Intertoys Now Retrieves Toys Data via Icecat

Intertoys adopt Icecat Videos

Intertoys, the Dutch toys retail chain that operates around 200 stores and a webshop in The Netherlands, has finalized its integration of Icecat. The chain was taken over in 2019 by the Mirage Retail Group, that also exploits Blokker, Big Bazar and Maxitoys.

Taxonomies Mapped

As they have its own toys taxonomy, the main integration effort was to map the 1000s of category-specific specifications and spec values of Icecat Toy Data Model to the one of Intertoys. “It works very well,” according to Gerard Heijmans, tech manager of Intertoys, “and my e-commerce colleagues are happy as it starts to save them a lot of time, especially regarding the manual downloading and uploading of product images. Next, we are looking to optimize the interface further by expanding the number of retrieved product data-sheets, brands, and digital asset types.”


As Icecat already collaborates with a large number of toys vendors, such as LEGO, Spin Master and Bestway, a quick win is to involve these brands to further improve and synchronize the exchange of product data of these Open Icecat sponsors. In parallel, both Intertoys and Icecat will look into reaching out to other brands to streamline the syndication of their product content to Intertoys. Brands that wish to enter their own product data directly for Intertoys, can make use of Icecat’s Free Vendor Central.

Do you want more information? Please contact your local account manager or register online.

Chief Business Development Officer - Initiator of the Icecat toys data model together with the toy industry

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