Bubble Wrap is sometimes used when packing fragile items as each bubble of air creates a buffer from outside force.

However Bubble Wrap, along with plastic sheeting is considered the worst package material, environmentally speaking and should ALWAYS be avoided. Although 'environmentally friendly' bubble wrap exists, which is biodegradable, this is a step in the right direction, however when such material reaches a land fill site, the absence of air prevents it from breaking down. 

Please avoid Bubble Wrap, instead use padded paper wrap, made from recycled newspaper, or alternatively shredded paper, both of which can be easily recycled again.