and Fun work with Icecat to improve online shopping toys

René Rozendal
Fun's baby doll

Content Supplier Icecat develops a standard for product information for toy brands. The standard for toys is created in partnership with Dutch and Belgian retailer Fun and meets requirements for category specific search filters. This allows e-tailers to offer their customers a better online shopping experience for this popular online category.

Icecat is already working with a number of toy brands such as VTech, Meccano and Zapf Creation, for the benefit of their e-commerce channel, to distribute their product images, marketing texts, manuals, videos, 3D animations, specifications and search filters. This rich product information helps consumers in their purchasing decisions and helps brands and e-tailers to increase online visibility and conversion of their products.

In the toy industry, there is a growing awareness that product data must be delivered in a complete and standardized way to the e-commerce channel. Automated delivery of product data leads to reduction of manual work.

According to Marco de Vries, Senior Manager Content Solutions at, Icecat is used by them for various categories already. “Now we also want to encourage the toy brands to offer their product information through Icecat. This gives both us and the brands great efficiency improvement”.

Sven de Waele, Director Product & E-commerce at FUN adds: “We are excited that already some toy brands are offering their product information through Icecat. As we also motivate other toy brands to offer their information via this open catalog”.

One of the many benefits for brands is that they only have to feed one open catalogue with product data, as Open Icecat shares this content for free to all channel partners. There is also an option to implement restrictions regarding content distribution, if the brand wants to do so.

In the NL Press: helpt speelgoedfabrikanten de digitale wereld in en FUN optimaliseren met Icecat de online koopervaring voor speelgoed
RetailNews: BOL helpt digitaliseren van speelgoed


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