Reuse within the Business of Children's Toys : Contributing to a more circular and economically stable playtime

Abstract: This report presents a master’s degree project in Integrated Product Design at KTH Royal Institute of Technology in Stockholm. The project was conducted on the behalf of Micki Leksaker AB,with the purpose to develop a service that promotes a more sustainable lifestyle and consumption of children’s toys. Since the project goal was to develop a service, the overall methodology used for this project was service design with a user-centered approach. Hence, the process was iterative with the involvement of different stakeholders and end-users in all stages of the project. The foundation on which the final concept relies, is based on a deep understanding of the users and their needs, as well as the understanding of the toy market and current trends.The final service concept consists of an activity center where pre-school and school classes can goto learn about sustainability through movies, theatres, books, and workshops where the children get to construct their own toys out of old toys and waste materials. The experts at the activity center continuously teach about sustainability and offer rentable learning packages with materials for working with the subject in school. This service provides a tangible and constructive way of increasing the knowledge in sustainability, products' life cycles, and the connection to nature and environmental impacts. By introducing sustainable development at an early age, it resides with them as they grow up. Collecting old toys, left-over material from production, and waste materials from other industries contributes to a circular economy and puts the teaching of sustainability into practice. As well as this, by using old toys and waste materials, the final step of the waste hierarchy is decreased. Further development of the concept is needed, regarding the learning material and activities, and the implementation of the various parts of the service. By offering such a service, Micki Leksaker can clarify their commitment to the children and their education, as well as further develop their work on sustainability, which can strengthen both the brand and the customer relationships.