Whenever that Toys R Us circular comes in the Sunday paper, my eyes start to glaze over at the endless offering of toys—some cool, some rather worthless. The New Toy takes care of your toy fatigue by curating the best of the best, offering a look at a different plaything once a week, and no more.
The New Toy grew out of a brick and mortar toy store started in 2001 outside of Chicago. The owners discovered that a successful toy business relied on great customer service manifested in an excellent selection of high quality, fun toys. That's exactly what they brought to the web.
Each week, a different toy is featured on the site and offered for sale. The photos are great, but what's really unique here is that each toy gets several videos, demonstrating how the toy works and showing real kids playing with it. You can also sign up for their weekly email, which will alert you when there's something new in the shop.
Check out all their offerings at The New Toy.
Via Daily Candy Kids.