BOISE, Idaho, July 9, 2025 /PRNewswire/ — Lovevery, the global early childhood brand known for transforming the way families play and learn, today announced the launch of Lovevery Pre-Loved, an online resale marketplace designed to give new life to their award-winning Play Kits and standalone products.
“The Lovevery Pre-Loved marketplace is a natural extension of our commitment to longevity. Families can now give Lovevery products a second life through resale, or they can donate them to help bridge access gaps for families in under-resourced communities,” said Jessica Rolph, Lovevery Cofounder and CEO. “Based on our research, 1 in 4 parents say they’re buying secondhand more frequently compared to previous years. During a time when parents are making intentional, value-driven purchases, we’re proud to provide families with even more trusted ways to bring Lovevery playthings and books into their homes.”
How it Works
Developed in partnership with circular commerce leader Archive, the Lovevery Pre-Loved marketplace makes it easier for families to shop, sell, or donate secondhand Lovevery items.
Lovevery Pre-Loved is designed with busy parents in mind, offering a quick, convenient, and secure alternative to traditional peer-to-peer platforms. The simple process allows sellers to list gently used Lovevery Play Kits, individual playthings, and books, in just a few clicks, earning cash back once their items sell. Every transaction is protected with secure payment processing and hassle-free shipping support.
Shoppers can browse curated listings of authentic Lovevery products from a community of Lovevery families. What’s more, items bought on Lovevery Pre-Loved are eligible for Lovevery’s replacement parts program, which allows for the purchase of any missing parts and pieces to make secondhand playthings whole again.
“We’re proud to partner with Lovevery on the launch of their Pre-Loved marketplace and as our first brand in this category to embark on building a resale business,” said Emily Gittins, Archive Cofounder and CEO. “Lovevery is a market leader in early childhood development products, and Pre-Loved makes it easier than ever for families to pass on and discover their favorite products in a trusted environment. Together, we’re expanding access to quality items, meeting parents where they are, and setting a new standard for circularity in the parenting space.”
As a give-back alternative for families interested in donating their previously loved playthings, Lovevery has partnered with ParentChild+, a leading early childhood education nonprofit dedicated to building school readiness and strengthening parent-child relationships in under-resourced communities. The donation initiative allows gently used Lovevery playthings to find new homes with families living in communities with limited access to early childhood opportunities—supporting the organization’s mission of fostering early learning and equitable opportunities for all children.
Made to Last—An Investment in Play
Designed with quality, durability, and timeless design in mind, Lovevery products are built to last—giving families confidence in their purchases from day one. Lovevery Pre-Loved allows families to factor in potential resale value, right from the start.
“Choosing Lovevery means investing in playthings that stand up to real life play, retain their value, and continue to inspire learning and joy through multiple stages of childhood,” said Roderick Morris, Lovevery Cofounder and President. “The Pre-Loved marketplace is a dedicated platform for our community that makes the decision to buy new Lovevery products even more compelling—ensuring their value extends long after the first moments of play. On average, Lovevery products maintain a 70% resale value, offering families a meaningful opportunity to get added return from their investment.”
Join the Community
The Lovevery Pre-Loved marketplace is now live at preloved.lovevery.com. Whether families are passing on a favorite Play Kit or discovering their child’s next developmental stage, Pre-Loved helps every plaything find a new beginning.
ABOUT LOVEVERY
Lovevery is transforming early childhood development through its innovative, research-driven support system for learning and play. Known for its award-winning, stage-based Play Kits program and the companion Lovevery App, the company provides science-backed tools that empower parents with confidence and nurture children’s development from birth. Founded in 2017 by Jessica Rolph and Roderick Morris, Lovevery has since expanded to early literacy with The Early Reader Club subscription and The Reading Skill Set—a proven, screen-free, learn-to-read program. Today, Lovevery continues to lead in early childhood innovation across more than 30 global markets. Their headquarters is in Boise, Idaho, with international teams based in Amsterdam and Hong Kong. Learn more at lovevery.com.
ABOUT ARCHIVE
Archive is a technology platform that powers profitable resale businesses for brands. The company works with more than 50 brands globally—including The North Face, Lululemon, and New Balance—to launch and scale innovative circular business models that keep products out of landfill, while simultaneously bringing in a significant new revenue stream, building customer loyalty, and driving customer acquisition. Archive was founded in 2021 by Emily Gittins and Ryan Rowe, and was named one of Fast Company’s Most Innovative Companies in Retail in 2024. Learn more at archiveresale.com.
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