Amazon makes a play for toys with

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Yoyo.comAmazon-owned Quidsi has already made a name for itself with specialized online markets for diapers, toiletries and pet supplies. The next market it’s tackling is toys with the launch of the aptly named site

Quidsi is one of the world’s fastest growing e-commerce companies, thanks to its experience and taking an extremely user-friendly approach to selling products online. Its and sites were so good that Amazon bought the company in November for $540 million. Since then, Quidsi has successfully launched for pet supplies. uses similar tactics to those sites in its approach to selling toys. The site looks slick, is easy to navigate and feels tuned to adults specifically trying to find the perfect toy for their child rather than a general marketplace. There’s a search tool called Toy Finder on the homepage that makes it possible to select age, gender, budget and use all results or YoYo’s suggestions.

Other ways YoYo offers to help parents are discovery features like “top 10 toys by age” lists and a search filter for award-winning, eco-friendly, no assembly required and no batteries required products.

It takes another cue from and by offering free 1-to-2 day shipping on all orders over $49. Users can also shop across all Quidsi sites using the same shopping cart, and orders using more than one site qualify for free shipping at over $39. also claims to have the widest selection of toys on the Web, even more than Amazon. The company says YoYo has more than 20,000 items including toys, video games, books and collectibles.

What do you think of Quidsi’s sites? Do you think will be a hit with parents?