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Quidsi, the folks who revolutionized the way moms and dads buy diapers online, now have a new category in mind: toys. The unit of today is rolling out a new toy site called which offers more than 20,000 collectibles, games, books, puzzles and more.

“ helps every type of gift giver find the perfect toy, whether it’s parents who know exactly what they’re looking for, or those who need a little guidance and some handpicked recommendations along the way,” said Quidsi CEO Marc Lore.

One of the useful aspects of the site is a search box called The Toy Finder that allows shoppers to select possible gifts by age, gender and price range. You can then filter further by selecting toys that are eco-friendly, award winning or don’t require batteries or assembly.

In addition to, and, Quidsi also rolled out a new online pet store earlier this year called

Amazon bought New Jersey-based Quidsi for $500 million in cash and the assumption of $45 million in debt last year.

Amazon, as well as retailers such as Toys R Us, already have vast collections of toys for sale on their online sites. But Quidsi thinks there’s room for another brand to make waves in the category, which is estimated to be worth some $22 billion.

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