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Target rewraps Christmas with 100% recyclable, plastic-free range

Target Australia 3 mins read
Target Christmas Wrap

Those special moments shared unwrapping presents at Christmas time are about to get an extra boost of joy, as Target Australia launch an industry-first range of 100% recyclable, plastic free range of Christmas wrapping paper, cards, tags and bows. Giving Australians a better choice for their gift wrapping, the range is now available in Target stores nationwide and online.


It is estimated that Australians tear off around 150,000 kilometres of gift wrap every festive season - which is enough to wrap around the earth nearly four times[1]. While many consumers may assume that all this paper-based wrapping is recyclable, the truth is a great deal of gift wrap, ribbons, cards, gift boxes and gift bags contain plastics and foils that prevent them from being recycled, meaning they end up in landfill each year.


Each product within the range will be 100% plastic free and recyclable right down to the packaging, which means that the entire Target brand product range can be recycled via kerbside collection bins, and easily identifiable for shoppers through the Australasian Recycling Label (ARL) Program on-pack labelling.


This range is the latest in Target’s ongoing commitment to minimise its impact on the environment. As part of its broad reaching sustainability program, Target alongside Kmart has committed to phasing out all loose plastic glitter from own-brand hard goods by the beginning of 2025, as well as working towards all packaging in own brand products being recyclable by the end of 2025.


Kmart and Target Chief Executive Officer, John Gualtieri said this new range was testament to Target’s ongoing commitment to sustainability and striving to find ways to bring products to market that customers could feel good about.


“We have a strong commitment to reducing our impact on the planet, and this initiative is just one way that we can make a big difference. We know that wrapping gifts is such an important ritual at Christmas time, so it was important for us to use this as an opportunity to drive our product innovation and give our customers an option that is ultimately better for the environment.”


Some of the range’s unique innovations include:


  • Single Christmas wrapping paper rolls that are protected with tear-strip paper packaging rather than shrink wrap.
  • In a category first, the cover and seal for all single Christmas paper rolls has been designed to peel off without the use of any plastic or sealant products.
  • Multi-pack rolls of wrap are packaged in paper boxes rather than with shrink wrap.
  • Christmas gift bags feature paper hooks and paper cord handles, with barcodes printed directly onto the bags.
  • Similarly, Christmas gift tags and cards are contained in paper envelopes or paper window boxes with paper seal labels, in place of the polybags and PVC boxes of years past.
  • Lamination has been removed from gift bags, gift card boxes and cards – doing away with all the original hallmarks of the category.


In addition to being both plastic-free and 100% recyclable, the Target Christmas gifting collection has also been designed to give families more value for money this year. All Christmas wrap rolls have been made longer with five square meters per roll, and the back of the rolls are lined for easy cutting and less wastage. Customers will also be excited to find double sided designs, to help them maximise their options for gifting this season.


Customers can shop the new sustainable gifting collection both in-store and online at More sustainable product. That’s Target.



[1] Business Victoria, Eco-wrapping and packaging alternatives for small businesses this Christmas, 2021, Eco-wrapping and packaging alternatives for small businesses this Christmas - @BusinessVic Hub

Key Facts:

B-Roll and audio grabs: Target EPK Recyclable Wrapping.mp4

0:00:20: Why is Target releasing this range?

0:00:35: What can be recycled at Christmas?

0:00:57: When and where can you purchase the range?

0:01:15: How can it be recycled?

0:01:27: How much wrapping paper is used by consumers each year?

0:01:46: What makes the range recyclable?

About us:

About Target 


At Target, we’re on a relentless mission to make great quality products truly affordable for Australian families. Products that really make a difference, at prices that won’t cost the earth. So, every time you wear them, wash them, look at them, touch them and use them, you feel the satisfaction of knowing we’ve made sure they stand up to the test of everyday family life. Because that’s what you expect from Target. That’s Target. 


Target are proud to be a part of hundreds of communities across Australia offering a seamless shopping experience in-store and across their digitally enabled platforms including click and collect, and the Target app to ensure ease and accessibility across every touchpoint of the brand. 




Tik Tok:

Contact details:

Meg Broadhead

Edelman for Target

0458 419 519


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