It’s that sharp rise in frustration when scissors, nails, and even sheer force don’t seem enough to free a new toy from its plastic prison. For years, toy manufacturers have leaned on elaborate twist-ties, plastic clips, and layers of tape to keep products secure on shop shelves. But while these methods look neat in-store, they’ve left countless parents nursing sore fingers, and sometimes even cuts.
Recognising this, Fisher-Price decided to do something about it. They put three redesigned fasteners to the test with a group of parents, aiming to discover which method best balanced product security with consumer sanity. The results tell us a lot about how packaging can delight, or infuriate, the very people it’s meant to serve.
Why Wrap Rage Matters
Beyond the parental anecdotes, wrap rage is a genuine concern for businesses. Not only can poor packaging design harm brand loyalty, but it can also lead to injury claims, negative reviews, and lost repeat sales. One Fisher-Price consumer, for example, reported spending over 30 minutes extracting a toy, cutting fingers and breaking nails in the process.
This kind of frustration has pushed companies to rethink. In fact, Fisher-Price and its parent company, Mattel, have removed over 64 million wire-ties from toy packaging to date, the equivalent of more than 8,000 miles of the fiddly stuff.
They’ve also partnered with Amazon on “frustration-free packaging”, which swaps fiddly open-display packs for plain, recyclable boxes. One trial with the Imaginext Pirate Ship saw the opening time drop from 11 minutes to just 44 seconds.
But even with progress like this, the challenge remains: how do you keep toys visible, secure, and safe, while also making them easy to open?
The Study: Three Alternatives Put to the Test
Fisher-Price tested three alternative fastening methods that had already been introduced in some form across their packaging:
- Key-lock fastener – a spring-loaded plastic clip that releases with a simple 90-degree twist.
- Paper-string fastener – string secured with a corrugated backer board.
- Improved wire-tie – a simplified version of the old twist-tie, using fewer ties, plastic backers, and an intuitive “figure-8” unwinding motion.
A total of 28 parents of young children were asked to open toy packages using each method. Researchers recorded how long it took, how easy participants found the process, and which method they preferred.
The Clear Winner: Key-lock
The key-lock fastener came out on top by a wide margin. Three-quarters of participants said it was their most preferred option and nearly 90% rated it “very easy” to use.
On average, it took just 31 seconds to free a toy using this method, making it the fastest by far.
Parents loved its simplicity: just one quick twist and the toy was free, with no fiddly ends or leftover parts. Many said they’d be happy even if larger packages used multiple key-locks, since the motion was quick and easy to repeat.
There were a few minor criticisms. Some worried the small plastic pieces could pose a choking hazard if left loose, while others found the instructions unclear – the tiny moulded arrow showing how to turn wasn’t always noticed.
Still, compared to the competition, the key-lock was a revelation.
The Runner-Up: Paper-string
The paper-string fastener wasn’t as quick as the key-lock, averaging 55 seconds to open but it still earned strong praise. Just over half of participants rated it “very easy” to use, while 46% listed it as their second choice.
What parents liked most was its eco-friendly nature. Unlike plastic ties or clips, the paper-string and its corrugated backer can be recycled. Some parents also valued the absence of loose plastic bits, which reduced worries about safety hazards.
The string’s flexibility made it comfortable to handle, and no scissors or tools were required. However, some found the removal process confusing at first – they weren’t sure if they needed to fiddle with the backer board, which created a false impression that the method was slower than it really was.
The Least Favourite: Improved Wire-tie
Despite being a clear improvement over the old style, the wire-tie still landed in last place. Over half of participants (57%) said it was their least preferred option.
It was rated as “very easy” by 43% of testers, but it still averaged 1 minute 40 seconds to open, more than three times as long as the key-lock. Parents complained that the wire tended to kink, snag, or get tangled with the toy itself, slowing the process.
Many participants said they would become frustrated if faced with multiple wire-ties, especially during high-pressure situations like Christmas morning
The consensus? Better than before, but still not good enough.
What This Means for Packaging Design
The study shows that small tweaks in packaging design can make a big difference to customer satisfaction. The key-lock proves that security and simplicity can go hand in hand. Meanwhile, the paper-string demonstrates the growing importance of eco-friendly solutions, even in seemingly small details like toy fasteners.
One takeaway for brands is that instructions matter. Some frustrations arose not from the fasteners themselves, but from unclear cues on how to use them. Adding simple graphics on packaging, or even short online videos, could smooth the experience further.
Looking Ahead: Wrapping Up Wrap Rage
While no fastener is perfect, Fisher-Price’s trials offer a glimpse of a future where toy packaging doesn’t require scissors, brute strength, or a minor injury to get through. Parents have spoken clearly: they want packaging that is quick, safe, and ideally sustainable.
For businesses, the lesson is broader than toys. Across industries, packaging is no longer just about protecting products or looking good on a shelf. It’s about the user experience – the first physical interaction a customer has with your brand. Get it wrong, and you risk souring the moment. Get it right, and you turn a potential point of frustration into one of delight.
So next time you breeze through opening a toy box in under a minute, thank the humble key-lock, and the push to finally end wrap rage.
