Subscribers to Baby Plays can receive four or six toys in the mail every month, after compiling their wish list from almost 200 toys on the site.
Initially starting with 10 customers in October, founder Lori Pope now has about 200 customers in the US and is preparing to move the operation into a warehouse. She has invested $250,000 into buying toys, hiring employees and subletting storage and office space and hopes to begin making a profit by autumn.
Customers pay between $30 and $36 per month to receive four or six toys a month for three months. If families sign a 12-month contract they can receive six toys a month for $31.99.
Brands available on the website include VTech, LeapFrog and Playskool.