GameSeek sets sight on toys with new UK marketplace, ToySeek

An online video games marketplace is turning its attention to toys in a bid to revolutionise the UK’s approach to digital trading.

Called ToySeek, the new platform is billed as the ‘first specialist UK toy marketplace’, offering a platform for both retailers and customers to engage with each other in what will be a ‘completely new experience’ for the market.

Taking its cue from the successfully established GameSeek model – currently the number two marketplace in the video games industry – ToySeek will launch an Amazon-like platform for the toy market.

However, unlike Amazon, ToySeek will offer its members lower commissions – it’s approach to ‘levelling the playing field in a market where margins are already tight.’

The platform will also offer Buy Box availability, no insertion fees, no start up fees and no monthly fees.

“There is no competition for a specialist toy marketplace,” said ToySeek CEO, Stephen Staley. “The only similar company to do what we are doing is Amazon, however, the toy experience on Amazon is rather disappointing, especially for retailers.

“Paying 15 per cent commission is far too high n a market where margins are already tight and furthermore, there is no guarantee of winning the buy box.

“On, each retailer is told exactly how to win the buy box. When we roll out our website features on, things that have never been done before, both retailers and customers will think differently about what a retail website and the experience it generates should be.”

A project now three years in the making, ToySeek is scheduled to launch this September.

“This is a huge opportunity for the toy market,” continued Staley.

“As we are unique and first to market, we would like to work very close with our retail partners and unlike Amazon, we are not just one big computer that staff members hid behind. You can call us anytime during the day and a team of staff will be at hand.

“For toy retailers that are not tech-savvy, we have an alternative solutions to integrate to us if you cannot do it yourself. We are building an experience on ToySeek that will be different to any other toy website there has ever been.” 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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