Startup of the Day: Liledu, a Lithuanian toy subscription service

Liledu was founded in 2021 by Laurynas Pamparas. The startup provides a toy subscription service that delivers age-appropriate toys for children between 6 months and 7 years old. The startup claims its solution was developed for parents who seek to revolutionize their child’s playtime while nurturing a sustainable and bright future. In May 2024, the startup secured €500,000 in a funding round led by its existing investor FIRSTPICK VC, with participation from HEARTFELT_ and

In the Startup of the Day column, Laurynas Pamparas, founder of Liledu, shares the details about the startup’s idea, its product, and future plans.

The Startup of the Day column on AIN.Capital is dedicated to tech projects from all sectors that originate from the CEE countries. If you would like to introduce your project, please fill in the questionnaire.

Tell us about your startup. How does it work?

In a market dominated by traditional online toy stores that encourage continuous purchases, Liledu stands out with its innovative and sustainable subscription service, offering tailored toy sets that evolve with your child.

At Liledu, we are redefining online toy shopping with a pioneering subscription service. It is designed for newborns and toddlers up to 2 years old. Traditional toy shops encourage frequent toy purchases (think lots of plastic waste and lots of clutter). At Liledu, we have introduced a sustainable, eco-friendly approach by offering customised toy kits that grow and evolve with your child,

Each month, you receive a curated box filled with developmentally appropriate toys. The toys have been carefully selected to not only stimulate young minds, but also foster curiosity and learning.

How did you come up with the startup’s idea? What was the reason/motivation behind it?

Liledu was born from my personal experience as a parent overwhelmed by the rapid accumulation of toys in my home during my child’s first year and our struggle to find a more sustainable alternative. I noticed clear signs: too many toys cluttering the home, too much money spent on them, and too little lasting interest from the child. Later, I reached out that hundreds of other parents everywhere were facing similar challenges.

Realizing they weren’t alone, out team created Liledu — a toy subscription service that tackles these issues. Liledu offers a Play & Swap model, providing children with new, thoughtfully curated toys every month, fostering curiosity and growth while promoting sustainability,

From one family’s quest for balance, Liledu emerged — a solution for parents seeking mindful playtime and a brighter, sustainable future.

How long did it take to reach the prototype or MVP? What did you encounter?

We initially tested Liledu’s product/market fit in our home market with a local brand, successfully delivering 60,000 toys to date. Additionally, we’ve recently validated demand in the UK through successful market tests, and now, we are ready to expand internationally.

When exactly did you launch your product? Or when the launch is planned?

The launch in the UK market is scheduled for Q3 2024. Currently, we are actively engaged in all launch preparations and are on the verge of completing them.

Tell us about the startup’s business model. How do you monetize your product?

We have a monthly subscription model: parents subscribe to our Play kits monthly.

What are your target markets and consumers?

Parents-to-be and parents with children aged 0-2 years.

If the startup has already launched the product, what are the results: metrics, income, or any clear indicators that can be evaluated.

After extensive market research, we chose the UK as our initial focus for expansion. We launched our pilot in ’23 November and quickly met our key performance indicators through actual sales, not just waitlists.

What about your team? How many people are working in the startup? If you’re looking for new employees, indicate whom exactly.

Liledu’s core team consists of 5 members, but we’re closely collaborating with our partners and experts in the field, bringing the total to around 12 people.

And yes, although we’re not actively looking for new members, we’re open and would like to meet everyone interested in joining us and helping us grow our community in the UK.

Have you already raised any investments? Provide us with more details on each funding round: the amount, investors, the purpose of the investment.

Since our launch less than a year ago, the Liledu has raised a total of €625,000, which includes an initial €125,000 from FIRSTPICK and a group of angel investors last autumn (2023).

What’s next? Tell us about your future plans.

First and foremost, our focus lies on a successful launch in the UK, paving the way for subsequent growth and expansion.