GreenCircle
GreenCircle operates ToysReloved, a German e-commerce marketplace where families buy and sell inspected, professionally cleaned second-hand toys from premium brands. The Berlin-based company serves German consumers directly and runs a B2B returns liquidation program.
- Company typePrivate
- Founded2020
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2C
- OfferingServices
What GreenCircle does
GreenCircle operates ToysReloved, a Berlin-based e-commerce marketplace for buying and selling inspected second-hand toys in Germany. Founded in 2020, the company runs a dual-sided platform with a buyer storefront at toysreloved.de and a seller portal at verkaufen.toysreloved.de, offering families with children a curated catalog of pre-owned premium toy brands including LEGO, Playmobil, Schleich, Barbie, Toniebox, Hot Wheels, and Ravensburger. The core operational process involves acquiring used toys from families (via a pickup service), performing manual quality inspection and professional cleaning, and reselling through the owned marketplace. The business has expanded beyond consumer-to-consumer resale with a B2B Retouren program for companies seeking to liquidate returned and overstock toy inventory, plus a gift voucher product. The company is privately held with 1-10 employees, has raised approximately $515K across four small rounds between 2020 and 2022, and is supported by EU co-funding and Impact Hub GmbH. Distribution is exclusively direct-to-consumer via owned web properties, with marketing driven by organic social (Instagram, Facebook, LinkedIn, WhatsApp), content/blog, and earned media coverage in ARD (rbb), Frankfurter Allgemeine, and Berliner Morgenpost. The company has built a 4.3-star Trustpilot rating and positions sustainability and circular economy messaging at the center of its brand, with social mission partnerships alongside SOS-Kinderdorf and Deutscher Kinderschutzbund.
GreenCircle firmographics
Firmographics- Name
- GreenCircle
- Legal name
- ToysReloved
- Website
- https://green-circle.co
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GreenCircle operates ToysReloved, a German e-commerce marketplace where families buy and sell inspected, professionally cleaned second-hand toys from premium brands. The Berlin-based company serves German consumers directly and runs a B2B returns liquidation program.
- Ownership category
- akta.pro rank
GreenCircle industry classification
Industry- Product category
- Second-hand Toy Resale
- NAICS
- Used Merchandise Retailers (459510), Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Kids & Maternity Secondhand (Clothing, Gear, Toys) (CRAFAGAG)
- akta.pro secondary industry
- Toy & Game E-commerce Specialists (CRALAFAL)
Keywords
Where GreenCircle is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Markets served
GreenCircle business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Second-hand toy sales: The company purchases used toys from families, inspects and cleans them, then resells at a markup through its e-commerce platform, generating margin on the difference between acquisition cost and sale price.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Individual product pricing based on brand, condition, and rarity |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
GreenCircle product offering
Product offeringCore offering
GreenCircle operates ToysReloved, a German e-commerce platform that acquires used toys from families and businesses, professionally inspects and cleans each item, and resells them through an online storefront. The company runs a buyer-facing webstore (toysreloved.de) and a seller portal (verkaufen.toysreloved.de) with a pickup service for sellers, alongside a B2B program for reselling returned or overstock toy inventory.
Product overview
ToysReloved operates as a unified e-commerce marketplace for second-hand toys in Germany, combining a consumer-facing webstore with integrated seller services. The platform's core product is its curated marketplace where families can purchase pre-owned toys, while the companion Verkaufen service enables sellers to offload their children's toys through a comprehensive pickup and resale program. Additional offerings include B2B return partnerships for companies and gift vouchers. The platform specializes in premium toy brands including LEGO, Playmobil, Schleich, Barbies, Toniebox, Duplo, Brio, and Hot Wheels, with items categorized by age group (0-12 months through 10-13 years) and type (figures, board games, building sets, plush toys, dolls, vehicles, science kits, and wooden toys).
Differentiator
Problem solved
Functional benefit
Products and services
- ToysReloved Online Store Direct-to-consumer online storefront selling inspected, professionally cleaned second-hand toys to families across Germany, specializing in premium brands such as LEGO, Playmobil, Schleich, Barbie, Toniebox, Brio, and Hot Wheels. Items are categorized by age group and toy type.
- ToysReloved Verkaufen (Seller Pickup Service) An online selling service for families to offload their used children's toys. ToysReloved arranges pickup, then handles inspection, cleaning, photography, and resale of the items.
- B2B Retouren Partnership Program A B2B partnership program for companies to offload returned or overstock toy inventory, which ToysReloved processes and resells on its platform.
- ToysReloved Gutschein (Gift Vouchers) Physical or digital gift vouchers purchasable on the ToysReloved platform for use toward second-hand toy purchases.
Quantifiable outcome
- Customers can save up to 60% on brands like LEGO, Playmobil, and Schleich
Companies that use GreenCircle
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
GreenCircle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
GreenCircle partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor.
- ARD (rbb)minorTelevision feature coverage highlighting ToysReloved's mission to give toys a second life. The ARD/rbb segment ran approximately 3 minutes 39 seconds, showcasing the company's circular economy approach for children's toys.
- rbb (Rundfunk Berlin-Brandenburg)minorRegional public broadcaster featuring ToysReloved's mission in video content about sustainable toy consumption.
- Frankfurter AllgemeineminorMajor German newspaper coverage of ToysReloved's mission and approach to second-hand toys.
- Berliner MorgenpostminorBerlin-based newspaper featuring articles about ToysReloved as a startup 'toy saver' in the region.
- Impact Hub GmbHminorIncubator/support organization listed as a funding partner on the website.
- SOS-KinderdorfminorSocial children's charity partner. ToysReloved supports social projects for children through its operations.
- Deutscher KinderschutzbundminorGerman Child Protection Association partnership supporting children's welfare through ToysReloved's social mission.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
GreenCircle competitors and assessment
Company assessmentDirect peers
- Kidizen: US-based peer-to-peer marketplace for secondhand children's clothing, toys, and gear. Closest direct peer by vertical (kids' items) and model (C2C resale), though operating in North America rather than Europe.
- Momox: German recommerce platform that buys and resells used books, media, and clothing. Directly comparable as a Germany-focused recommerce operator with similar buy-clean-resell economics, but operating in adjacent verticals (books/media) and at much larger scale.
- Once Upon A Child: US franchise retail chain that buys and sells secondhand children's items including toys, clothing, and gear. Directly comparable as a vertical-specialized secondhand retailer, but operates brick-and-mortar stores in a different geography.
- Rebuy: German recommerce marketplace specializing in used electronics, books, and media. Operates the same buy-inspect-resell model with similar logistics intensity and a similar sustainability positioning, making it the closest scaled analog in Germany.
Broad incumbents
- Vinted: European horizontal secondhand fashion and lifestyle marketplace. Comparable as a major European C2C recommerce platform with marketplace dynamics, though primarily fashion-focused; has expanded into adjacent categories.
- Sellpy: H&M-owned European recommerce service that handles pickup, inspection, and resale on behalf of customers. Closest analog to ToysReloved's full-service seller experience, though operating in fashion.
- eBay Kleinanzeigen: Germany's leading horizontal classifieds marketplace owned by eBay. Indirectly competitive—families use it for direct peer-to-peer used toy sales—representing the main substitute for ToysReloved's sell-side supply.
Emerging players
- Revero: European recommerce brand focusing on refurbished smartphones and electronics. Comparable as a vertical-specialized recommerce player in Europe though in electronics rather than toys.
- Buycycle: European recommerce marketplace for used bicycles and outdoor gear. Not a direct competitor but a useful adjacent comp for vertical-specialized European recommerce business models with similar sustainability positioning.
Regional players
- Momiji (Secondhand Kids Japan): Japan-based secondhand children's goods retailer. Comparable vertical (kids' second-hand) but operates only in Japan with retail-store model; useful comp for cross-border scaling viability.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GreenCircle social profiles
Digital presenceGreenCircle financial estimates
Financial estimateRevenue estimate
Valuation estimate
GreenCircle leadership team
Management profileNumber of profiles
Profiles2 records
GreenCircle funding detail
Funding detailFunding overview
Funding rounds4 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GreenCircle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GreenCircle
What does GreenCircle do?
GreenCircle operates ToysReloved, a German e-commerce platform that acquires used toys from families and businesses, professionally inspects and cleans each item, and resells them through an online storefront. The company runs a buyer-facing webstore (toysreloved.de) and a seller portal (verkaufen.toysreloved.de) with a pickup service for sellers, alongside a B2B program for reselling returned or overstock toy inventory.
Is GreenCircle a public or private company?
GreenCircle is a private company. It is classified as unknown and is currently operating.
When was GreenCircle founded?
GreenCircle was founded in 2020. It employs 1 to 10 people.
Where is GreenCircle based?
GreenCircle is headquartered in Berlin, Germany, in the Europe region.
How does GreenCircle make money?
One revenue line is on record: second-hand toy sales.
Who are GreenCircle's main competitors?
Direct peers on record are Kidizen, Momox, Once Upon A Child and Rebuy. Broad incumbents are Vinted, Sellpy and eBay Kleinanzeigen. Emerging players are Revero and Buycycle. Momiji (Secondhand Kids Japan) is listed as a regional player.
Does GreenCircle have an API?
No public API is recorded for GreenCircle.
What industry is GreenCircle in?
GreenCircle's product category is Second-hand Toy Resale. Its primary akta.pro industry code is CRAFAGAG, Kids & Maternity Secondhand (Clothing, Gear, Toys), with a secondary code of CRALAFAL, Toy & Game E-commerce Specialists. Its NAICS code is 459510 and its SIC code is 5945.