By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Amazon.com has introduced what it calls "Frustration-Free Packaging," this month, an initiative designed to eliminate struggles typically associated with opening products sold in hard plastic "clamshell" cases and products secured with plastic-coated wire ties.
The program is launching in the U.S. with 19 products from manufacturers including Microsoft, Transcend, Fisher-Price and Mattel. The products, which include wireless notebook optical mice, flash memory cards, kids' digital cameras, and toys, remain the same as they have always been but come in streamlined packages. Amazon said it plans to expand this program across its international sites starting next year.
"I think we've all experienced the frustration that sometimes occurs when you try to get a new toy or electronics product out of its package," said Jeff Bezos, founder and CEO of Amazon.com. "It will take many years, but our vision is to offer our entire catalog of products in Frustration-Free Packaging."
Amazon said convenience is not its only aim; the reduction of the amount of packaging materials used is expected to have environmentally friendly results as well.
The current collection of Frustration-Free products can be viewed at www.amazon.com/packaging.
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