DURHAM, NC (WNCN) – Necessity is the mother of invention, and Rachael Classi knew she needed a solution to the seemingly endless toys that were piling up her home.
So, the mom founded the Tiny Earth Toys start-up based in Durham.
It is a toy subscription service.
“I saw a very big need in my own home to access premium educational toys for my kids that weren’t just going to add to the incredible amount of clutter in our home,” Classi said.
Classi started the business after quitting her job at a software analysis company to care for her children during the COVID-19 pandemic.
Families pay a monthly fee and receive age-appropriate toys suitable for newborns up to 5-year-olds. After the children have played with the toys for a few months, they are sent away for others.
The subscription can be canceled at any time.
“We have seen a lot of requests from families looking to spend the holidays a little differently, to take a sustainable turn in what they do and also try to have Christmas that can be refreshed in a matter of months,” Classi said. noted.
From cars to puzzles, all toys are made of wood and recycled into a new family.
According to ecoBIRDY, 90% of children’s toys are made from single-use plastic and 80% of them end up in landfills, incinerators or in the ocean.
“These are staggering statistics when you think of a $ 91 billion industry,” Classi said.
During the last holiday season, the company ran a pilot program with 15 families. This year, it has hundreds of families in 40 states, starting to overtake its warehouse almost as quickly as kids outgrow toys.
“We never imagined that it would evolve and develop as quickly as it has,” said Classi.
Click here for more information on how to subscribe to Tiny Earth Toys.