Projects / Kitorii

Case study · 2023 · Personal project · Packaging repurposing

Packaging that
becomes the toy.

Eco-friendly toy packaging that transforms into playful automata - merging creativity, learning, and sustainability.

Role
Packaging design
Timeline
Jun 2023 – Jul 2023
Type
Personal project
Tools
Figma · Illustrator · Blender · Procreate
Kitorii wordmark
Kitorii wordmark
The Kitorii box, opened into its automaton
The Kitorii box, opened into its automaton
In 30 seconds

Kitorii, on one screen

01 · Problem

Toy packaging creates waste and kids often lose interest in toys quickly.

02 · Insight

68% said packaging is thrown away within a day; 76% would consider toys with reusable packaging.

03 · Solution

A box that pops out into cranks, cams and a platform - a cardboard automaton that extends play.

01About the project

Toys get played with. Their boxes get binned.

Problem statementToy packaging creates waste and kid’s often lose interest in toys quickly. A sustainable, engaging solution is needed.
Goal statementTo design an eco-friendly toy and packaging system that extends play, reduces waste, and keeps children engaged through interactive, multifunctional use.

Interview insight

I’d love a toy that keeps them busy for longer
Interview
We always end up throwing the packaging right away.
Interview
If it can be reused, I’ll keep it
Interview

Survey insights

68%Said packaging is thrown away within a day
76%Would consider toys with reusable packaging
83%Kids enjoy assembling & building.

Target audience

Children

Ages 5-15

Parents / Guardians
Toy collector

User requirements

Fun, interactive experience
Easy assembly
Keeps kids engaged without screens
02Overview

Design concept: play in motion.

The toy packaging transforms into a simple cardboard automata. It extends playtime, reduces waste, and turns the unboxing into a creative activity - making the packaging part of the toy’s life cycle.

Four parts, one box

  • Toy - becomes the center of the narrative for imaginative play
  • Protective case - pre-cut parts can be popped out to form cranks, cams, levers, axles, supports and the platform
  • Packaging box - acts as the main frame or base of the automaton
  • Instruction manual - step-by-step guide for assembly, a story card or character sheet; can include sticker sheets
Toy, platform, mechanical parts and base: how the pieces stack
Toy, platform, mechanical parts and base: how the pieces stack

Competitors

LEGONo packaging reuse
KinderToy lacks depth, wasteful
MeccanoNot toy, mainly tools
03Construction study

Cams, cranks and a lot of cardboard prototypes.

PartPartPart
Vertical axleCam followerCrank handle
Horizontal axleCamAutomaton box

Platform construction study

Study of structure and assembly for the platform. Once assembled, the platform serves as a stable base for the toy.

04The product

Unbox, create, play.

Kitorii · unbox, create, play
Kitorii · unbox, create, play
Material

Corrugated Kraft Cardboard - strong, lightweight, eco-friendly, easy to cut and fold. Ideal for protection, repurposing into moving parts, recyclable, and kid-safe.

QR code

The QR code links to a short interactive video explaining the toy and its story, making the unboxing engaging.

Collector edition

Limited-edition design, special and more complex mechanism and bonus features for collectors.

Color to customize

Creative freedom for kids to colour and decorate the parts to create their own unique stories and designs.