What Rejoué does

Rejoué is a French non-profit association (Association déclarée under SIRET 52364715400039) founded in 2010 by Claire Tournefier in Île-de-France. It operates a circular-economy toy refurbishment platform, collecting, sorting, ecologically cleaning, completing, verifying, testing, and CE-marking second-hand toys and books for resale at approximately 40% below new retail prices. Its central workshop is in Vitry-sur-Seine, complemented by a Paris retail boutique (140 Rue du Château, 75014), a corner at La Maison du Zéro Déchet (Paris 12th), and rotating pop-up stores at shopping centers such as Vélizy 2 and Créteil Soleil. The association has held Atelier Chantier d'Insertion (ACI) accreditation since 2012, allowing it to employ people distant from the labor market under CDDI insertion contracts; 74 people were accompanied in 2025, approximately 70% women, with 65% of departing employees in 2025 transitioning to employment or qualified training.

The business model blends four revenue streams: (1) individual retail via membership-based purchases (membership from €2/year) at the Paris boutique and partner locations; (2) professional sales to early childhood institutions (crèches, schools, leisure centers, municipalities) through the Vitry-sur-Seine professional boutique, operated by appointment with categorical ordering and invoicing via Chorus Pro; (3) corporate RSE engagements including collection drives, team-building workshops, event animations, and financial patronage, with named partners Franprix, ENGIE, Sephora, Sanofi, and Vinci; and (4) financial donations processed via HelloAsso, with documented impact tiers (€1,000 supports one month of salary for one insertion employee; €337 valorizes 100kg of toys or funds 25 gifts to children in precarity). A separate solidarity operations program (Noël de Rejoué, A Nous de Jouer) distributes refurbished toys through partner associations such as Armée du Salut, Restos du Cœur 93, and SOS Femmes 93.

In 2023, Rejoué launched the Rejouons Solidaire network, grouping 15 associations across France committed to socioprofessional inclusion through toy reuse, and participates in ADEME's Coop'ter program developing Economy of Functionality shared-use models with Île-de-France crèches. The association is a laureate of Fondation La France s'engage (2017) and receives European Social Fund co-financing (2023-2024) for its women's inclusion program. It received toys from Ecomaison collection points under France's AGEC EPR framework and is positioning to supply public-sector procurement as AGEC reuse quotas scale from 5% in 2026 to 15% by 2030. Rejoué is searching for a new 800-1,200 m² workshop facility in Val-de-Marne or Paris as its current lease expires March 2027.

Name

Rejoué

Legal name

Rejoué

Website

https://rejoue.asso.fr

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Rejoué is a French non-profit association founded in 2010 that collects, refurbishes, and resells second-hand toys at -40% of new prices. It serves individual consumers, early childhood professionals, and corporate partners, while employing insertion-program workers and donating toys to children in precarity.

Ownership category

akta.pro rank

Product category

Second-hand Toy Reuse and Social Insertion Services

NAICS

Used Merchandise Retailers (459510)

SIC

Wholesale-Durable Goods, Nec (5099)

akta.pro primary industry

Reuse & Resale / Recommerce Operations (EUAIANAC)

Keywords

• Second-hand toys
• Toy reuse
• Social insertion
• Circular economy toys
• Refurbished toys

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Retail toy sales to individuals: Rejoué sells second-hand toys to individuals through its Paris boutique and corner at La Maison du Zéro Déchet. Customers must be members (from €2/year). Toys are sold at approximately 40% below new retail prices, generating revenue that funds social insertion programs.
2. Professional toy sales to early childhood institutions: Rejoué sells refurbished toys to professionals of early childhood (crèches, childcare providers, schools, municipalities, leisure centers) through its dedicated Vitry-sur-Seine boutique, by appointment. Toys are selected for pedagogical interest and collective use, sold at 40% below new prices, with invoicing via Chorus Pro.
3. Corporate RSE partnerships and engagements: Companies engage Rejoué for RSE programs including toy collection drives, team building workshops, event animations, rounding at checkout, and financial patronage. Corporate partners include Franprix, ENGIE, Sephora, Sanofi, and Vinci. Each engagement type generates revenue or in-kind donations supporting Rejoué's operations.
4. Financial donations: Individuals and organizations can make financial donations via HelloAsso. Impact levels include €1,000 for one month of salary support, €337 for 100kg of toy valorization, and €337 for 25 gifts to children in precarity.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Rejoué is a French non-profit association that collects, ecologically cleans, sorts, verifies, tests, and CE-marks second-hand toys and books, then resells them at approximately 40% below new retail prices through physical boutiques (Paris 14e and Vitry-sur-Seine) and pop-up stores. It serves individual consumers via membership-based purchasing and professional buyers (crèches, schools, municipalities) by appointment, while donating a portion of refurbished toys to children in precarious situations through partner charities.

Product overview

Rejoué is a French non-profit association (ESS — Économie Sociale et Solidaire) that operates a comprehensive second-hand toy ecosystem with three core interlocking offerings: (1) a toy reconditioning and retail operation — collecting, sorting, cleaning, verifying, and CE-marking toys for resale at up to -40% of new prices through two physical boutiques (Paris 14e and Vitry-sur-Seine professional boutique) and pop-up events; (2) a professional supply service for early childhood institutions (crèches, schools, municipalities) offering pedagogically selected, tested second-hand toys and books; and (3) a solidarity operations program (including Noël de Rejoué and A Nous de Jouer) that donates refurbished toys to children in precarious situations through partner associations. Supporting services include corporate RSE/team-building packages, a network of proximity drop-off points, volunteer programs, and a blog/news channel (Au cœur de Rejoué) documenting events, partnerships, and policy advocacy. The organization is built around social inclusion, giving people distant from employment (predominantly women) meaningful work and professional accompaniment.

Differentiator

Problem solved

Functional benefit

Products and services

• Second-hand toys and games (reconditioned) Collected, sorted, cleaned, verified, and CE-marked toys and games resold to the public at approximately 40% below new retail prices. Categories include books, vehicles, construction toys (Lego, Duplo, Playmobil), plush toys, outdoor games, board games, puzzles, and dolls.
• Professional toy supply service Specialized service for early childhood professionals (crèches, nurseries, childcare centers, schools, leisure centers, municipalities) supplying CE-marked, complete, functional, and pedagogically selected second-hand toys, games, and books for collective use, sold at -40% vs new retail prices and invoiced via Chorus Pro.
• Toy donation collection service Rejoué collects toys from individuals and companies through permanent drop-off points (Paris boutique, Vitry-sur-Seine workshop, KidsnMamas Malakoff) and on-demand collections, which are then sorted, cleaned, and refurbished for resale or charitable donation.
• Corporate RSE and team-building solutions Corporate social responsibility packages including in-kind donations, toy collection drives, team-building workshops at the Vitry-sur-Seine workshop, toy upcycling animation, solidarity rounding, and skills or financial patronage, enabling companies to engage teams while supporting circular economy and social inclusion goals.
• Solidarity gift operations (Noël de Rejoué, A Nous de Jouer) Annual charitable programs distributing quality second-hand toys and books to children in precarious situations through partner associations, funded by corporate sponsors and financial donations.
• Pop-up store events Temporary retail events such as the LEGO pop-up at Vélizy 2 (April 18-26), featuring bulk LEGO, rare sets, original creations, and on-site toy collection, combined with art exhibitions and community engagement.

Quantifiable outcome

• 91,000 toys given a second life in 2025, with 41 tonnes collected and 4,500 children receiving gifts
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Les Petits Chaperons Rouges (LPCR)coreStrategic or Co-development Partner · 26 March 2026Network of crèches engaging in solidarity mornings with Rejoué. On March 26, 2026, multiple crèche directors visited Rejoué's Vitry-sur-Seine workshop for a joint donation and purchase event: 5 crèches mobilized, 35 kg of toys collected, and 355 games purchased. The partnership combines ecological, social, and economic value for early childhood institutions.
• FranprixcoreStrategic or Co-development Partner · 1 January 2024Multi-faceted partnership including food and drink donations for Rejoué staff, private sales events for Franprix employees, a toy collection initiative (1,000 kg collected in 2024), progressive insertion of Rejoué employees into Franprix stores, and round-up at checkout in partner stores. Franprix's headquarters in Vitry-sur-Seine makes the partnership geographically and operationally aligned.
• EcomaisoncoreOthersEcomaison is the approved eco-organization managing the toy REP (Extended Producer Responsibility) sector since 2022 under the AGEC law. Rejoué receives toys from Ecomaison collection points in toy stores, which are then sorted, refurbished, and given a second life. Toys that cannot be reused are returned to Ecomaison for recycling.
• ADEME (Agence de la transition écologique)coreOthersSince 2021, Rejoué participates in the ADEME-led Coop'ter (Territoires de services et de Coopérations) program, working with Île-de-France crèches to develop shared toy and game offerings under the Economy of Functionality (EFC) model. ADEME also provides environmental impact data used by Rejoué.
• Armée du Salut - Cité de RefugecoreStrategic or Co-development PartnerBeneficiary of Rejoué's solidarity operations, receiving donated toys to distribute to children in precarity during holiday events such as Noël de Rejoué.
• Restos du Cœur 93coreStrategic or Co-development PartnerCharitable partner in Seine-Saint-Denis receiving toys for distribution to children of hosted families, creating festive moments of joy for families facing precarity.
• SOS Femmes 93coreStrategic or Co-development PartnerCharitable partner receiving donated toys for distribution to children of women in precarious situations, reinforcing family bonds during holiday celebrations.
• GPSEA (Grand Paris Sud Est Avenir)minorStrategic or Co-development PartnerIntermunicipal authority in Île-de-France that procures toys from Rejoué for use in municipal early childhood facilities, exemplifying public sector adoption of reused toys under AGEC law.
• BabilouminorChannel Partner/ Reseller/ DistributorNational childcare network purchasing refurbished toys from Rejoué for its crèches across France, operating as a bulk institutional buyer.
• RecyclivreminorStrategic or Co-development PartnerCollaborates with Rejoué on joint events such as the book hunt in Paris 14th district during Semaine du Livre. When Rejoué has surplus books, they are transferred to Recyclivre (which has saved 3 million books since 2008). Both organizations share the ambition of extending the life of objects.
• KidsnMamasminorChannel Partner/ Reseller/ DistributorPartner toy collection point located at 29 Rue Louis Blanc, 92240 Malakoff. Accepts toy donations on behalf of Rejoué during all operating hours.
• La Maison du Zéro DéchetminorChannel Partner/ Reseller/ DistributorHost of Rejoué's retail corner at 1 passage Emma Calvé, 75012 Paris. Provides physical retail space for Rejoué toys, serving consumers in the 12th arrondissement of Paris.
• ENGIEminorGTM or Marketing PartnerCorporate partner listed as supporting Rejoué's solidarity operations, contributing through RSE engagement programs.
• SanofiminorGTM or Marketing PartnerCorporate partner supporting Rejoué's solidarity operations through RSE engagement.
• SephoraminorGTM or Marketing PartnerCorporate partner supporting Rejoué's solidarity operations through RSE engagement.
• VinciminorGTM or Marketing PartnerCorporate partner supporting Rejoué's solidarity operations through RSE engagement.
• Plateforme de l'InclusioncoreOthersGovernment initiative (Ministry of Labour, 2022) providing the digital entry point for job seekers to access insertion work contracts at Rejoué. Job seekers register via the platform with their France Travail counselor to access Rejoué's insertion offers.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Recyclivre: French social enterprise focused on second-hand book reuse via online sales and partnerships. Already an active partner of Rejoué for surplus books, and operates on the same circular economy + social impact model as Rejoué.
• Réseau National des Ressourceries: National network of 100+ French reuse and recycling centers ('ressourceries') with social and environmental missions. Operates a similar resource recovery, refurbishment, and resale model with community engagement, directly comparable to Rejoué's circular-economy operations.
• La Recyclerie: Paris-based social enterprise combining reuse, repair, and upcycling with professional insertion and a public-facing venue. Directly comparable to Rejoué on the combination of circular-economy operations, social integration mission, and physical retail in the Île-de-France region.
• Ti'Jouets (Brest): First replication of Rejoué's model, established in Brest in 2018 and now part of the Rejouons Solidaire network. Operates the exact same toy reuse + professional insertion mission in a different French geography, making it Rejoué's closest direct peer in business model and activities.

Broad incumbents

• Le Relais (Emmaüs): French social enterprise specializing in textile reuse, sorting, and recycling with significant professional insertion activities. Comparable to Rejoué on the integration of social mission with operational recommerce and engagement with EPR schemes, though focused on a different product category.
• Emmaüs France: The largest French social enterprise network focused on second-hand reuse (furniture, electronics, books, clothing) with deep professional insertion activities. Comparable on the integrated social/environmental mission and physical retail model, though operating at much larger scale and broader scope than Rejoué.
• Leboncoin: France's largest C2C classifieds platform for second-hand goods, including toys. Indirect competitor that competes for both suppliers (donors choosing between donating to Rejoué or listing on Leboncoin) and buyers (price-sensitive shoppers), but without the social mission or professional refurbishment.
• Back Market: Leading refurbished electronics marketplace operating with professional refurbishment, quality assurance, and warranty. Comparable to Rejoué on the recommerce model with professional quality differentiation versus peer-to-peer resale, though at much larger scale and in electronics rather than toys.

Emerging players

• Vinted: C2C marketplace for second-hand apparel with a growing presence in children's items and toys. Competes with Rejoué on the frictionless peer-to-peer resale model versus Rejoué's structured refurbishment and membership-based approach.

Others

• TooGoodToGo: Mission-driven company reducing food waste via a marketplace connecting consumers with surplus food from restaurants and stores. Thematically aligned with Rejoué on circular economy and waste reduction mission, but operates in food rather than toys and lacks the professional insertion angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/assorejoue
• LinkedInlinkedin.com/company/associationrejoue

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rejoué