When most people think of the latest action figure or doll from Disney, they’re probably focused on the pose, the included accessories, or deciding which one to bring 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 been rethinking 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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That kind of packaging rethink matters at scale. As the world’s largest licensor, Disney generates approximately $62 billion in annual global retail sales, spanning more than 100 product categories across over 180 countries.

Disney has been moving away from traditional plastic-heavy window boxes and toward 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 Disney Store locations and Disney Parks in the United States, as well as online through DisneyStore.eu and DisneyStore.com.au. A broader 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 purely about sustainability — it was also about improving the full consumer experience.

“The redesign was always a balance of sustainability and thoughtful design,” she explained.

Starting in 2021, Disney’s team began looking for ways to reduce material use while also simplifying how families interact with the product.

The latest version uses nearly 40% less material than Disney’s first plastic-free design, while also restoring something parents and kids care about: clearly seeing the doll 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 shelf presence.

Maybe 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 tie-down points, the new format mainly uses an outer box and a single insert, helping families spend less time opening packaging and more time actually 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 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 moving to an open-front, fully paper-based design meant Disney had to rethink the entire structure.

“The biggest challenge was presentation,” said Majoras. “Maintaining the styling and proper display of the doll and accessories while removing plastic from the packaging entirely.”

That led to extensive testing around paper-based retention systems and how the internal insert interacts with the die-cut front opening.

One clever detail shoppers would likely never notice: the doll’s feet are hidden below the bottom platform of the box, helping protect footwear and accessories while keeping the doll fully visible on shelves.

The redesign also improves durability during transport before it even reaches store shelves. The outer box now uses corrugated paperboard, which provides greater rigidity and better resistance to dents and creasing compared to earlier designs that relied more heavily on plastic components.

That matters not just for sustainability but for logistics too — especially when Disney products are sold across more than 180 countries and 100 product categories.

The new packaging is made from certified, sustainably sourced paper and is widely recyclable, aligning with Disney’s broader efforts to reduce plastic use and increase the use of recycled and responsibly sourced 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 grounded in 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, 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 can get a smarter upgrade — and who knows what toy might get this treatment next.

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Jacob Krol is the US Managing Editor, News for TechRadar. He’s been writing about technology since he was 14 when he started his own tech blog. Since then Jacob has worked for a plethora of publications including CNN Underscored, TheStreet, Parade, Men’s Journal, Mashable, CNET, and CNBC among others.

He specializes in covering companies like Apple, Samsung, and Google and going hands-on with mobile devices, smart home gadgets, TVs, and wearables. In his spare time, you can find Jacob listening to Bruce Springsteen, building a Lego set, or binge-watching the latest from Disney, Marvel, or Star Wars.