Toys101

Creating an Engaging E-commerce Experience for Toys101

We developed a modern and user-friendly e-commerce experience for Toys101, an online toy retailer serving customers throughout New Zealand. The goal was to create a digital storefront that makes it easy for parents, families, collectors and toy enthusiasts to discover products, explore categories and shop online.

Project Overview:

The project focused on creating an online shopping experience for a large and diverse toy catalogue. Toys101 offers products across categories including LEGO, arts and crafts, educational toys, dolls, games, outdoor and sports toys, preschool products and soft toys.

The website was structured to help customers easily browse thousands of products while also discovering popular brands and collections such as LEGO, Pokémon, Barbie, NERF, Fisher-Price, Jurassic World, LeapFrog, Hot Wheels, Schleich and VTech.

What We Achieved:

Strong Online Brand Presentation: We created a bright, engaging and professional digital storefront that reflects the fun and playful identity of Toys101 while keeping the shopping experience simple and easy to navigate.

Organized Toy Categories: With a large product catalogue, clear categorisation was essential. Customers can explore different areas such as LEGO, preschool toys, educational products, games, dolls, soft toys, arts and crafts and outdoor activities.

Extensive LEGO Experience: LEGO is an important part of the Toys101 catalogue. The website provides dedicated LEGO collections and themes, allowing customers to explore options ranging from preschool building sets to advanced builds and popular themes.

Educational & Creative Play: The website also highlights products that encourage creativity, exploration and learning, including STEM kits, arts and crafts, science activities and educational toys.

Popular Brands & Character Toys: The online store brings together well-known toy brands and character-based products, making it easier for customers to find familiar favourites and discover something new.

Easy Product Discovery: Product categories, collections, search functionality and brand-based browsing help customers find suitable toys without having to navigate through an unnecessarily complicated shopping journey.

New Zealand-Wide Shopping Experience: The website supports Toys101's nationwide online business, allowing customers across New Zealand to browse and order toys online with products dispatched from the company's Cambridge operation.

Responsive E-commerce Experience: The website was designed to provide a smooth browsing and shopping experience across desktop, tablet and mobile devices, allowing customers to shop conveniently from wherever they are.

Project Challenges

Managing a Large Product Catalogue: Toys101 carries thousands of products across multiple categories and brands. Creating an organised structure that makes such a large catalogue easy to browse was an important part of the project.

Serving Different Age Groups: The product range covers babies and preschool children, older kids, families, collectors and adult LEGO fans. The website needed to make it easy for different types of customers to find relevant products.

Balancing Fun With Usability: A toy store should feel exciting and playful, but customers still need a straightforward shopping experience. The website balances engaging product presentation with clear navigation and practical e-commerce functionality.

Fast Product Discovery: With thousands of products available, search, categories, brands and collections play an important role in helping customers reach the products they are looking for quickly.

The Result:

The result is a modern, engaging and easy-to-use e-commerce experience for Toys101. The website brings together a large selection of toys, games, educational products and collectables in one convenient online destination.

Customers across New Zealand can explore LEGO, preschool toys, educational products, dolls, games, outdoor toys, soft toys and popular brands through a streamlined online shopping experience.

Explore Toys101

Discover toys, games, LEGO sets, educational activities, creative kits and more at Toys101. Explore the collection online and find something exciting for kids, families, collectors and toy lovers across New Zealand.