How Mattel Gamified Unboxing Experiences with Custom Cardboard Boxes
Published 27 October 2025 by Nathan Calvert
• Updated on 27 October 2025
• 4 min read
We believe packaging can be more than simply a container: it can be an experience, a first‑moment of delight, a play‑canvas in itself. Working with Mattel, we helped them manufacture branded shipping boxes that turned their deliveries into immersive brand moments.
In an age where the first physical interaction with a brand often happens via the box arriving at the door, packaging should no longer be an after‑thought. It has the power to:
Create a meaningful unboxing moment where the recipient feels delight and brand‑connection.
Extend the lifecycle of the packaging by embedding play or reuse, turning the box into part of the experience.
Demonstrate the brand’s values: sustainability, quality, imagination.
When packaging is thoughtfully designed, it stops being just a means of delivery and starts becoming an integral part of the product experience - shaping the first impression, setting the tone for the brand, and extending the interaction well beyond the moment of unboxing.
The Mission with Mattel
Mattel tasked us with a unique brief: to manufacture and supply double‑walled, printed shipping boxes (in two sizes: small & medium) for larger shipments of product - boxes that would handle the logistics challenge of palletised delivery to both the UK central DC and a mainland Europe DC, while also reflecting the vibrancy of Mattel’s brand world.
Key requirements included:
A sturdy board spec to withstand long‑haul transit.
Branded exterior in kraft brown finish with simple, high‑impact print.
An interior white kraft surface printed with designs that invite interaction - play mats, colouring‑in, creative reuse.
Alignment with sustainability goals - board specified as FSC® certified and designed for reuse/recolouring rather than disposal.
Design & Solutions Delivered
Mattel’s in‑house creative team provided the designs, and The Packaging Club artworked, manufactured and supplied the bespoke printed boxes to exacting standards. Across several of Mattel’s key brands, we brought their designs to life through high‑quality corrugated print and precision production:
Thomas & Friends: External Thomas‑the‑Tank‑Engine branding; interior printed train‑track play mat with characters from the cartoon.
Hot Wheels: Exterior Hot Wheels/automotive branding; interior “car play mat” scene where kids can imagine driving.
Barbie: Exterior Barbie branding; interior print featuring dolls in different clothing and a “colour & style” activity.
Mattel Branded Games Collage: Exterior collage of iconic Mattel board games; interior a large colouring‑in collage printed across inner surfaces, with branding on inner flaps for premium unboxing.
Fisher‑Price: Exterior interlocking Fisher‑Price text pattern; interior red‑ink collage with messaging “let’s be kids” on a white‑kraft surface, inviting engagement.
Each design was produced in two sizes (small and medium) and manufactured from double‑wall corrugated board, tailored to palletised shipping and high‑volume logistics. We coordinated delivery to Mattel’s UK and European distribution centres, meeting strict booking‑in, documentation and on‑time‑in‑full requirements.
The Results
Logistics performance: The double‑wall board held up across transit, pallet loads and receiving protocols without issue.
Unboxing uplift: The printed interiors transformed ordinary shipping boxes into moments of discovery and play — reinforcing brand presence and delighting recipients.
Sustainability story: With certified material, minimal‑colour print and an intent for reuse (play mat or colouring‑in), the packaging backed up Mattel’s bigger sustainability narrative.
Brand integration: Delivery packaging became part of the product journey - not just the container, but part of the end‑user’s experience.
What This Shows Your Business
If you’re shipping products; whether to retailers, DCs or direct to consumers, this case illustrates how you can:
Elevate your packaging from functional to experiential.
Make unboxing a meaningful brand moment, not just a necessary step.
Design packaging that continues to engage once opened (colouring, play surface, reuse).
Maintain logistics performance, multi‑site delivery and quality across volume operations.
Link your packaging story to sustainability, creativity and differentiation.
Ready to Transform Your Packaging?
Let’s turn your next shipment into a branded experience. At The Packaging Club, we build solutions that meet shipping demands and brand moments at scale.
With over 15 years in the packaging industry, Nathan brings hands-on experience across design, production, and digital transformation. His content helps readers understand how packaging decisions impact operations, efficiency, and long-term growth.
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