Is Amazon moving into private label toys under the AmazonBasics brand?

Amazon looks to be preparing for the launch of its first line of private label children’s play activity toys.

First spotted by This Just In, reports have emerged that a new range of play items for toddlers and kids under Amazon’s private label brand AmazonBasics is primed for launch in the coming days or weeks.

This will mark a first for Amazon, who has been growing its private label efforts over the past year.

The items are not shipping yet and since the report emerged three out of the four product pages have been taken down from Those who caught sight of the new products before so would have spotted a line featuring AmazonBasics Soft Play Single Tunnel, AmazonBasics SoftPlay Climber, AmazonBasics Soft Play Climb and Crawl Play Set, AmazonBasics Kids’ Toy Storage Organiser.

Currently, only the Toy Storage Organiser remains live on the platform.

This all follows the launch of Amazon’s first printed holiday toy catalogue to millions of customers earlier this year. The online giant has stated that customers ordered over 18 million toys on Black Friday and Cyber Monday.

ToyNews will continue to watch and update.

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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