Promoting toys affiliate programs isn’t just an excuse to spend all day writing about the best kids toys — it’s also a fantastic way to earn some serious money online.
Despite its cuddly exterior, the global toy industry is big, serious business. In 2019, it was worth more than $92 billion, a figure that’s expected to reach almost $104 billion by 2027.
Still, it makes sense when you consider how many toys parents buy for their offspring: more than $300 worth per child every year in North America.
Whether you’ve got a parenting blog, a baby niche blog, or have a target market of “older kids” (AKA adults) who love toys, there are a lot of opportunities for affiliate marketers in the toy market.
So, without further ado, let’s dive into our pick of the 11 best kids’ toys affiliate programs.
Kids Toys Affiliate Programs
- Innovatoys
- Crayola
- Lego
- Fun and Function
- Stuffed Ark
- Seedling
- Melissa & Doug
- eBeanstalk
- EZPlay
- Rose & Rex
- Toy Origin
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InnovaToys
First up is InnovaToys, which carries a diverse selection of unique — and often unusual — collectible toys, gadgets, and gifts, focusing on modeling kits.
The online business sells more than 300 models from high-profile franchises like Star Wars, Star Trek, and Harry Potter, with prices starting at just $6.95.
All orders from InnovaToys include free shipping across the US, with no minimum purchase requirement. That’s a strong selling point for affiliate marketers to reference.
Speaking of affiliates, the InnovaToys affiliate program pays a solid commission of 8% per sale. With an average order value of $80, there’s decent earning potential here — and the company’s in-house development team is happy to offer advice and provide marketing materials where necessary.
On the downside, the program has a pretty miserly one-day cookie window. If your referrals purchase immediately, no worries. But if they prefer a little consideration time, you risk missing out on your hard-earned commission.
- URL: Innovatoys affiliate program
- Commission rate: 8%
- Cookie duration: 1 day
Crayola
Crayola is one of the world’s most recognizable toy brands.
The company is best known for its vast range of colored crayons, producing nearly three billion of the things every year — enough to stretch all the way around the world six times over.
But it’s not just about crayons. The website sells a giddying array of drawing tools, including markers, Creative Makers — for little ones who want to experiment with color mixing — and Color Wonder mess-free markers. Oh, it’s also home to everyone’s favorite, Silly Putty.
With all those high-quality products on offer, there’s lots to like about Crayola’s affiliate program. Unusually for a big-name brand, its terms and conditions aren’t too shabby either, with a decent 5% commission rate and a 14-day cookie window.
Crayola offers dedicated affiliate management via a third-party company, Affiliate Management Solutions. It also runs regular incentives and promotions for both consumers and affiliate marketers.
- URL: Crayola affiliate program
- Commission rate: 5%
- Cookie duration: 14 days
Lego
If you don’t know what Lego is, toy affiliate programs probably aren’t for you. In 2021, it was named the world’s number-one toy brand, valued at approximately $5.4 billion.
Established in 1932 by Ole Kirk Kristiansen, Lego has long been among the most popular brands in the toy niche, and its reach is truly global — as demonstrated by its workforce of more than 20,000 people in over 40 countries.
Not bad for a company that sells little plastic bricks!
Unsurprisingly, the Lego affiliate program doesn’t pay the highest commissions of the toys affiliate programs we’ve reviewed. You’ll get a slightly below-par 3% per sale, and the cookie window is pretty tight, too, at just seven days.
More positively, because Lego is such a huge brand, you shouldn’t have any trouble “closing the deal” here. And to make your task even easier, you can access high-quality marketing materials like Lego-branded banner ads.
- URL: Lego affiliate program
- Commission rate: 3%
- Cookie duration: 7 days
Fun and Function
Established in 2005, Fun and Function is the brainchild of pediatric occupational therapist Aviva Weiss and her husband, Haskel.
The company creates clothing, therapy solutions, and creative toys designed to help younger children build self-esteem and skills.
Its product range is pretty vast, incorporating everything from ball pits and crash pads to sensory boards and speech tools. The website even helps parents and schools build entire sensory rooms for little ones.
If that sounds like a feast for the senses, wait until you check out Fun and Function’s affiliate program. It pays a generous 10% commission rate and offers a lengthy 90-day cookie window, giving you every opportunity to monetize the traffic you drive.
- URL: Fun and Function affiliate program
- Commission rate: 10%
- Cookie duration: 90 days
Stuffed Ark
With a portfolio of five different websites, Stuffed Ark effectively runs multiple toy affiliate programs.
Those websites include the eponymous StuffedArk.com, which sells life-like stuffed animals from over 30 manufacturers; Stuffed Legends, which specializes in plush toys like dinosaurs, dragons, and legendary characters; and Critter Socks, which fulfills all of your animal-themed sock needs.
Mercifully, you only need to sign up for a single affiliate program to earn a commission from any or all of those sites. Even more pleasingly, Stuffed Ark pays a generous 10% commission on all sales and offers a 60-day cookie window.
The toy store boasts a regular conversion rate of more than 2%, climbing to 5%+ during the busy holiday season. Its average order value is a very respectable $40, although it also regularly receives large commercial orders.
- URL: Stuffed Ark affiliate program
- Commission rate: 10%
- Cookie duration: 60 days
Seedling
Seedling describes itself as a leader in creative and fun toys. The online business specializes in activity kits that enable children to design and build their own personalized toys, costumes, and more.
These definitely aren’t your traditional toys. Seedling’s unique products incorporate tactile materials and advanced technologies, including virtual reality. And to think, all I needed to amuse myself as a kid was a bit of string or a ball in a cup!
As an affiliate marketer, you’ll earn 10% from every sale you refer on the Seedling website.
To help you out, you’ll get access to a dedicated affiliate manager, while the affiliate program also has its own newsletter incorporating new product announcements, promotions, and company updates.
- URL: Seedling affiliate program
- Commission rate: 10%
- Cookie duration: 30 days
Melissa & Doug
As you’ve likely guessed, Melissa and Doug was founded by a couple called Melissa and Doug, who sank their life savings into developing their first-ever kids toy and making deliveries up and down the East Coast using a borrowed station wagon.
Today, the toy store has a slightly larger portfolio, from classic wooden toys to games and creative crafts. In all, the website has more than 2,000 products across 16 categories.
Melissa and Doug offers free US shipping on orders of $49+, which could be a helpful deal-closer. Presumably, deliveries are no longer made via station wagon.
The brand’s affiliate program offers a solid-if-unspectacular 4% commission rate and a 14-day cookie length, but bear in mind that many of its products carry comparatively high price points, which naturally increases your earning potential.
- URL: Melissa & Doug affiliate program
- Commission rate: 4%
- Cookie duration: 14 days
eBeanstalk
eBeanstalk is a toy store with a lofty mission: to help customers find the “best educational toys, books, and games” on the market.
Unlike some businesses, those aren’t just empty words. Each and every toy eBeanstalk sells has been selected by a team of child development specialists that includes clinical psychologists, speech and language pathologists, and physical therapists — plus more than 700 mothers.
In total, the panel reviewed more than 10,000 toys before selecting their favorites, which now appear on the eBeanstalk website.
Impressive stuff, but how about the company’s affiliate program?
Pleasingly, it’s pretty impressive too, with a base commission of 5% — with potential for top performers to earn more — and a 120-day cookie window, the longest of all the kids toys affiliate programs we’ve reviewed.
Not only that, but eBeanstalk provides access to a full data feed of 3,000 products, along with a range of quality marketing materials, including coupons, promotions, and regularly updated creative assets.
- URL: eBeanstalk affiliate program
- Commission rate: 5%+
- Cookie duration: 120 days
EZPlay
EZPlay builds and sells jungle gyms for kids to play on all year round. It’s a highly specific niche, but it’s definitely an attractive one — after all, everyone loves a jungle gym!
As well as being durable and safe for little ones aged up to 10, its high-quality products can be folded away, so they don’t take up too much space. And because they’re suitable for children as young as 18 months, they’re a long-term purchase, which is good news from a value-for-money perspective.
Rather than paying a percentage of every sale, the EZPlay affiliate program offers a flat commission of $25 for each jungle gym sale, with a 30-day cookie duration. All tracking and reporting are provided through iDev Affiliate Data.
The only tiny downside is that EZPlay only sells and ships to the US, so if you (or your target market) are based anywhere else, this affiliate program isn’t for you.
- URL: EZPlay affiliate program
- Commission rate: $25 on every jungle gym sale
- Cookie duration: 30 days
Rose & Rex
Rose & Rex describes itself as a teacher-curated toy store that believes in the potential of design-focused, intentional toys and imaginative play to inspire creativity and support child development.
Proudly traditional, the website eschews plastic, battery-operated toys in favor of natural materials, quality metals, and even ceramics.
The company is also big on corporate social responsibility, donating toys to children in need via its partner Second Chance Toys for every purchase made.
The Rose & Rex affiliate program has a solid 8% commission rate, which looks even more impressive when you learn that it boasts average sales of close to $150 within 30 days of clicking an affiliate link.
Affiliates can access bespoke marketing materials to help promote Rose & Rex products and also get early access to promotions and special events.
- URL: Rose & Rex affiliate program
- Commission rate: 8%
- Cookie duration: 30 days
Toy Origin
If pop culture, collectibles, and diecast models are your “thing,” Toy Origin could be the affiliate program for you.
The website sells collectible toys from all your favorite movies, TV series, and gaming franchises, produced by quality brands like Hot Toys, Mondo, and ThreeA Toys.
Toy Origin offers products for every price point, from vinyl figures and mass-produced toys to high-end collectibles, which means you’re sure to find something to promote (as long as your audience is into action figures, that is).
At first glance, Toy Origin’s affiliate program is nothing to shout about, with a base commission rate of 4%. However, its tiered commission structure means that top performers can earn at a higher rate.
Toy Origin is open to working with websites, bloggers, email marketers, social media influencers, and more. Sign-up is via a simple on-site form.
- URL: Toy Origin affiliate program
- Commission rate: 4%+
- Cookie duration: Unknown
Conclusion: Are Toy Affiliate Programs Right For You?
As you can see, there’s no shortage of toy affiliate programs.
And we haven’t even mentioned the ever-popular Amazon Associates program, which obviously carries a vast range of toys (more than 100,000 in the Toys & Games category, at the time of writing). It’s also the most popular affiliate program, according to our affiliate marketing statistics.
However, it didn’t make the list through a combination of low commission rates and a short cookie window.
Still, making money online in the toy niche isn’t simply a case of choosing your favorite toy manufacturers, promoting their products, and waiting for the cash to come rolling in.
If you’re going to live the online dream of consistent passive income, you need to build a strong website, find the right keywords to target, and write one quality blog post after another.
Sounds like a lot of work? Don’t worry because we can give you all the tools to build an affiliate marketing business from scratch (or hone your existing business).
Sign up for our free training to learn our five secrets to creating a high-performing authority website in 2024.
