Amazon fights wrap rage

Filed under: Toys

crying babyLast 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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Start by teaching him that it is safe to do so.