With the growth of e-commerce, selling toys online has become a viable and profitable business opportunity. Whether you're a parent looking to declutter or an entrepreneur aiming to tap into this playful industry, starting a business selling toys is an accessible and potentially low cost business idea.
How to sell toys online in 8 steps
01. Choose your toy niche
Choosing a toy niche to sell online requires careful consideration of market trends, competition and your own personal interests. Some popular toy niches that are also easy to sell online are:
Educational toys: STEM kits, coding toys, language learning games
Collectibles: Action figures, mini figurines, limited edition items
Eco-friendly toys: Sustainable materials, plastic-free options
Sensory toys: Fidget toys, stress relief items, tactile toys
Classic toys: Board games, puzzles, building blocks
Tech toys: Robotics kits, AR/VR toys, interactive pets
Outdoor toys: Sports equipment, playground accessories
Arts and crafts supplies: DIY kits, art sets
Baby and toddler toys: Developmental toys, teething items
Licensed products: Popular TV/movie character toys
To choose your own niche you'll need to research market trends, using tools such as Google trends. This research can also help you identify niches with a steady or growing demand. Take a look at your competition in the toy selling space, including what they sell and how. Consider also the long term viability of your business, selling trending toys might be a quick way to start a business and make money fast, make sure it also leads to a sustainable business that you can scale and grow.
Before choosing a niche to tell, think about your target audience — their age, location and interests could all impact which toys will sell the best. You can also factor in your own interests, as it's often easier to sell something you also love and value.
Don't forget to factor in profit margins for the toys you want to sell, as a successful business is always a profitable one. Consider also factors such as seasonality, which can massively impact toy sales especially holiday seasons.
A well-crafted business plan is your roadmap to success in the toy industry. It should outline your vision, strategies, and the actionable steps you'll take to turn your toy business ideas into a profitable reality. This plan is not just a document for securing funding it's a detailed guide that will help you navigate through the complexities of starting and running your toy business.
Your toy business plan should include:
An executive summary that captures the essence of your business
A market analysis that identifies your target customers and competitors
A marketing and sales strategy that outlines how you will attract and retain customers
Financial projections that provide an estimate of your startup costs, operating expenses, and revenue
In a market filled with countless toys and brands, having a unique selling proposition (USP) is crucial. Your USP sets you apart from competitors and gives customers a compelling reason to choose your products. Whether it's an innovative design, educational value or eco-friendly materials, ensure that your USP resonates with your target audience and is highlighted throughout your business plan.
02. Register, license and name your toy business
When starting a toy business, it's crucial to navigate all legal and financial regulations with care. These considerations form the backbone of your business operations and ensure that you're compliant with regulations while managing your finances effectively.
To legally operate your business, you'll need to obtain the necessary registrations and permits. This may include a business license, resale permit and possibly a safety testing certification for your toys, depending on local laws. It's important to research the specific requirements in your area or consult with a legal expert to ensure you're fully compliant.
For example if you plan to sell toys in Arizona you'll need:
• A business license from your city/county
• Comply with Consumer Product Safety Commission regulations
• Adhere to Arizona's consumer protection laws
• Follow federal toy safety standards (CPSIA)
• Obtain resale certificate for wholesale purchases
• Register your business name with Arizona Secretary of State
• Buy liability insurance
• Comply with labeling requirements for toys
You'll also need to set up dedicated business accounts to keep personal and business finances separate. This simplifies accounting processes and provides clarity for tax purposes. Speaking of taxes, understanding your tax obligations is essential. You may be subject to sales tax, income tax and other levies that impact your bottom line.
The structure or business entity you choose for your toy business can have significant implications for liability, taxes and day-to-day operations.
Whether you opt for a sole proprietorship, partnership, limited liability company (LLC) or corporation will depend on factors like the size of your operation, risk level, and financial goals.
Learn more: How to register a business
03. Select the right eCommerce platform
When it comes to selling toys online, not all platforms are created equal. Your success can hinge on selecting a platform that aligns with your business goals and target audience. Whether you're looking to sell toys online for cash quickly or want to establish a long-term presence in the market, there's an ecommerce platform that fits your needs.
With numerous options available, it's important to weigh the pros and cons of each to find the best fit for your business model.
Wix, for an example, is one good choice for selling toys online due to its user-friendly interface and robust e-commerce features and here's why:
Easy setup: No coding required, drag-and-drop editor
Mobile-friendly designs and templates: Crucial for modern shoppers
eCommerce website templates: Customizable for your own toy business
Secure payment options: Multiple gateways, including PayPal and Stripe
SEO tools: Help improve visibility in search results
Marketing tools: Run email marketing campaigns, social media integration
Inventory management: Track stock levels efficiently
Customizable product pages: Showcase toys effectively
Abandoned cart recovery: Boost sales conversion
Shipping options: Flexible rates and methods
Wix Analytics: Track sales and customer behavior
App market: Extend functionality as needed
Customer support: 24/7 assistance available
Enterprise-grade website security features: Including 24/7 monitoring, bug bounty program
Reliable web hosting: free, robust infrastructure with every site
04. Consider selling via online marketplaces
There are a number of well-known online marketplaces you could choose to sell toys from. The most popular and largest being Amazon. As one of the world's largest marketplaces Amazon offers vast customer reach and a trusted platform. However, competition can be fierce, and their fees may impact your profit margins.
Learn more:
Another option is eBay which is great for selling both new and used toys, with its auction-style and fixed-price listings. It's known for its diverse buyer base but keep in mind the listing fees and competitive pricing.
Learn more:
You can also try Mercari, which is a user-friendly app that's gaining in popularity for selling toys online. It has lower fees than some competitors but it's a smaller marketplace, which might mean less traffic.
Social media platforms like Facebook Groups have also become hotspots for selling toys. They allow you to connect directly with interested buyers in your community or specialized groups. Other apps like Instagram or dedicated toy-selling apps can also provide a direct line to consumers without the need for traditional marketplace structures.
Learn more:
05. Source your toys to sell
There are a number of ways to source toys to sell online. Some of the most used are:
Wholesale suppliers: Connect with established toy wholesalers or distributors. Websites like Alibaba, Global Sources, or ToyDirectory can help find suppliers.
Trade shows: Attend toy fairs like the New York Toy Fair or Nuremberg Toy Fair to meet manufacturers and discover new products.
Dropshipping: Partner with suppliers who ship directly to customers, reducing inventory costs.
Local manufacturers: Support local businesses and potentially secure unique products.
Liquidation sales: Purchase overstock or discontinued items at discounted prices.
Handmade items: Create your own toys or partner with artisans for unique offerings.
Private label: Work with manufacturers to create your own branded toys.
Thrift stores/garage sales: Find vintage or collectible toys to resell.
Online marketplaces: Use platforms like AliExpress or DHgate for smaller quantity orders.
Remember to verify product safety standards, obtain necessary certifications, and thoroughly vet suppliers before committing to larger orders. Start with small orders to test the quality and market demand before scaling up.
06. Establish your pricing and sales strategies
To sell toys online successfully, it's not just about where you sell but also how you sell. Here are some strategies to help you move your inventory quickly if you need to. It starts with pricing your toys competitively and you can do this by looking at similar or even the same toys on other sites or marketplaces to understand the going rate. You can also consider using bundling of toys together to sell at a higher price point, allowing you to move more stock, faster. Another sales tactic is to run seasonal clearance sales to move older inventory and make room for new items.
The way you present your toys online can make a significant difference in how fast they sell. Use high-quality, clear images show buyers exactly what they're getting. Accompany these with detailed and accurate descriptions help buyers make informed decisions and reduce questions.
Some other tried and tested selling strategies include:
Discounts: Offer attractive discounts for bulk purchases to entice buyers looking for a deal.
Lot listings: Create listings for toy lots, grouping similar items together to appeal to niche collectors or resellers.
Shipping options: Provide reasonable shipping options for bulk orders, as this can be a deciding factor for buyers.
07. Become a toy reseller
Entering the toy reselling market can be an exciting and easy to start business idea. But it's important to understand what reselling toys entails. You'll need to do considerable research to understand toy trends and the value of vintage or antique toys.
Some popular places to source used toys include garage sales, thrift stores, liquidations sales and local buyers. You can also check online, including sites like eBay, Facebook and specialized toy resale sites.
One of the main challenges with reselling toys is ensuring safety and quality. You will need to make sure that the toys you sell meet the required safety requirements in your state and in some cases they may need certification to prove this. The same goes with staying up to date and compliant with consumer protection regulations which vary from state to state.
08. Market your online toy store
Marketing is a crucial component of any successful online business. For your toy store, it's about creating a brand that resonates with customers and using the right marketing strategies to reach them.
As part of this its crucial to create a strong brand and vision for your toy store. This includes designing a memorable logo, color scheme and overall aesthetic that reflects the spirit of your toy store. Consistent branding across all platforms and marketing materials is also important.
Some effective online marketing strategies for selling toys online include:
Search Engine Optimization (SEO): Optimize your website and listings with relevant keywords to improve visibility in search engine results.
Social media marketing: Engage with customers on platforms like Instagram, Pinterest, and Facebook to build a community around your brand.
Email marketing: Use email campaigns to keep customers informed about new arrivals, sales, and special events.
On top of your marketing efforts it's important to connect with your audience in other ways to build trust. This means providing excellent and consistent customer service, perhaps starting a blog to connect with customers via content marketing and encouraging positive reviews from customers on your website and social media sites.
Toy store businesses built on Wix
ZonJot
ZonJot sells fun and educational toys for children through their online store. They're inspired by sourcing and selling toys that help children create and develop.
Well Made Toy Manufacturing Corp.
Well Made Toy's offers toys that inspire and encourage the imagination. They can design and manufacture toys for vendors and businesses to sell online. They also manufacture and supply toys to major retailers, such as Walmart.
Happen's Toy Lab
This toy lab offers a unique approach to the making and selling of toys. They allow guests to create their own toys from donated old and broken toys given from the community.
Playahoy
Playahoy sells educational toys that help develop key skills, such as fine motor skills and bath toys. They offer a small, carefully curated selection of toys in their online store.
How to sell toys online FAQ
What's the best platform to sell toys online?
The best platform depends on your specific business needs and goals. Amazon and eBay are great for reaching a large audience, while niche sites cater to collectors and enthusiasts. Social media platforms can also be effective for connecting with buyers directly. Ir's also a plus to create your own online store with an ecommerce website.