A theory behind the large box sizes

[HumanPackMule]

One topic I've seen come up constantly, is that people here are complaining about the large box sizes. I recently figured out why the boxes are large. They make the boxes larger to ensure protection of the contents of the set inside. For example, on a holiday a heavy package is placed on top of a Lego box. If the box was smaller(the pieces taking up 90% or more of the space) the set would become damaged. Same concept applies to many cars. Those with larger doors offer more protection for those inside by way of compression.

This make sense? Again this is just a theory.

[Matn]

I don't think so. It could make sense, but from what I've read (and this is right) the boxes are made so big so it attracts the attention of children walking in the LEGO aisle of a store. I've read that in an interview with someone who works in the LEGO company in the BeLUG journal. So it's just to make the children want the sets.

[Captain Green Hair]

I don't think so. It could make sense, but from what I've read (and this is right) the boxes are made so big so it attracts the attention of children walking in the LEGO aisle of a store. I've read that in an interview with someone who works in the LEGO company in the BeLUG journal. So it's just to make the children want the sets.

That actually makes more sense to me.

If they wanted to protect the sets, then why not add bubble wrap inside as well?

[Spyder]

I doubt it, they wouldn't go an extra step to protect a bunch of plastic bricks that they can easily replace. They make the boxes big so that they appeal to your taste of "I want something big and grand". They want the set to appear larger than it really is. What catches your eye first, those huge boxes with the bright flashy printing, or those small, dull Tiny Turbo's packages on the wrack at the end of the aisle? It's all marketing. Your brain instantly thinks bigger means better. It's the humongous decorated box that has the action plastered all over it that makes the little child want it.

[CP5670]

As Matn said, the boxes are made like that to catch attention on store shelves. Larger boxes will do nothing to protect the contents unless they are filled with some packing material like foam peanuts or airbags. In fact, the bags and manuals have more room to move around in large boxes, which increases the chances of things brushing against each other inside. This is why crumpled instructions or sticker sheets are most often seen in large sets.

[Freddie]

While Matn's point about boxes being larger to attract customers is a valid and a very true point, don't forget that box-sizes also are a compromise between the desire to expose and sell, and to pack as many examples of each set onto a single pallet to reduce costs.

While the recent size-reduction of boxes can be claimed to be an enviromentally and PR-wise sound decision, you can bet saving money was a big motivator behind the decision as well. To my understanding the boxes still have the same exposition area as before, with the depth of the boxes reduced. Money's still coming in, while money going out has been reduced.

[JCC1004]

I read on TLG's customer service that they are so big to store Lego bricks. Wtf? Seriously, why do they sell tubs?

Edited July 19, 2009 by JCC1004

[CP5670]

The old boxes with top flaps and trays were good for storage, but modern boxes are largely useless for that. They are made of a thin, flimsy cardboard and don't contain any trays for sorting.

[Delmar]

its all about the money :P

I loved to old boxes with trays, i had all my Lego stored in those through my ten year dark age.

I can understand that kids fall for big boxes but why dont they pack exclusives and such in smaller more effective boxes. Saves alot of transportation costs and storage for TLG. As a grownup i feel more satisfied to buy a heavier box rather than a big one.

[Bfahome]

I read on TLG's customer service that they are so big to store Lego bricks. Wtf? Seriously, why do they sell tubs?

The old boxes with top flaps and trays were good for storage, but modern boxes are largely useless for that. They are made of a thin, flimsy cardboard and don't contain any trays for sorting.

I sort of use my Jetrax box to store some LEGO pieces in my room. It's on the floor, but it helps to contain the pieces so they don't spread.

[jonwil]

Back when the boxes for large sets used to open where the whole front of the box lifted upwards, I used to use them to help with sorting large amounts of pieces. But these days, the boxes all open via opening the side flaps (even the largest sets do that now) rendering them useless for the purpose. I do have 3 tubs (from set 4679) I use for sorting though and wish I could get more in the same size :)

Edited July 19, 2009 by jonwil

[Siegfried]

While the extra box size does help protect the pieces (and damage the instructions), I'm pretty sure it's so they can show a 1:1 image of the set on the cover. Some sets, especially the Monster Dino, have been under half full because of this... I always judge by weight anyway.

[Svelte]

To my understanding the boxes still have the same exposition area as before, with the depth of the boxes reduced. Money's still coming in, while money going out has been reduced.

Great point! I had noticed boxes were getting skinnier. However they still seem to use the old widths when necessary. As has been pointed out, the similarly priced Echo Base set and Tank Droid sets are different widths - probably Hoth is wider to accomodate the width of the Taun Taun package.

...Some sets, especially the Monster Dino, have been under half full because of this... I always judge by weight anyway.

This can be deceptive for the Creator sets! I think the 4996 Beach House box weight was 50% instruction manuals

why dont they pack exclusives and such in smaller more effective boxes...

They generally do pack exclusives in more optimal boxes. Most of the 10xxx series are packed to the gills, in my experience. Probably General Grievous was the emptiest of recent sets. Certainly the Carousel, Taj, Eiffel Tower and the modular houses tend to strain at the seams. The Factory sets are even more crammed as the standard box is considerably smaller than for other lines, eg Market Street.

[prateek]

They are big so people think they are getting good value for their money. Lego sets are so expensive that if the boxes were smaller, people would get turned off with the price and small boxes

[Cavannus]

I agree with the size vs. attraction ratio. Lego box sizes follow real set sizes, which is a good ration to make it attractive (you buy something big) without exaggeration (people wouldn't appreciate to get three brick at the bottom of a huge box, and this would costs to much in terms of transportation and storage).

This is the same issue with cereal or cookie boxes!

Edited July 20, 2009 by Cavannus

[Perterz]

The Factory sets are even more crammed as the standard box is considerably smaller than for other lines, eg Market Street.

That reminds me when I got Market Street Delivered, I was deeply surprised by it's box! Small but heavy, fully loaded with bags! I wish all their boxes were like this.

Thing is, selling goods to kids or adults is totally different. Left alone selling the same product to both..

Kids are impulsive and have this odd (but logical) thinking. Adults don't have to be convinced of the product by the box, we already know what to expect since we shop differently.

Anyway I got used to the oversized boxes by now, I still find it a shame/waste but I realise nothing will change.

[Eilif]

Box size is indeed a balance between large enough to catch the attention, but small enough to not be too wastefull. I don't think for a minute that non-AFOL-Adults are much less susceptible than kids to judging a set based on box size. Regarding the simpler boxes, and the new smaller boxes, here's something I posted in the earlier "going green" thread.

I got out my copy of "The Brick" (Go to LEGO.com and get your free copy now!) and brought over some more details about LEGO going greener

New box sizes

-7% smaller

-Designed to pack together better

-54 sizes of boxes made instead of the 85 that were made last year.

-1352 less truck trips needed in europe and 598 less needed in USA

Energy reduction

-Set goal of 10% reduction over next 3 years so that energy use in 2010 will be 90% of use in 2007

-possible areas include manufacturing, packing and shipping.

Thus, the old days of boxes with tray/outer-box/door are probably long gone. Boxes are still big, but they are smaller and less wasteful than ever before

[The Brick Rat]

Like others have pointed out, the average shopper is more likely to buy a hundred dollar set in a large box than they are in a smaller box. Even though the box art and piece count are the same, a larger box 'feels' like a better value. Basically the same reason that the hundred dollar set isn't priced at $100.00 but rather $99.99.

[Shadows]

Most everything has been covered, but I will say this... smaller boxes actually offer more protection. The vast majority of box damage I see is from large flat areas being dented in by other things placed on them. With a smaller box, the odds of that happening is much lower.

So, as everyone has said, it's pure marketing and nothing more. It is my single largest gripe with TLG.

A prime example is set 5970. It's a $10 set, but it's in a bigger box than the old $10 sets, giving the impression it'll be something more like $15, but once you get inside you realise it's 1/4 full, tops. It could easily fit in a $5.99 box and that would reduce packaging, shipping, and printing costs. It's all about marketing it as something more than it really is.

[CP5670]

Thus, the old days of boxes with tray/outer-box/door are probably long gone. Boxes are still big, but they are smaller and less wasteful than ever before

The boxes today are actually a bit bigger than the 1990s ones and much bigger than the 1980s ones, which is when they had the trays and cardboard inserts. The largest boxes in my collection are all from flagship Technic sets in the last few years.

[Rick]

I support LEGO reducing box sizes, although they haven't gone far enough. Most boxes could easily be flattened more, retaining the same 'shelf dimensions', while saving on transportation costs and storage space. Another idea for transporting less air is making the following box design:

bigger front for shelf display

|

v

|_

|_| <-- contents

These could then easily be stacked for transportation:

_

|_|

|_|

Furthermore, I think LEGO has an opportunity here to differentiate itself from the rest of the toy market by making smaller boxes. This might give customers the idea of a high-quality toy. In this way it could also try to create an environmentally friendly image in its advertising.

[GRUMBLECAKES]

Call me cynical but I think Lego does bigger boxes now so it has more space for set artwork and names and stuff to attract people to buy the set.

[user]

Whenever I was little I used LEGO boxes as display stands for the set they came with and found out that almost every box is as big as the finished model but I doubt that's why they are so big.

[green dewback]

Excitement before you open, disappointment after peeking in.

[Eilif]

So, as everyone has said, it's pure marketing and nothing more. It is my single largest gripe with TLG.

...

It could easily fit in a $5.99 box and that would reduce packaging, shipping, and printing costs. It's all about marketing it as something more than it really is.

It is about marketing, but LEGO should get credit for shrinking box sizes recently, and using simpler (if less fun) boxes to reduce materials.

The boxes today are actually a bit bigger than the 1990s ones and much bigger than the 1980s ones, which is when they had the trays and cardboard inserts.

The boxes to tend to be a bit bigger, but the new engineered box designs pack better, and the large sets use much less material-intensive packaging by leaving out the trays and inserts.