Hey there Sea Changers. My name is Paul and I have been making money in the affiliate marketing game for the past decade and have created this site to assist those of you looking to do the same.

Toy Affiliate Programs - header

Today we are going to revisit our childhoods – well I did anyway – with my 10 toy affiliate programs to jump on this year. That said, I will say that in spite of those flippant comments, the toy market is certainly not one that is limited to children with plenty of options for adults as well. In fact, some collectors will pay huge amounts for the perfect item if they can see value. It was still fun to check it all out though…

  1. Toys-R-Us
  2.  TheToyShop.com
  3. Lego
  4. Friendly Toy Box
  5. Melissa & Doug
  1. eBeanstalk.com
  2. EZPlay
  3. Innovatoys
  4. Toy Origin
  5. SuperBirdToyStore.com
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One thing I did find however is that the toy market is a massive, massive niche so as I run through my chosen programs, I am keeping in mind that there is also a large variation of affiliate programs available. So how have I picked my best 10?

Well… I really just wanted to give you a good cross section of what is out there so I did some searching around and checked a few children's toys affiliate programs out then chose them by looking at:

  • What they offer
  • Commission rates
  • Payment terms
  • Cookie duration
  • Application processes
  • Affiliate/Marketing materials provided

Toy Affiliate Programs

As above, there is a large range of purchaser types here that will spend money online if it can make their lives easier so as long as you are solving problems, then you are on the right track. And to give you a boost, let's have a look at 10 programs that I have found below:

1. Toys-R-Us

Toy Affiliate Programs - Toys r us

Let's start with the biggest and most well-known – Toys R Us. Toys R Us could be a good staple program for just about any toy related niche site simply sue to their massive range and relatively decent prices. They stock all of the most well-known brands as well as a great range of products for all age groups.

Toy Affiliate Programs - Toys r us strap

Their entire range is too large to list here but does include:

  • Action figures & play sets
  • Baby, toddler & preschool toys
  • Bikes, scooters & ride-ons
  • Building sets & blocks
  • Dolls, collectibles & stuffed animals
  • Games & puzzles
  • Kids arts & crafts
  • Learning
  • Outdoor play
  • Pretend play & dress up
  • Vehicles & remote control

In fact, if your site is aimed at any toy related niche, there are so many cross selling opportunities here that it is a must use site. There is also enough content here to allow for some great review posts as well as some higher priced items meaning greater revenue from your links.

Commission Rate: up to 5%

Payment Terms: Monthly

Cookie Duration: 5 Hours.

Application required?: Yes – The Toys-R-Us affiliate program is managed by Viglink. You will be required to apply for an account, set up your network and then for the Toys-R-Us affiliate program. You will need to enter personal and website information as well as promotional plans and platforms to be used.

Marketing material provided: Banners, text links

2. TheToyShop.com

Toy Affiliate Programs - thetoyshop.com

TheToyShop.com is a U.K. based site that is actually two sites in one. The first is The Entertainer which contains thousands of toys for all age levels. Their product range is too large to list here but essentially there is a toy for every type you can list or would like to discuss on any sub-niche or generalist site.

Their second site is called Early Learning Centre which focuses on the younger ages with educational and engaging toys for the littler members of the family.

Toy Affiliate Programs - thetoyshop.com stripe

Both sites also carry the more well-known brands such as Lego, Marvel, LOL and Fisher Price etc. giving you some good solid products to review and incorporate into any site. If you are based within the United Kingdom, there are also a number of traditional stores giving your readers peace of mind with their purchases.

Toy Affiliate Programs - thetoyshop.com affiliate

Commission Rate: 3%

Payment Terms: 3 Monthly

Cookie Duration: 30 days

Application required?: Yes – TheToyShop.com's affiliate program is managed by AWIN. You will be required to apply for an account and then for the TheToyShop.com affiliate program. You will need to enter personal and website information as well as promotional plans and platforms to be used.

Marketing material provided: Access text links, ad banners, customised and affiliate only offers

3. Lego

Toy Affiliate Programs - Lego

Ahh Lego, whether it be my first lego castle set or listening to my Dad yell whilst digging a piece out of his foot in the middle of the night, Lego has been part of mine, and many lives for years and years. The beauty of it from an affiliate marketers point of view is the fact that it has so many variations these days that you can apply it both as its own niche, or as a cool add on to just about any other. This is due to their massive range of products including (but not even close to being limited to):

  • Architecture and City
  • DC Comics
  • Disney
  • Ghostbusters
  • Star Wars
  • Minecraft
  • Marvel
  • Technics
  • Junior
Toy Affiliate Programs - Lego stripe

So, from this sample list above there are so many different hobby/collector niches that this site can be added to as well as general toy and educational niches. There are also Lego video games and movies making for great cross sell opportunities. With Lego, the sky really is the limit.

Commission Rate: 3 – 5%

Payment Terms: Monthly

Cookie Duration: 7 Days (30 days in U.K.)

Application required?: Yes, Lego’s affiliate program is managed by Rakuten. You will be required to apply for an account then for the Lego affiliate program. You will need to enter personal and website information as well as promotional plans and platforms to be used.

Marketing material provided: Banners and Text Links, RSS feeds, deep linking available

4. Friendly Toy Box

Toy Affiliate Programs - Friendly Toy Box

Friendly Toy Box is an online retail store that has, after trading on Amazon and eBay for the last 15 years, launched their website “to expand our business across the world”. They provide access to all of the well known toy brands such as:

  • Space Jam
  • Bluey
  • Minecraft
  • Nerf
  • Lego
  • and more.
Toy Affiliate Programs - Friendly Toy Box brands

There is maybe enough to base an affiliate business on if you are looking at popular and name brands alternatively it would make a great addition to any toy, child, special occasion or specific brand related site as well.

Toy Affiliate Programs - Friendly Toy Box affiliate

Commission Rate: 12%

Payment Terms: Monthly

Cookie Duration: Not Stated

Application required?: Yes, You will need to enter personal and email information to apply

Marketing material provided: Text links

5. Melissa & Doug

Toy Affiliate Programs - Mel and Doug

Melissa & Doug is a well-known toys site aimed at providing toys that are “simple concepts that inspire children to come up with their own twists”. Their product range is quite large and includes:

  • Active Play & Outdoor
  • Activity Pads
  • Arts & Crafts
  • Baby & Toddler Toys
  • Books
  • Developmental Toys
  • Dolls & Dollhouses
  • Games
  • Magic
  • Musical Instruments
  • Playspaces & Room Decor
  • Pretend Play
  • Puppets & Puppet Theaters
  • Puzzles
  • Seasonal & Religious
  • Plush toys
Toy Affiliate Programs - Mel and Doug stripe

The beauty of this site for affiliate marketers is the huge range making it a great addition to any toy niche site dealing with younger children, educational, religious or craft related posts. There is also a great blog which is helpful for both post ideas for you and a reference point for gift ideas for your readers.

Toy Affiliate Programs - Mel and Doug affiliate

Commission Rate: 4%

Payment Terms: Monthly

Cookie Duration: 14 days

Application required?: Yes, Melissa & Doug's affiliate program is managed by Rakuten. You will be required to apply for an account then for the Melissa and Doug affiliate program affiliate program. You will need to enter personal and website information as well as promotional plans and platforms to be used.

Marketing material provided: Text links and banners, great access to marketing materials

6. eBeanstalk.com

Toy Affiliate Programs - eBeanstalk.com

eBeanstalk.com is a toy site that offers its products based on the age of the child. It promotes itself as selling toys that have been chosen by experts as suitable for the development of each age group that is selected. Its range is massive with a list too large to list them all here. Examples however include:

  • Indoor and outdoor
  • Arts and crafts
  • Building blocks
  • Vehicles
  • Books
  • Dolls
  • Games
  • Kitchen
  • Remote control
  • Bikes and trikes
  • Scooters
Toy Affiliate Programs - eBeanstalk.com stripe

This site is another good multi-niche one especially if you are looking at educational or age specific developmental ideas for parents. There is also a good range of brands here such as Fisher Price, Melissa & Doug and Ramdon House as well as hundreds of others.

Toy Affiliate Programs - eBeanstalk.com affiliate

Commission Rate: 5%

Payment Terms: Monthly.

Cookie Duration: 45 Days.

Application required?: Yes, eBeanstalk.com's affiliate program is managed by Share-A-Sale. You will be required to apply for an account then for the eBeanstalk.com affiliate program. You will need to enter personal and website information as well as promotional plans and platforms to be used.

Marketing material provided: Text links and banners, data feed, cash prizes

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Anyone wanting to build an online business can get started using Wealthy Affiliate because it has all the tools you need!

You too can start your very own online business here that can make you money from anywhere in the world!!

7. EZPlay

Toy Affiliate Programs - EZPlay

EZPlay sells indoor play sets such as:

  • Jungle Gyms
  • Tents/TeePees
  • Play mats and chairs

All models are certified safe and designed to develop motor skills, balance and strength in children of all ages.

Toy Affiliate Programs - EZPlay stripe

This site is probably not large or inexpensive enough to sustain an affiliate marketing business on its own but is a fantastic addition to any toy or educational niche site. The other advantage here is that the larger price tags make it a great side list or banner for any post where you may snag that high ticket item just because it is there. And just quietly, I would be promoting the life out of these products in the lead up to Christmas

Toy Affiliate Programs - EZPlay affiliate

Commission Rate: 5 – 10%

Payment Terms: Monthly (once threshold of USD $90 is reached).

Cookie Duration: 60 days

Application required?: Yes – Basic personal and website information required.

Marketing material provided: Text links and banner ads, affiliate only promotions

Note: At this time, this site sells to the United States only.

8. Innovatoys

Toy Affiliate Programs - Innovatoys

Innovatoys is all about the collectors items. They stock a massive range of metal figurines, vehicles, animals and just about anything else that you might be looking for as a metal toy or collectors items. Again, their range is quite large with items covering the following areas of interest:

  • Star Wars
  • Star Trek
  • Marvel
  • Batman
  • HALO
  • Dr Who
  • Harry Potter
  • CAT
  • My Little Pony
  • Numerous animal and vehicle types
Toy Affiliate Programs - Innovatoys stripe

This is a great site for any collectors niche whether it be within toys or others based around the actual subjects themselves (Star Wars etc.).

Toy Affiliate Programs - Innovatoys affiliate

Commission Rate: Up to 8%

Payment Terms: Monthly

Cookie Duration: Not stated

Application required?: Yes, Innovatoys' affiliate program is managed by Share-A-Sale. You will be required to apply for an account then for the Innovatoys affiliate program. You will need to enter personal and website information as well as promotional plans and platforms to be used.

Marketing material provided: Text links, banners and widgets

9. Toy Origin

Toy Affiliate Programs - Toy Origin

Toy Origin is another large collector site with a massive range of collectables from just about any movie, series or cartoon you can image. Its list of products includes:

  • Busts
  • Scale figures
  • Life Like costumes
  • Accessories
  • Statues and models (vehicles etc.)
  • Random collectables (e.g. a box of Infinity Stones)
Toy Affiliate Programs - Toy Origin stripe

The advantage of this site is that the items are a little more expensive than some of the others making it a great higher ticket addition to any toy or hobby site. And for your hard core collectors, their brands include:

  • Hot Toys
  • Sideshow Collectables
  • Mondo
  • Pop Culture Shock
  • Prime 1 Studios
  • Asmus Toys
  • Funko!
  • Blitzway
  • Kotobukiya
  • Mezco Toyz

There is also the ability for your readers to sell their toys here as well as a decent community and blog making it a good way to gather post ideas for your own site.

Toy Affiliate Programs - Toy Origin affiliate

Commission Rate: Starting at 4% – higher tiers based on sales

Payment Terms: Monthly

Cookie Duration: Not states

Application required?: Yes – Basic personal and website information required.

Marketing material provided: Ad banners, social media posts, custom graphics, text links, RSS Feeds

10. SuperBirdToyStore.com

Toy Affiliate Programs - birdtoyshop

Now for the pet owners. Most general pet store sites contain a large range of toys for pets – which you can find here. However I did find this obscure little one called SuperBirdToyStore.com which might be a good side niche for any pet related site.

Toy Affiliate Programs - birdtoyshop stripe

There are all manner of toys for birds of all sizes and requirements. There are however some other options for small dogs and cats allowing you to branch out a little with this site if you are in the bird or pet niche.

Toy Affiliate Programs - birdtoyshop affiliate

Commission Rate: 5%

Payment Terms: Monthly ($50 threshold required)

Cookie Duration: 30 days

Application required?: Yes, personal and website information required. The site states that ‘responsible pet related sites only' are accepted.

Marketing material provided: Banners, Text Links

Amazon associates

Alternatively, should you wish to set up your site up with a range from a few different brands or companies on the same site then you can do so via Amazon. Amazon provides access to a good range of toy related products and has a fairly good affiliate program as well. So if you wish, join the Amazon Associates program, locate the best toys for your niche within Amazon itself and you can post links on your own site as well.

Amazon's commission rates in this niche tend to be on par with some of the programs listed above (4 – 7%) however some prefer this avenue due to the sheer amount of traffic and trustworthiness that comes with a company site of this size.

How to find your own affiliate programs

As stated earlier, by outlining the sites above I have really just tried to give you a good cross section of the types of programs that are out there by listing the really good ones in each ‘category'. That does not mean that you cannot find affiliate programs that better suit what it is that you are trying to do within this space – especially as I could never even begin to cover every toy sub niche in the one post. Luckily for us, there is a simple way to find these programs online.

All you need to do is enter “affiliate: niche type” into your search engine (substituting ‘niche type‘ for whatever product it is that you are choosing to sell).

toy affiliate programs

There are toy related affiliate programs for everything else that we have listed at the top of this page as well – you will just need to have a look around until you find one or two that suit your site. Once you have completed your searches, you can look through and find programs that:

  • Relate to your niche/problems that you are solving.
  • Have quality products – your brand can be severely damaged if you promote poor quality product.
  • Have solid payment and customer service arrangement.
  • Pay decent commissions.
  • Have good testimonials covering commission payouts and quality of product.

In most cases, you will need to apply for the program before you are allowed to promote their products – don’t take this step lightly or you will be rejected. Affiliate programs will generally want to know:

  • Your website name.
  • Traffic levels.
  • Why you want to join – (so I can make money by selling your swing sets is unfortunately not generally a good enough answer).
  • How you plan to promote their products.


So… There are 11 kids toys affiliate programs to jump on this year. I hope it has been helpful for you as you commence your own toy based affiliate marketing business and as usual, please do not hesitate to comment below if you have any questions, need some advice or have any experiences to share. Oh, and especially comment if you have any experience with these, or any other programs as well.

Do you want further assistance with any of the above or need help to build your own toy based website?

Are you looking for a comprehensive training platform that can give you step by step training, 24/7 support, tools to develop and host your very own website, ongoing assistance with SEO and social media and access to some of the best affiliate marketing minds on the planet, then click on the following link to read more about Wealthy Affiliate.

Until next time

Have fun


Note: If you make a purchase from this page, there is a very good chance that I make a commission from it – these commissions do not increase your sale price. This may include sales made via Wealthy Affiliate.

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Wealthy Affiliate Review 24 - Hub screen

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Wealthy Affiliate Review 24 - step by step core training

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wa first two steps

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Wealthy Affiliate does not use upsells once you join – but as I mentioned in the video, to succeed here you will need to invest in a membership. There are a couple of options that provide access to all the tools, training and assistance that you could need – and a free domain as well.

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See you there


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  1. I have been working on my content for my toy niche site. And have started to gain traction. I had not searched for affiliate programs, but I feel that my site is ready for them now. Thank you for this list. I will certainly join Toys R Us. But I don’t like how little their cookies last. Just 5 hours, that’s crazy! And I love Lego, so I will join them too.

  2. Very interesting article, I know about affiliate programs and are part of a number of them, but I have never considered toys. I can see how this could be a very lucrative program and something that many people could take advantage of. This would be a good option for someone who wants to pursue an online business.

  3. Thank you for adding the cookie duration in your blog post. It saved me a lot of time of what options I’m considering when adding on to my parenting blog and knowing which company would be worth my time.

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