Ali Frey

About the practice

The Bunny Bin is a sustainable toy company building toward a future where reuse is the standard, not a compromise. What sets us apart is this blend of circular economy principles and emotional storytelling. It’s not just extending a toy’s life; it’s prolonging its purpose. By reconnecting families to the joy of caring for something with a history, The Bunny Bin creates lasting value in a space dominated by disposable, mass-produced products. Every toy begins as a donation. We accept well-made toys that have been gently used and can be safely restored. Items are evaluated for overall condition, cleanliness, and durability before entering circulation. Rescued toys go through a thorough cleaning and inspection process using child-safe methods. Each toy is frozen for 72 hours as a precaution to neutralize any pests, then washed with hypoallergenic detergent, checked for wear or damage, and lovingly repaired as needed to ensure it’s ready for everyday use again. This work is intentionally minimal and low-waste and we don’t hide their age, but rather aim to extend usability, safety, and longevity. Finally, once a toy is restored, it’s prepared for adoption. Each stuffie comes with an official rescue certificate including a unique story acknowledging where it’s been and marking its transition to a new home. So, why do we do this? Because we don't think that something as innocent as a childhood toy has any business hurting the planet. Toys are among the most plastic-intensive products on the market. The toy industry is a $130 billion global market and the U.S. accounts for over 30% of it, despite being home to only 3.1% of the world's children. 90% of toys are made from plastic, and an estimated 80% end up in landfills, incinerators, or the ocean. Toys alone account for 6% of all landfill plastics. The Bunny Bin aims to expand access to higher quality toys, one-of-a-kind finds, and more meaningful gifting than anything you'd pull off a big box shelf. We're working to strip the stigma from secondhand, bring joy back into reuse, and make the case that, as a culture, we already have much of what we need or could possibly want. We just need to stop throwing it all away. We also wholeheartedly believe businesses have a responsibility to do good. The Bunny Bin is built with that intention, and we hope, in doing so, to be a model for what a mission-first business can look like. We seek to foster a broader movement rooted in thoughtful design, reuse, and mindful consumption, while encouraging other companies to prioritize longevity, repairability, and environmental responsibility from the start.