Play.com makes toy market assault

Online retailer increases toy focus with a dedicated category on the site, to offer cross-category experience.
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The online entertainment retailer has exclusively revealed to ToyNews its plans to increase the toy portfolio available on its website, with a separate toy tab set to launch on August 27th.

Over the past 12 months, the retailer says it has tripled the number of toys offered on its site under the gadgets page. The success of the category has led the retailer to launch the toy tab, which is set to hold around 2,500 SKUs and is still growing.

Anne-Marie Farrar commented: "We have been concentrating on toys for three years now. Our consumers know we are an entertainment retailer and as such, we do really well with licensed goods.

"With this in mind, we are now working towards offering a cross-category experience, so that a customer can come to our site and buy everything associated with a particular brand. Toys make up a big part of this plan.”
The retailer, which has been trading for over ten years now, is also seeing a changing demographic in its target audience, whereby toys are becoming a more relevant category.

Farrar explains: "Our target market has grown up with us and many now have their own kids, so are in a position to buy toys, which didn’t happen when we began trading with a younger audience of 15-18 year-olds."

The toys on offer will include toys aimed at all ages from pre-school to teens. The category will have a range of genres from arts and crafts, plush, outdoor, games and puzzles, construction and more with both licensed and non-licensed products.

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