Online retailer has added a toys tab to its site to highlight the breadth of its offer and growing strength in the category.

The etailer has sold toys for three years but the addition of a tab is a sign of Play’s determination to take share in the market.

Play product director of toys Frank Keenan said: “For a product to be positioned as a home page tab proves that we seriously mean business in that sector.”

He said that toys have been an “overwhelming success” for Play and the category’s higher profile “cements the position of the brand as a leading entertainment and leisure e-retailer.”

Keenan said: “This category will be huge over the Christmas period as 60% of the toy trade runs between October and December.

“There is a clear synergy between toys and entertainment and we are in no doubt that this category will lead to further customer acquisition and provide a strong revenue line for us.”