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Whirli: The Toy Subscription That Actually Makes Sense
How a UK startup is tackling the $27B toy waste problem with a circular economy model
The toy industry is a $100B global market, yet 80% of toys end up in landfills within 6 months. Whirli isn't just selling toys—they're selling the idea that play shouldn't be disposable. With a 4.6/5 Trustpilot rating from 958 reviews, they're proving parents will pay for access over ownership.
"They're not competing with Amazon—they're competing with the guilt of a toy graveyard in your child's bedroom."
The Parent Psychology Play
Whirli's genius isn't the toys—it's understanding parental anxiety. Every discarded toy represents guilt: money wasted, space consumed, environmental impact. Their subscription model (starting at £15/month) transforms this emotional burden into relief. The 640 monthly searches for 'whirli' alone show brand recognition that's rare for a sub-$1M revenue startup.
The Circular Economy Execution
Unlike traditional toy subscriptions that send curated boxes monthly, Whirli operates as a true library. Kids swap toys when bored, not when the calendar says so. Their tech stack (PWA, Swiper, Tailwind) suggests they're optimizing for mobile-first parents managing chaotic households. The 43% direct traffic indicates strong word-of-mouth—parents aren't just browsing, they're returning.
The real moat? Logistics. Whirli's model only works if their reverse supply chain is as efficient as Amazon's forward chain. With just 7 employees generating $600K revenue, they're running lean—potentially dangerously lean. But their 66.3% traffic from 'undefined' (likely UK/EU) suggests they're dominating a regional market before scaling.
- 4.6/5 Trustpilot rating from 958 reviews = 86% of users would recommend
- Top keyword 'whirli' (640 volume) beats 'toy subscription' (110 volume)
- PWA technology suggests they're building for retention, not just acquisition
- 7 employees to $600K = $85K revenue per employee (high efficiency)
The Sustainability Premium is Real
Whirli proves parents will pay for guilt-free play. The question isn't if circular toy models will scale—it's whether Whirli can build the infrastructure before Amazon copies the playbook.
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Whirli Kids Toy Box Subscription | Whirli™ Toy Sharing Subscription Box | Whirli
A Whirli™ subscription lets you swap toys from a huge toy library. Pick the baby and kids toys you want, we'll deliver them, and whenever you're done send them back for something else.
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Reviews (20)
I loved having a Whirli subscription…
I loved having a Whirli subscription for my daughter, it was really easy to pick and order the toys we needed as she developed. Theres a great range and everything arrived in good condition.
Hi Tamsin, Thank you so much for sharing this — we’re really glad to hear how positive your experience was. It’s lovely to know that Whirli made it easy to choose the right toys as your daughter grew, and that everything arrived in great condition. We put a lot of care into making sure each toy is ready to be enjoyed again. That’s exactly what we aim for: making toy discovery simple, flexible, and reliable for families at every stage. We really appreciate you taking the time to leave a review, and we hope Whirli continues to be part of your family’s journey. Team Whirli
Whirli - A gift for parents
Whirli is the best thing parents could have . It offers so many age specific toys that your kids will never get bored . Also the plan they offer have so much flexibility, that you can upgrade or downgrade as per your needs . There are some toys we think we would never buy , mostly because you will run out of space ! But due to Whirli our kid can enjoy even those . Whirli is the best thing we discovered in 2025 , wish we had discovered it a year earlier:)
Hi Ani, We’re so happy to hear that Whirli has been a gift for your family and that your little one has been able to enjoy such a wide range of age-appropriate toys without the worry of boredom or lack of space. That flexibility you mentioned is exactly what we aim to offer, so parents can adapt as their child grows and their needs change. It’s also great to hear that Whirli has allowed your child to experience toys you might never have bought otherwise — that sense of discovery and exploration is at the heart of what we do. Thank you for being part of the Whirli community and for your kind support! Team Whirli
Such a brilliant service
Such a brilliant service! We got so much use out of the big ticket items in particular (bouncer and walker). We have cancelled as the influx of 1st birthday presents meant we no longer need additional toys but it has been well worth the money!
Hi Jennifer, Thank you so much for your lovely review! We're really happy to hear that you got so much value from Whirli, especially from the bigger items like the bouncer and walker - those are always favourites with little ones. It's completely understandable that after a big first-birthday celebration you're all set with toys for now. We're glad that Whirli could be part of your family's first year and that you felt it was well worth it. You're always welcome back whenever your little one is ready for something new to explore. As they grow, each stage brings new curiosity and bigger challenges - and Whirli is here to help them discover everything along the way. Team Whirli
Brilliant company
We have used Whirli for 3 years and really love the concept. The range of toys is excellent, always clean and in great condition. It really helps when the little ones lose interest fast and also gives parents the opportunity to try some toys before maybe buying them for good. Customer service is excellent, order and return process pretty seamless, brilliant company all around!
Hi Guillaume, Thank you so much for your wonderful review and for being with us for the past three years! As a small, family-owned business, it truly means the world to us to hear that Whirli has been such a helpful part of your family’s playtime. We’re delighted that you enjoy the range and quality of our toys, and that the flexibility of swapping has supported your little ones’ changing interests. It’s exactly what we hope to offer—joy, variety, and a more sustainable way to play. Your kind words about our customer service and the order/return process really made our day. We work hard to make everything as smooth as possible, especially for returning customers like you who have become part of our Whirli community. We look forward to sharing many more play moments with your family! Team Whirli
Brilliant service and has saved us so…
Brilliant service and has saved us so much money over the last 4 years
Hi Leesa and Tony, Thank you so much for your kind words! We're so happy Whirli has been part of your family's journey over the past 4 years. We can't wait to keep inspiring more playful, sustainable moments for your family! Team Whirli
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whirli.com uses 25 technologies across their website including Sentry, Cloudflare, Cookiebot, and more.
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whirli.com receives approximately 32.9K monthly visitors and ranks #696,138 globally. The website has a bounce rate of 39% with visitors viewing an average of 4.2 pages per visit. Users spend an average of 3:04 on the site.
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