The Circular Economy for Toys: Lessons from Around the World
When we started LudoLudo, it wasn’t because the idea of sharing toys was new. Toy libraries, or "joujouthèques", have been part of family life for decades, both here in Quebec and around the world. Families have always borrowed, shared, and passed down toys. It’s a simple way to make play more accessible, more affordable, and a lot more sustainable. Today, we’re just modernizing it — making it easier, more flexible, and better suited to how families live (and shop) today.Because let’s be honest: sometimes you buy a beautiful, expensive toy... and your kid ends up playing with a tupperware. So why buy full price when you can rent, rotate, and keep play exciting without filling your closets?
Circular Play Around the World
In many cities in Asia, where space is limited, toy libraries and toy rental services are part of everyday life.
In Japan, ToySub offers a subscription model that delivers curated toys to families monthly, keeping play fresh without creating clutter.
In Hong Kong, Happy Baton offers a subscription box of curated toys and also picks up toys families no longer want, extending their lifecycle.
In Europe, several innovative companies exist that are rethinking the toy purchase model, but also the lifecycle of toys and materials:
In the UK:
Families swap toys easily with Whirli, a subscription rental model similar to LudoLudo.
Beyond toys, Loved Before lets families adopt preloved stuffed animals - not only keeping stuffed animals out of landfill, but showing that reusing toys isn’t just practical, it’s emotional too.
JUNKO helps kids turn household waste into new toys using recycled parts — encouraging creativity while reducing single-use waste.
In Denmark, Dear Baby offers rental of baby essentials — helping parents get what they need, for the time they need it, without overconsumption.
In France, Kidibam gives toys a second life through curated secondhand sales, while Rejoué has been collecting, repairing, and reselling toys since 2012 — saving over 300 tonnes of toys from landfill.
The momentum for circular play is growing across North America:
In California, Toy-Cycle operates a recommerce platform, making it easy for families to ship outgrown toys to be sorted, cleaned, and resold.
In Canada, Rebelstork created a marketplace for brand-new and unopened baby gear — preventing waste right from the start.
Circular Play in Quebec: A Tradition to Renew
Even closer to home, Quebec has its own deep tradition of toy sharing:
Joujouthèques (toy libraries) have existed in communities across the province for decades, offering families access to toys without having to own them.
Started in 2002, Reno-Jouets in Quebec City is a nonprofit that gives a second life to donated toys, making quality play accessible while reducing waste.
Troc de Jouets in Gatineau organizes community events where families exchange toys instead of buying new.
At LudoLudo, we’re proud to continue (and modernize) this spirit: flexible, eco-conscious, designed for today’s families, and built for tomorrow’s world.
Why Circular Play Matters (More Than Ever)
Today, circular play is about more than saving money or clearing clutter. It’s about teaching kids from the very beginning that:
We can share, not just own.
We can love, and let go.
We can build joyful lives without always buying more.
At LudoLudo, we believe toys don’t lose their magic after one childhood. They simply find new little hands, and continue their new adventures elsewhere.