INNOBLOG

Here at Innosight, we often encourage would-be innovators to consider taking a business model from one industry where it is well established into another where it is not. This type of play is often very disruptive, as the imported business model allows an entrant to either meet a previously unsatisfied need or meet an already satisfied need, but in a cheaper or more convenient way. MinuteClinic, for example, is a disruptor weve been tracking for some time now that has realized success by applying a fast-food business model to healthcare.

Baby Plays is another example of this type of disruption that is just starting to build momentum. Baby Plays was launched last October by a Houston, Texas mother who became frustrated as she watched her home fill with toys her twin infant sons quickly lost interest in. As she thought about how she could rent DVDs online, she realized that a rental option for toys would satisfy her need perfectly. But since no company she could find was offering such a service, she decided to launch one herself.

The Associated Press called it "Netflix for the toddler set. I think its a very appropriate label. Not only does the service work a lot like Netflix does (you pay a monthly subscription fee, create a wishlist of toys, etc), but I think Baby Plays is similarly disruptive.

It isnt a solution for everybody (at roughly 30 dollars a month it seems a bit expensive), but I think for many young, stressed-out mothers, or for those who might only occasionally care for children, like grandparents, the convenience offered by Baby Plays will trump online buying from eToys or trips to brick-and-mortar outlets like Toys R Us.