Category
Tech
Automated Upkeep
Trend cluster
Category
Rented
Play
Borrowing extends into toys and tech to satiate the ever-changing needs of children.
4.2
Trend score
Trend
What is the Rented Play trend?
Rented Play: 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.
Trend themes
Themes within the Rented Play trend
Three behaviours holding the trend together01
Sharing Economy
Offering temporary access to goods and activities is becoming a cost-effective alternative to buying new ones.
02
Rental Services
Toy and smartphone rental services are becoming increasingly common, so kids can play with a variety of toys without having to own them all.
03
Sustainability
Rental and toy share services reduce the need for the manufacturing of new toys, promoting a sustainable mindset.
Industry implications
What the Rented Play trend means for industry
Where the trend changes the playbookFor
Toy Industry
The toy industry can explore new business models that promote toy rental and sharing services.
For
Smartphone Industry
The smartphone industry can look into rental services and temporary replacement solutions for broken devices.
For
Transportation Industry
The transportation industry can partner with toy rental agencies like Europcar to best optimize space and revenue generation.
Trend signals
Trend signals for Rented Play
Trend score 4.2 out of 10, from popularity 70%, activity 49%, freshness 8%.
Popularity70%
Activity49%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Rented Play trend
4 featured examples from May 29, 2013 to Jul 12, 2014CategoryLife-Stages
Toy Rental Services
Pley Lets People Rent LEGO Sets Instead of Buying Them
Toy rental companies have a significant opportunity to disrupt the traditional toy industry by offering more cost-effective and eco-friendly alternatives to consumers.
CategoryLife-Stages
Toy Car Rental Agencies
Hot Wheels' Rental Car Agency Helps Determine the Hottest Models
Toy manufacturers can explore interactive experiences and role-play to engage with their target audience and gather valuable information on consumer preferences.
CategoryTech
Cell Rental Kiosks
The Public Mobile Phone System Lets You Hire Handsets Temporarily
Kiosk owners can expand their services and offerings by incorporating cell phone rental kiosks, which could lead to increased revenue and customer satisfaction.
CategoryLife-Stages
Building Block Rental Services
'Pleygo' is a LEGO Rental Service for Kids
The toy rental industry can capitalize on the trend of sustainable and cost-effective toy consumption by expanding their services to include more toy categories and age ranges.
