Amazon (NASDAQ:AMZN) has announced the launch of a new store on its site that is dedicated to STEM toys and games. The products, for children of all ages, are focused on developing science, technology and engineering or math skills.
Some of the brands include Snap Circuits and LEGO, reported TechCrunch. For younger kids, such as preschoolers, there are Melissa & Doug toys, and for the older crowd, sets that teach coding.
It seems Amazon is making changes to keep with the ongoing toy store wars. The e-commerce giant has to compete with the likes of big-box chains such as Walmart and Target, while also beating out marketshare for traditional toy stores, such as Toys R Us. In fact, Amazon's convenience and affordable prices have put Toys R Us in a tough spot in the last few years, resulting in a few coming changes in the company that were announced last week.
The STEM toys category was the second-most visited and the top seller on Amazon's 2014 holiday toy list. The retailer aims to use this newly focused shop to more effectively get shoppers' attention.
Amazon recently launched several storefronts to meet growing demands, including Exclusives, a shop that features new innovations. The company also launched Home Services, a new platform offering on-demand professional services earlier this week.
-See this TechCrunch article
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