Miss the Packaging Workstream webinar last week led by LEGO’s Christian Lanckman? No fear! – You can find the recording in the Resources section of our website, here.
Christian Lanckman, LEGO’s sustainable packaging manager has already optimised 50% of LEGO’s licensing partners’ packaging, resulting in huge cost savings, as well as improving their sustainability. He brought his expertise to the POC Members in an exclusive webinar on 18th March 2025.
The webinar provided valuable insights into sustainable packaging practices and optimisation strategies, aiming to highlight the benefits of packaging optimisation, including cost savings and sustainability improvements. The purpose of the webinar was to inspire new ideas for licensees to enhance their packaging solutions and support them in unlocking the benefits.
Christian introduced himself as a sustainable packaging manager at LEGO, bringing extensive experience from working with major FMCG companies. He explained the purpose of his presentation: to share insights on packaging optimisation and how it benefits businesses.
The session explored the creation of LEGO’s Packaging Optimization Program, developed based on real partner needs. Christian introduced a performance prediction algorithm used to validate optimisation proposals, highlighting key benefits such as cost savings and environmental improvements. He stressed the importance of collaboration and trust between LEGO and its licensing partners.
Examples of packaging optimisation
Christian shared practical examples of packaging improvements, starting with a simple case of reducing weight and transitioning from a double to a single-wall box. He then delved into a more complex optimisation involving material improvements, lightweighting, and cube optimisation. He demonstrated how a holistic approach to primary, secondary, and tertiary packaging optimisation led to significant cost and sustainability benefits in LEGO’s partners.
Financial and sustainability benefits
Christian outlined the financial and environmental advantages of packaging optimisation. He emphasised the necessity of maintaining performance specifications while achieving cost savings. Challenges in packaging optimisation, such as supply chain integration and continuous improvement, were also discussed. Christian showcased the overall savings achieved by LEGO’s partners through the programme.
Q&A session
The webinar concluded with a Q&A session where Christian addressed questions on packaging optimisation tools, his journey in the industry, and supply chain collaboration. He elaborated on the transition from plastic to paper packaging and the advantages of plant-based polymers.
Closing remarks and next steps
Helena announced the upcoming launch of an amalgamated packaging guide that POC has put together, as well as the availability of packaging advisory services.
Get in touch with us at POC if you have any questions or would like to know how we can support you on your packaging optimisation journey.
