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Recycle your toy online: the experimental sharing platform

Subscription or fee-based service for “Il Club dei giocattoli”, a toy club conceived by two mothers, which is now a start-up incubated at the Bocconi’s Speed Mi Up

The latest news in the sharing economy involves children’s bedrooms. The idea came from two young mothers and was incubated as a start-up in the Speed Mi Up project at the Università Bocconi in Milan before being launched in the past few days as a pilot project for Milan, Monza, Brianza, before spreading out across the peninsula.

The Club dei gioccatoli is the first online Toy sharing and try&buy service in Italy. But the business already exists in other countries, in the United States, Asia and New Zealand, whereas in Europe a niche market already exists in Germany and the United Kingdom.

The goal is to mobilize mountains of toys in good condition and to introduce them into a virtuous and economically sustainable circuit. In this case, the circular economy involves parents who want to offer their children, between the ages of 0 and 12, a diversified experience, to educate them about sharing and taking care of objects.

The idea of starting “Il Club dei giocattoli” arose from our desire to constantly surprise our children to help them grow, and stimulate their imagination and skill with quality toys

Milvia Bonvicino and Alessandra Garini, co-founders

Families and businesses have two options to join the club. The first is a monthly subscription rate good for a surprise kit of toys selected on the basis of a questionnaire, age range and interests. For those who do not want to pay a monthly fee, there are fifteen-day fees as well: the individual toys, selected from the online catalogue, can be rented, and after trying them, returned or purchased.

All the toys are verified, tested and sanitized. They are selected and described in a leaflet by two child neuropsychologists who work as a team with the Club.

To conceive the organization of the club, the two co-founders relied on the law firm Rodl & Partner. Leading the team was associate partner Tiziana Fiorella who coordinated the preparation of all the legal documentation needed to start the business, particularly as regards the e-commerce and privacy profiles linked directly to the Toy-Sharing platform.


translation by Olga Barmine

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