The site at www.madfortoys.com aims to take the hard work out of finding presents online by searching only the UK's best online toy stores and nothing else. Mad For Toys is built on Google's latest custom search engine technology, which allows search engines to be highly specialised, and produced by the Internet creative consultancy Futurescape.
The shops are already hand-picked to cover a wide range of specialist retailers with unique, unusual and hard-to-find items.
Users can find toys in four easy-to-read categories - Traditional - featuring dolls houses, teddy bears, rocking horses, wooden toys and Paddington Bear, many of them created by expert craft toymakers from the British Toymakers Guild; Contemporary - popular toy types such as activity, outdoor, construction, educational and soft toys, plus Christmas must-haves like Doctor Who; Collectibles - the latest action figures and designer toys from Gorillaz, Kubricks, Uglydoll and Gloomy Bear and Models - all major model types (cars, railways and soldiers) and classic brands including Airfix, Hornby and Scalextric from specialist model retailers and vintage toy dealers
The search engine offers two ways to search. As well as a search box where users can look for any kind of toy, there are more than 60 instant search links that save users time, by just clicking on popular terms like "fancy dress," and also provide gift inspirations.