From QR codes and NFC chips to pop-ups, reveals, and boxes that move—interactive packaging is having a moment. But is it actually worth the cost, engineering, and complexity? Or is it just a flashy gimmick brands can’t stop chasing?In this episode of Packaging Today, we dive deep into interactive packaging that goes beyond tech. Think: lids that lift the product, drawers that slide out, compartments that spring open, and packaging that turns every unboxing into theater.What you’ll learn:The true ROI of interactive packagingWhen interactivity enhances user experience, and when it just adds costWhat structural elements consumers remember (and which they ignore)The difference between gimmick and strategy in luxury, beauty, and DTCHow interactive packaging impacts recyclability and sustainability claimsWhether you’re designing packaging for wow-factor, function, or both. This episode will help you think smarter about what interactivity actually means in 2025.

Connect with our hosts:Evelio Mattos: www.IDPdirect.comCory Conners: www.atlanticpkg.comAdam Peek: www.LabelKing.com