# Rented Play Borrowing extends into toys and tech to satiate the ever-changing needs of children. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jul 14, 2014 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/rented-play ## Key Figures - Trend score: 4.2/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 29, 2013 to Jul 12, 2014 - Published: Jul 14, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Rented Play trend ### Sharing Economy Offering temporary access to goods and activities is becoming a cost-effective alternative to buying new ones. ### 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. ### Sustainability Rental and toy share services reduce the need for the manufacturing of new toys, promoting a sustainable mindset. ## What the Rented Play trend means for industry ### For 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 for Rented Play Trend score 4.2 out of 10, from popularity 70%, activity 49%, freshness 8%. - Popularity: 70% - Activity: 49% - Freshness: 8% ## Examples of the Rented Play trend 4 featured examples from May 29, 2013 to Jul 12, 2014. - [Toy Rental Services](https://www.trendhunter.com/trends/toy-rental-service): Pley Lets People Rent LEGO Sets Instead of Buying Them (Category: Life-Stages) Implication: Toy rental companies have a significant opportunity to disrupt the traditional toy industry by offering more cost-effective and eco-friendly alternatives to consumers. - [Toy Car Rental Agencies](https://www.trendhunter.com/trends/rental-car-agency): Hot Wheels' Rental Car Agency Helps Determine the Hottest Models (Category: Life-Stages) Implication: Toy manufacturers can explore interactive experiences and role-play to engage with their target audience and gather valuable information on consumer preferences. - [Cell Rental Kiosks](https://www.trendhunter.com/trends/public-mobile-phone-system): The Public Mobile Phone System Lets You Hire Handsets Temporarily (Category: Tech) Implication: Kiosk owners can expand their services and offerings by incorporating cell phone rental kiosks, which could lead to increased revenue and customer satisfaction. - [Building Block Rental Services](https://www.trendhunter.com/trends/rental-service-for-kids): 'Pleygo' is a LEGO Rental Service for Kids (Category: Life-Stages) Implication: 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. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Life-Stages - [Mini Clog Collectibles](https://www.trendhunter.com/trends/cars-x-crocs-blind-box) - [Thoughtfully Designed Lunchboxes](https://www.trendhunter.com/trends/glacier-lunchbox) - [Larger-Format Brainteaser Games](https://www.trendhunter.com/trends/kanoodle-party) - [Historical Character Collectibles](https://www.trendhunter.com/trends/polly-pocket-x-american-girl) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)