"Wrap Rage" continues to be a growing phenomenon as consumers become increasingly frustrated with toy packaging. Consumers have become dissatisfied with the amount of time and effort it takes to remove product from its packaging. To better meet the needs of consumers, toy company Fisher-Price has implemented several improved consumer-friendly package fastener alternatives. The purpose of this study was to test the three most favorable alternative package fastener concepts executed by Fisher-Price. Interviews were conducted to evaluate the amount of time and effort associated with each fastener and to determine which concept was most preferred. The findings of this study indicated that the most highly preferred method was the key-lock fastener. The paper-string fastener (with corrugated backer) was the 2nd preferred and the improved wire-tie fastener (with plastic backer) was the least preferred alternative method. Overall, the majority of the participants interviewed felt that package samples containing any of the three alternative concepts tested were easy to open and involved less time and effort than previous toy fastener methods used.
Library of Congress Subject Headings
Fasteners--Design and construction; Toys--Packaging
Department, Program, or Center
Packaging Science (CAST)
Haynes, Lakeshia, "Retention fastener preference for Fisher-Price toy packaging" (2010). Thesis. Rochester Institute of Technology. Accessed from
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