Amazon-owned retail group Quidsi announced the launch of, a new toy e-commerce site, on September 20. 


This new launch expands Quidsi's portfolio, which currently includes the successful nappy retail site, launched in 2005, and online drugstore since 2010.

Influential tech site reports that claims to have a broader selection of toys than and will stock around 20,000 items at launch.

Users of YoYo will be able to narrow their search for toys into categories such as "eco-friendly," "no batteries required" or "award winning" as well as by gender and age suitability; however the site currently only ships to US addresses including Alaska and Hawaii.

The site is likely to be competing with parent company as well as other established online and brick and mortar retailers such as Toys R Us.