Amazon-owed Quidsi launches new toy retail site

(2011 Quidsi. All Rights Reserved)

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

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

Influential tech site Techcrunch.com reports that YoYo.com claims to have a broader selection of toys than Amazon.com 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 Amazon.com as well as other established online and brick and mortar retailers such as Toys R Us.