I love hearing about little new companies that emerge on the web, and one of the more intriguing ones I’ve seen recently is babyplays.com. The basic idea is simple: a toy rental service. You sign sign up and send them some money, and babyplays.com sends you a box of toys. You keep them as long as you want, them send them back and get new toys when you feel like it (though the idea is you’ll rotate monthly). It sounds like a particularly good idea for certain groups of Grandparents, allowing them to refresh their toy pile semi-regularly without having to keep up-to-date with the latest Dora fad… and of course there’s a little bit of a “reduce, reuse, recycle” angle to it.

There’s a really good article in the NY Times on the mom who got the shop up and running… I recommend you check it out, and let us know about any cool little companies you happen to see starting up on the web any time.