Vogue Williams and partner Spencer Matthews have launched a new app called Swipez, designed to help families swap toys their children no longer use.
The concept has been described as a toy-trading platform that makes exchanging items simple and local.
In a promotional video, Spencer highlighted how many toys end up sitting unused in family homes, while many parents have little interest in the hassle of selling them individually.
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The couple said the idea came from observing how quickly children lose interest in certain toys and move on to new ones. As a result they created Swipez to give parents an easy way to trade unwanted toys with other families nearby.
The free app allows users to upload photos of toys their children have outgrown or no longer play with.
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Parents can then browse available toys in their area, swiping on items they are interested in and skipping those they are not.
When two users express interest in each other's toys, a match is made, allowing them to arrange a local exchange.
The launch comes shortly after Vogue and Spencer welcomed their fourth child, Remy, who joins siblings Theodore, Gigi and Otto.
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The pair shared the news of his arrival in a joint social media post, accompanied by photos from the hospital, including heartwarming moments of the children meeting their new baby brother.
Drawing on their own experiences as parents of four, Vogue and Spencer hope their latest venture will help families find new homes for unused toys while giving children access to something different and exciting.
