Amazon launches new toy store

Amazon has announced the launch of its new toy and baby store after its contract with Toys R Us was dissolved. 

11 July 2006

BY OUR CORRESPONDENT

Amazon launched its new toy and baby stores on July 1. The move comes after Amazon and Toys 'R' Us fell apart in a legal feud. The Appellate Division of the New Jersey Superior Court ruled that the partnership between Amazon and Toys 'R' Us be dissolved.

In 2000, Amazon and Toys 'R' Us had signed a multimillion-dollar deal for a 10-year partnership in which Toys 'R' Us' online sales would be done exclusively through Amazon.com.

But in 2004, Toys 'R' Us sued Amazon, over exclusivity rights claiming that Amazon had allowed competitors to sell products through Amazon.com. 

Subsequently, Toys 'R' Us launched its own online stores, www.toyrus.com and www.babiesrus.com. 

According to Amazon, its new toy store will carry products by Fisher-Price, Hasbro, LeapFrog, Lego, Mattel, and VTech. The new toy store aims to offer customers a wide range of products as well as the added benefit of Amazon Prime and Free Super Saver Shipping.

Amazon.com's new baby store also carries an extensive collection of products for children from birth to two years old.

Amazon has invited third parties to sell toys and baby products on their site. Marketers can start selling their products by creating Amazon Marketplace listing for their products. 

Amazon is currently promoting products from Megahobby, All Plush, Target and eToys on the home page of its toys & games category. On the home page of its baby category, Amazon is promoting BabyUniverse, Baby Supermarket and Target.