By Jack Drees
From the outside, the 730 Eastern Ave complex is as industrial-looking as a building can get. But inside, sits an unlikely world of wonder.
Situated beyond the grey exterior is The Toyary, a membership-based toy rental service. Inside its space lies action figures, board games, playsets, sporting goods, and anything else a child could want to play with. Most of the people playing the toys are young, but the ages of the toys themselves vary. In one corner, you can find a vintage fire pedal truck, while in another, you can stumble across toys based on modern movie franchises like Cars and Frozen.
Unlike Toys R Us, The Toyary is not primarily in the toy-selling business. Instead, their inventory comprises pre-owned and donated items and they offer monthly plans depending on what families want.
Whether it means preserving the toy in the warehouse for years to come or letting others enjoy it periodically or permanently, The Toyary founder Sara Altukhaim said she wants to use the service as a means to reduce the environmental impacts of the toy industry, “the most plastic-intensive industry in the world.”
Their mission is to impart a valuable lesson to the children who use the toys about sharing and cutting down on environmental waste, Atlukhaim told Neighborhood View.
For parents, The Toyary is a solid investment, said Mary Horrocks, a Malden-based subscriber who uses the service for her two children, and has recommended the company to others, including her sister-in-law.
“I bring it up unsolicited to lots of parents that I know. We really love them. I love having them in the community and I also appreciate that they serve the broader Boston community,” she said.
The Toyary offers three subscription options where some include delivery swaps, access to The Toyary warehouse during special hours, exclusive events and discounts, and more. Each one is priced based on how many items a household could rent at once. Memberships can be used amongst a family and also be given as a gift to others.
Families may also rent toys through the website by browsing through the catalogue or they may select the “surprise me” option if they are unsure.
The several items Horrocks acquired for her two and five year old have also become a staple during playdates. She often maxes out the borrowing limit, finding items for her children to share or play with on their own. She will often repeat rentals depending on whether they are developmentally appropriate for the child or they end up being a hot item in the house.
The Toyary currently runs out of a single warehouse space in Malden. It began operations in 2021 out of a shared pop-up space on Tremont Street in Melrose. They later moved to its larger Malden location due to pricing, the nature of the original space, as well as meeting the size of its inventory.
“I love being in Malden, we’ve been here over a year now,” said Altukhaim.
Since its move from Melrose to Malden, The Toyary has remained a standalone location. The Toyary primarily delivers items to homes within a specific zone, mainly towns around the north shore, Boston, Cambridge, and Somerville. It also allows people to pick them up at their Malden office or Trove Green Provisions in Medford during special hours.
“We are building waitlists in other areas right now from a delivery standpoint because that’s really how people want to receive toys,” Altukhaim explained.
In addition to renting several of The Toyary’s second hand items, Horrocks typically avoids buying new toys unless necessary.
While The Toyary is mainly a rental service, there are select items that are listed for sale. Altukhaim said that she sometimes gives a quote to users who want to buy an item. Items also have a “love it” price in case someone wants to own it. The warehouse has individual toys as well as duplicates and spare parts.
The Toyary has changed the ways Horrocks consume toys. Before joining The Toyary, Horrocks would shop online where she would either have to wishlist items due to budgeting concerns or buy toys that were often not relevant to a child’s development or interest. Subscribing to the Toyary has allowed for experimentation and exploration, she said.
The Toyary was born from a series of experiences in Altukhaim’s life.
Previously, Altukhaim worked in market research and consulting in the retail industry where she analyzed toys, including Toys R Us. Being a parent, too, revealed how expensive buying toys can be.
The reactions from parents and children when they find a toy they love motivates Altukhaim.
“Having this space is so fun. Just cause you do see the faces,” Altukhaim said.
Jack Drees is a contributing journalist for Neighborhood View since 2021. He also currently writes for 7 News (WHDH-Boston) and for his own movie blog, Flicknerd.com.
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