by getting rid of those awful clamshell packages and plastic coated wires and replacing them with smaller, recyclable cardboard boxes. Amazon, we salute you!
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ReaderComments (Page 1 of 1)
11-07-2008 @ 2:09PM
LS said...WOO HOO!!! I *heart* Amazon.com!
Reply
11-07-2008 @ 2:11PM
cml3720 said...Yeah!!!!!!!!!!
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11-07-2008 @ 2:27PM
Jenn said...I can do nothing but cheer about this one. I hope manufacturers take note -- it's not even just toys!
Trying to get ANYTHING out of the !"@*$)!(@$(_)#! plastic shell thingies is such a pain, and that packaging is totally unnecessary.
Reply
11-07-2008 @ 2:58PM
Joy said...I knew I loved Amazon for good reason. I hate that packaging.
Reply
11-07-2008 @ 3:34PM
Lisa said...BRAVO! Can Amazon also work on other offending industries - like electronics, etc.?! I am tired of bleeding all over my house just trying to open a package!
Reply
11-07-2008 @ 5:31PM
queenoqueens said...I would love to hear why they have such overly secure packaging in the first place. If they have the clam shell, why do they also need 20 twist tie wires securing the thing even further.....theft?
Reply
11-08-2008 @ 8:09AM
ninainindia said...I hate that packaging too but I do understand why the shell packaging is needed. It's to prevent theft and it does help. You don't want to know how many empty boxes we find from which the product is stolen... The shell packaging they have to steal as a whole wich is more difficult for thieves.
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