baby registry: Amazon.com launches toy, baby stores

By Staff
Playthings -- 7/7/2006 6:05:00 AM

SEATTLE—Amazon.com has announced the grand opening of its new virtual toy and baby stores, which feature tens of thousands of products, including hard-to-find items from specialty retailers. This is the largest selection of this category of products ever offered through the site, according to the company.

"We are incredibly proud of our new Toy and Baby stores," says Jeff Bezos, founder and CEO of Amazon. "We've never been able to offer our customers this much selection.”

The new toy store (www.amazon.com/toys) carries a variety of brands, including Fisher-Price, Hasbro, LeapFrog, Lego, Mattel and VTech, as well as the complete lines of Ty plush and Madame Alexander dolls. The new baby store (www.amazon.com/baby) carries products for newborns up through two years old from Baby Bjorn, Babylicious, Evenflo, Elegant Baby and more, and features a searchable baby registry for customers.

In addition, thousands of additional items are listed by popular merchants including Target, eToys, Discovery Channel Store, and Babystyle, Amazon says.