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Project title

RePlay - Refurbished Toys

Primary Funding Agency

Environmental Protection Agency

Co-Funding Organisation(s)

n/a

Lead Organisation

Jiminy Eco Toys

Lead Applicant

Peadar ó Dálaigh

Project Abstract

RePlay by Jiminy is a circular economy project that addresses the linear, high-waste-per-value nature of the toy industry by creating an economically-viable "refurbished pre-loved" brand of toys that have been checked, cleaned, and put into a gift-able box with a warranty. Done with panache and publicity to move pre-loved toys from "buyer beware, only if you can't afford or find it new" to "on-trend". It takes a proven solution from France (Rejouons Solidaire) and localises it to Ireland. RePlay will stimulate people in Ireland to do more reuse and repair, and stimulate retailers to adopt refurbished pre-loved lines, by: role-modelling (a retailer with a high-profile refurbished pre-loved product line), rewarding (social and financial credit to organisations and members of the public who donate preloved toys), communicating (press/PR, social media, and conference presentations), and upskilling (free, practical replication toolkit helps retailers in any industry create a refurbished pre-loved product line). Objectives within the initial 18 months are to displace €0.25m of new toy purchases with refurbished pre-loved toys, thereby avoiding 45 tonnes of CO2 emissions and 6.5 tonnes of plastic toy waste. To make ‘Circular’ 3 times more normal/fashionable, including 1,250 customers having purchased their first ever pre-loved toy. 1 other retailer will have launched a circular toys line, with 5 more developing one. Outputs within 18 months will include 10,000 used toys collected and refurbished, 100 reuse/repair/collection events at schools/festivals/etc, 10,000 families engaged/educated/inspired about repair/reuse, 6 million media reach, 10 mainstream press features, and an off-the-shelf replication toolkit to make it easy for other businesses to create their own refurbished pre-loved product line. Jiminy is Ireland's eco toystore - an award-winning social enterprise, in business to inspire a playfully sustainable world. It currently offers over 850 sustainably-made new toys and books for all ages from babies through teens - it's time Now it’s time to put more focus on toy reuse, starting with refurbished pre-loved toys - the project we call RePlay - hence this application for funding.

Grant Approved

�100,000.00

Research Hub

Green and Circular Economy

Research Theme

n/a

Start Date

23/01/2023

Initial Projected Completion Date

22/07/2024