Amazon’s Diapers.com Subsidiary Spawns New Toy Site

Quidsi, parent company of Diapers.com, Soap.com, BeautyBar.com and Wag.com, is launching a toy-focused vertical today called YoYo.com. The store, which will have about as many toys as a big-box retailer, is part of the company’s strategy to offer niches that sell everyday items with a unified checkout system. YoYo will have 20,000 toys, books and video games at launch, and will have free shipping for orders of $49 or more; or $39, if an order spans more than one site.


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