Rented Play

Borrowing extends into toys and tech to satiate the ever-changing needs of children

Implications - A cost-effective alternative to buying new toys, parents are turning to methods of borrowing to satiate the developing interests of young people. Toy rentals and smartphone borrowing services provide temporary access to goods and activities, reflecting a need to maintain materialistic tendencies and individual desires in a post-recession society.
SCORE: 4.8
Mild Top 4 Examples: 13,250 Total Clicks May 13 - Jul 14
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Consumer Insight Topics: ToysYouthLife-Stages
Toy Rental Services - Pley Lets People Rent LEGO Sets Instead of Buying Them
SCORE: 6.1
Warm 5,702 Clicks Pub: Jul 12, 14
Toy Rental Services
Pley Lets People Rent LEGO Sets Instead of Buying Them
Every year LEGO releases a new set that children bug their parents to buy for them as soon as they get wind of it; instead of purchasing expensive building block collection, a toy rental service... [More]
Toy Car Rental Agencies - Hot Wheels' Rental Car Agency Helps Determine the Hottest Models
SCORE: 5.2
Warm 5,063 Clicks Pub: May 10, 14
Toy Car Rental Agencies
Hot Wheels' Rental Car Agency Helps Determine the Hottest Models
With some help from Ogilvy and Mather Paris, Mattel worked with Europcar to develop the first ever ‘Rental Car Agency for Kids.’ The agencies were set up within Europcar offices and... [More]
Cell Rental Kiosks - The Public Mobile Phone System Lets You Hire Handsets Temporarily
SCORE: 5.6
Warm 1,626 Clicks Pub: Mar 19, 14
Cell Rental Kiosks
The Public Mobile Phone System Lets You Hire Handsets Temporarily
Just about everybody in the developed world has a cellphone (as do a surprising number of people in the developing world!), so how do you deal with those occasions when you must separate yourself... [More]
Building Block Rental Services - 'Pleygo' is a LEGO Rental Service for Kids
SCORE: 1.8
Untested 859 Clicks Pub: May 29, 13
Building Block Rental Services
'Pleygo' is a LEGO Rental Service for Kids
Since kids become so bored of toys so quickly, ‘Pleygo’ is a rentable service for kids to help them trade or rent out different LEGO kits. With so many variations of LEGO sets available,... [More]