Our team—composed of adults and little ones— tests out each product and how it fits the activity and theme. It also needs to fit our shipping box and budget. [As far as partners,] customer experience is No. 1. Suppliers will ask to be put into our kits, and if the product is a good fit for our customer base, we may even design an entire kit around a great product! Bees box, from Surprise Ride
easy, “set-it-and-forget-it” way. Most of all, people want a surprise. In a day when instant gratification is everywhere, anticipation and surprises are hard to come by. Khalife: People are craving experiences rather than material items now more than ever. With subscription-based toys, kids consume the product every month and are eager to receive the next. Along the way, they create memories that last a lifetime. These products also provide a convenient way for parents to offer enrichment to their kids. Tell me about the curating process for the kinds of toys you offer, including how you decide with whom to partner. Chan: The toys and books in our boxes are handpicked in collaboration with a child psychologist, and are specifically chosen to enhance the development of children ages 0 to 3. We look carefully at product construction, durability, and whether it will grow with the child as they learn new skills. Currently, we offer toys from Melissa and Doug, Hape, and Lamaze, along with a few smaller companies. Lachman: We look to align ourselves with companies that share our values and mission. Our process for identifying the right toys revolves around how well it fits into our rental model. If it can be cleaned, sanitized, and shipped in an efficient manner while providing repeated enjoyment for many children, then it is a toy we consider. Smaglick: We compile a list of product options for each activity in the kit and then get samples.
SEPTEMBER/OCTOBER 2015
Khalife: We work with experts, educators, parents, and kid testers to ensure our themed packages are fun and enriching beyond what kids learn in the classroom. At Surprise Ride, we think kids are brilliant, so some of the best ideas have come from interviewing kids. We’re also huge advocates of research and development, so our workshop is constantly filled with new themes and activities we’re testing. Our top priority for what gets included in our monthly packages is always quality. We scour the country—and even the world—to find unique items that will bring themes to life. For example, our Ancient Egypt Surprise Ride includes real papyrus paper imported from Egypt! With more and more subscription-based toy services popping up, how does yours stand out from the pack? Chan: Each time you receive a box from Please and Carrots, you know you’re getting the best products to aid in your child’s development at any given stage. In addition, we match our handpicked toys and books with exclusive, subscriber-only content from experts on enhancing development of children ages 0 to 3. We are also constantly reaching out to our consumers for feedback to learn what their children have really liked, as well as taking suggestions for new products. Lachman: For more than two years, Pley has been providing developmental and educational toys for children and families. Over that time, we have been able to perfect our quality control and deliver
NICHOLE SMAGLICK
CEO and Founder, Cooper & Kidl
ROSY KHALIFE COO, Surprise Ride
Wilderness Box, from Cooper & Kid
THE TOY BOOK • 89