Online store · toys
ToyTown: 20,000+ toys in a store of their own.
A brand-new online store, built from scratch to replace an old rented platform. The catalog fills itself from six supplier feeds, AI sorts thousands of products, and every order reaches the courier with a shipping label created right from the admin.
- Client / industry
- ToyTown — toys online and children’s playgrounds for businesses
- Scope
- Storefront, admin panel, supplier imports, AI catalog, Speedy, marketing
- Stack
- React 19 + Vite with server-side rendering, GSAP, custom Node server, SQLite
- Status
- Live since October 22, 2026 · toytown.bg ↗
The brief
Twenty thousand toys. Zero manual data entry.
ToyTown sells toys online and builds children’s playgrounds for businesses. Their store ran on an old rented platform — someone else’s code, someone else’s limits, and nothing that was truly theirs.
The brief: a store of their own that takes in six suppliers’ catalogs by itself, organizes them the ToyTown way, helps parents find the right toy fast — and sends orders to the courier without anyone retyping a thing. Without losing a single existing customer or order.
- 01
Six different feeds
Every supplier sends its products in its own format, with its own categories.
- 02
20,000+ products
A catalog this size can’t be sorted and maintained by hand.
- 03
A parent in a hurry
They need a toy by age, occasion or name — fast, and on a phone.
- 04
Orders without retyping
From cart to Speedy shipping label — no copying addresses from one system to another.
The solution
A store that runs itself.
A storefront made for parents — and a machine behind it that keeps the catalog alive, with nobody sitting there typing in products.
Imports from 6 suppliers
Products arrive by themselves from the suppliers’ feeds — on a schedule, with no manual entry.
ToyTown’s own categories
11 departments and 60 subcategories built on the store’s logic, not the suppliers’. Sorted with AI.
Shop by age
From 0–1 and 1–3 years all the way to 12+ — exactly the way parents think.
Gift finder
“Find a gift” leads to the right toy when all you know is who it’s for.
Fast search
Full-text search across the entire catalog — right from the first screen of every page.
Favorites and accounts
Customers save toys for later and get their own account in the store.
Speedy from the admin
The courier shipping label is created from the order. The promise on the site: delivery in 1–2 business days.
Customers carried over
Existing customers and orders moved into the new store. Nobody starts from zero.
Up close
The storefront, screen by screen.
The store sells in Bulgarian — its customers are in Bulgaria.
On the phone
Made for the thumb.
The mobile version isn’t a shrunken website — it’s a screen designed on its own terms, for a parent shopping with one free hand.
- Search sits at the very top, on the first screen
- Shop by age in a single tap
- Bottom navigation: Home, Categories, Search, Favorites, Cart
- The “Find a gift” button always within reach
AI behind the scenes
Thousands of products. Sorted by AI.
Suppliers don’t know how ToyTown organizes its store. The AI does — and files every new product into ToyTown’s categories without anyone moving it by hand.
New product from a supplier: “Kids’ wooden bowling set with flowers”, Classic World.
Department “Puzzles & games” → subcategory “Logic & educational games”. The product is live in the store.
And if the supplier files it under its own “Miscellaneous” category?
Doesn’t matter. Shoppers see ToyTown’s categories — 11 departments and 60 subcategories — not the supplier’s.
Files new products
New arrivals from suppliers land in a ToyTown subcategory — no moving them by hand, one product at a time.
Six catalogs, one structure
Every supplier has its own categories. AI maps them onto ToyTown’s logic — 11 departments and 60 subcategories.
Thousands of products, no grunt work
Sorting thousands of products was done with AI — not by hand, row by row in a spreadsheet.
The owner owns the tree
Departments and subcategories are managed from the admin. AI only files new products into them.
The admin panel
The whole store, from one panel.
Orders, products, stock, promotions and marketing — in one place, built around the way ToyTown actually works.
- Orders — statuses, Speedy shipping labels and bulk actions, without ever opening the courier’s website.
- Products — edit many at once in an Excel-like table.
- Stock — import from a file instead of updating product by product.
- Categories and promotions — organized by the owner, not the supplier.
- Customers, sales and imports — all visible from one place.
Marketing
The tools that bring customers back.
Not separate services with separate bills, but part of the store itself — working with the same customers, products and orders.
Marketing that’s part of the store
Discount codes, prizes, points, campaigns and automatic emails run on the same data as the orders. Nothing gets exported, nothing gets lost along the way.
Discount codes
Created in the admin and applied right at the store’s checkout.
Prize wheel
Visitors spin the wheel and win a prize from the store.
Loyalty points
Customers earn points with every order — a reason to come back.
Email campaigns
Campaigns to the store’s own customers — sent from the same admin.
Emails that send themselves
Automatic emails to customers — no separate paid service required.
Under the hood
Custom code. No rented platform.
Every layer is written for ToyTown — from the storefront to the imports. That’s why the store is fast, and why changes never wait on someone else’s roadmap.
- React 19 + Vite with server-side rendering — pages arrive ready: a fast first load and content Google can see.
- Custom Node server — storefront, admin, imports and integrations in code of its own, with no outside limits.
- SQLite full-text search — search the whole catalog in an instant.
- Scheduled imports from 6 feeds — the catalog updates itself.
- Speedy integration — courier shipping labels straight from the order.
- GSAP — smooth motion across the storefront.
By the numbers
The numbers on the live site.
What the client got
A store that’s entirely theirs.
And a platform their second store is already growing on — HomeKraft.
- Their own store instead of a rented platform — the code, the domain and the data belong to ToyTown.
- A catalog that updates itself from six suppliers, on a schedule.
- Thousands of products sorted with AI into the store’s own categories.
- Speedy shipping labels straight from the order.
- Marketing in the same admin — codes, prize wheel, points, campaigns, automatic emails.
- Existing customers and orders — carried over into the new store.
- A mobile version designed for the thumb, not shrunk to fit.
- A foundation for growth — a second store on the same platform.
HomeKraft
10,000+ products for home and garden on the ToyTown platform — more than 8,000 of them translated with AI.
Your move
Want the same for your business?
Online stores get a fixed quote in writing after a 30-minute call — full commerce platforms like ToyTown sit in the Director’s Cut range, from €12,000. The call is free, and you’ll hear back within one business day.