Home Smart 100 2011 Puggy paperboard construction products (SMART 100)

Puggy paperboard construction products (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Puggy paperboard construction projects

This innovation initially came to life when…

I was trying to find helpful and useful toys for my nieces and nephew who had too many plastic toys. I was tired of watching the kids devote only a few minutes to an expensive Transformers toy. I wanted to give them products that were also eco-friendly and guilt-free (i.e. less contribution to landfill).


The purpose of this innovation is to…

Contribute less to landfill, be eco-friendly and people-safe.

Inspire young minds, encourage their creativity and interaction.

It does this by…

Only using 100% recyclable untreated paperboard, no adhesives or glue, and minimal inks. All Puggy designs fit and lock into place without any need for fastening materials like tape or glue. 

When assembled, Puggy products become giant 3D canvasses for young minds to unleash their creativity.

This also satisfies the “cardboard box as toy” tendency that kids have.


This innovation improves on what came before because…

…it is 1) an Australian-designed product that is flatpacked more 2) compactly into a smaller carton for 3) shipping and storage in warehouse and on pallets. 4) Lightweight.

Its various benefits to the customer/end-user include…

  • Affordable price point.
  • Folds away for easy storage or disposal.
  • Keeps children occupied for longer — ideal for occupying groups of children at parties.
  • It is a unique product.
  • Eco-friendly and people-safe.
  • Interactive product that adults can participate with.


In the past, this problem was solved by…

The paperboard Puggy Rocket and Castle are Aussie firsts. We did our research: this style of product did not exist in Australia. I am an Industrial Designer. I’ve been in the paperboard, packaging and display business for 15 years. The House existed elsewhere but was smaller when assembled and delivered flat in larger boxes.

Its predecessors/competitors include…

  • Mi-House (only offered a cardboard House — went bankrupt)
  • Starpad (house only, closed up)
  • Creativeplay House (house only, plagiarised our content. House design is a direct knockoff of a Dutch product.)
  • Paperpods (they’re actually a UK based business, NOT Aussie)


It is made for…

Primary — Young parents with kids 2 to 6 years old.

Secondary — Aunts, uncles, grandparents.


It is available for sale through…

Available online at www.puggy.com.au or through our 20 stockists in Qld, Vic, NSW and SA.

Soon to be available in Singapore! Woohoo.

Our marketing strategy is to…

Promote, promote, promote the Aussie-registered Puggy® brand.

Release many more unique paperboard products that adhere to the Puggy guideline.

Extend our product range to include homewares, lighting, furniture.



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