The power of upcycling in retail

CONTEXT

Auchan sought to address the issue of packaging waste in its toy department, looking for a solution that balanced sustainability with the joy of play.

AMBITION

To transform packaging from a disposable wrapper into a durable component of the toy, thereby extending the product's lifespan and adding value for the customer.

APPROACH

We designed packaging that gets a second life through upcycling. For the "My Little Pet" and "Baby Friends" collections, the boxes transform into essential accessories, like pet houses and beds, inviting children to keep them as part of their imaginary world.

RESULT

A creative solution that reduces waste while sparking imagination. The packaging becomes an extension of the product, reinforcing Auchan’s commitment to modern, responsible retail.