Designing Play for the Circular Economy

A new kind of toy system—built to grow, last, and loop back.

🎥 Scene Setting:
Most toys are designed to be sold once, used briefly, and discarded. It’s a linear model that generates profit—but also enormous waste.

This project explored how Fisher-Price could shift toward a circular economy model: one where toys are shared, repaired, reused, or remade, with value created at every step.

The goal wasn’t just to reduce waste. It was to build a more resilient, sustainable business by treating play as a system, not a single transaction.

🔍 The Approach:
We investigated circular models already working in apparel, home goods, and tech—and applied those insights to toys. From take-back programs to modular components to lifetime subscriptions, we built out multiple paths for extended use and emotional value.

The result: a set of service-oriented business model concepts that paired sustainability with smarter growth.

🧑‍🤝‍🧑 My Role:

• Researched circular product models across adjacent industries

• Mapped a service blueprint for a closed-loop toy experience

• Developed and pitched two scalable concepts to Fisher-Price’s design and strategy teams

• Translated sustainability goals into business opportunity language

✨ Why It Still Matters:
Sustainability isn’t just a materials challenge—it’s a business model challenge. The most exciting ideas didn’t come from redesigning the toy, but from rethinking how value could be shared across time, families, and use cases.

The circular economy isn’t a trend—it’s a shift in how we define growth. This project helped me see how creative strategy and sustainability can—and must—coexist.