As highlighted in the first article, a deep understanding of the factors affecting consumers’ renting behaviour is necessary for toymakers to capitalise on the toy rental trend. In general, consumers choose the rental option if toys have a high price, low usage or take up a lot of space. In Singapore, kitchen sets and playhouses are among the top rented items. Price is not the major concern for local people, but the amount of space these toys occupy really matters. In Indonesia parents often rent bulky toys such as ride-on vehicles and expensive pre-school toys. In Vietnam, branded toys imported from the US, Japan, etc., are high in rental demand as parents do not trust the quality of generic brands in the market.
Note: Preliminary data, based on 11 markets researched