Toybox: Toys-as-a-Service

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The Problem:

On average, children have 70+ toys and parents spend over EUR6000 on toys over the lifetime of their kids. Children demand different toys at different age levels, and the experience is that they outgrow their toys quickly. Next to this, many kids have a few favorite toys and the majority of their 70+ toys is never used. A real cost to the environment. 

The Solution:

To save the environment, to unburden parents and free up space in the house and to shift mindsets as early as possible, Toybox provides a toys-as-a-service proposition where parents can subscribe to starting from EUR20 a month. Storage, logistics, cleaning, refurbishing/repair when needed is all taken care of by Toybox. Parents can decide themselves how long they would like to keep a certain toy. Both online and via pop-up location toy exchanging can take place. Sharing toys will teach children the circular mindset! 

Key users and beneficiaries:

  • Parents
  • Schools
  • Daycare 


Key partners and systems needed:

A digital platform needs to be established to connect the target audience to availability of toys. A logistics partner will be needed to pick-up/exchange/deliver the toys. A partner in cleaning and refurbisch/repair will also be needed. For the pop-up locations we regard schools & daycare a possible location partners. 

The impact:

Encouragement of the PaaS model for children who are the potential future clients of the bank. This idea also unburdens the environment (less waste and less toys produced) and encourages sharing among children and their parents (social impact). 


The first phase of this challenge looked at key opportunity areas, barriers to overcome, inspirational case studies, existing research, facts and figures, and other insights around the challenge. The Circle Economy team identified and clustered all submissions into key areas of opportunity that served to inspire and support the development of new solutions at the Beyond Next circularity festival. This is one of the solutions that came out of the event. 

Are you working or keen to work on a similar solution? Get in touch with us! >

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