Top Toy Brands with Affiliate Programs

There’s no denying it—kids love toys. From plush animals and puzzles to high-tech robots and STEM kits, toys bring joy, fuel imagination, and sometimes even give parents a moment of peace. But what if those same toys could also bring in a little extra income?

Whether you’re a parenting blogger, a toy reviewer on YouTube, or just someone with a knack for recommending great gifts, toy affiliate programs offer a brilliant opportunity. Simply share links to products you genuinely like, and earn a commission when someone makes a purchase through your link. No stock, no shipping, no hassle.

Here’s a closer look at some of the top toy brands with affiliate programs that are worth your attention.

1. LEGO

• Commission: Up to 3%
• Cookie Duration: 7 days
• Network: Rakuten Advertising

LEGO is a household name. Their colourful bricks have inspired generations, and their themed sets (Star Wars, Harry Potter, Marvel—you name it) are hugely popular. LEGO’s affiliate program offers competitive commissions, regular promotions, and marketing materials to help you succeed. It’s ideal for family bloggers or creators who focus on play-based learning.

2. Melissa & Doug

• Commission: Up to 5%
• Cookie Duration: 30 days
• Network: Impact

Known for wooden toys that encourage creativity and role play, Melissa & Doug is a favourite among parents who prefer screen-free fun. Their affiliate program is generous with a 30-day cookie and higher-than-average commission rates. Plus, the brand has a strong reputation for educational value, which makes it a perfect fit for parenting and homeschooling content.

3. VTech & LeapFrog

• Commission: 5%
• Cookie Duration: 14 days
• Network: CJ Affiliate

VTech and LeapFrog specialise in electronic learning toys. From talking books to interactive tablets, they combine fun with foundational skills for children. Their joint affiliate program lets you promote both brands, meaning more variety and earning potential. Great for educational influencers or tech-savvy parents.

4. The Entertainer

• Commission: 3%–5%
• Cookie Duration: 7 days
• Network: Awin

A staple on British high streets, The Entertainer stocks toys from top brands like Barbie, Hot Wheels, and Playmobil. Their wide range and frequent sales make them a great affiliate partner. It’s an especially useful option for UK-based creators looking to support local shoppers.

5. Hamleys

• Commission: 2%
• Cookie Duration: 30 days
• Network: Rakuten Advertising

Hamleys isn’t just a toy shop—it’s a magical experience. With its world-famous flagship store in London, the brand carries a premium image. Though the commission is on the lower side, its strong brand recognition and giftable products make up for it. Perfect for holiday gift guides and travel blogs.

6. Fat Brain Toys

• Commission: 5%
• Cookie Duration: 30 days
• Network: ShareASale

If you love smart toys that challenge kids’ brains, Fat Brain Toys is worth shouting about. They offer unique and award-winning educational toys for all ages. The affiliate program offers a solid commission and a long cookie window, plus detailed data to help affiliates optimise performance.

7. Disney Store

• Commission: Around 3%
• Cookie Duration: 10 days
• Network: Rakuten or CJ (varies by region)

From plush toys to costumes, Disney merchandise is always in demand. Their affiliate program covers a wide range of products and is bolstered by seasonal promotions around major film releases. While commissions are modest, the brand sells itself.

8. Smyths Toys

• Commission: Variable (usually 2%–3%)
• Cookie Duration: 7 days
• Network: Awin

Smyths Toys is another strong UK player, offering everything from baby gear to big-brand toys. Their affiliate program is straightforward, and they run frequent offers, making it easier to drive sales. Ideal for creators covering UK parenting, gift guides, or back-to-school content.

Tips for Affiliate Success in the Toy Niche

1. Focus on Trust: Parents don’t buy just any toy—they want recommendations they can trust. Write honest reviews, show toys in use, and focus on safety, age-appropriateness, and learning benefits.
2. Video Works Wonders: Toy unboxings and demos on YouTube or TikTok tend to perform very well. If you’re comfortable on camera, this could be your edge.
3. Seasonal Content is Key: Holidays, birthdays, and back-to-school seasons are prime shopping times. Plan your content calendar to match, and give yourself enough time for SEO or algorithm traction.
4. Bundle Ideas: Instead of one toy per post, try curating themed bundles (e.g. “Top 5 STEM Kits for Curious Kids” or “Best Quiet Toys for Long Flights”).

Final Thoughts

The toy industry is worth billions, and thanks to affiliate marketing, you can earn your slice without ever stepping into a toy shop. Whether you’re a content creator, a parenting expert, or someone who simply loves playtime, toy affiliate programs offer a fun and rewarding way to monetise your passion.

Choose brands that align with your voice, your values, and—most importantly—your audience. When the right recommendation lands in the right hands, everybody wins: the child, the parent, and you.

Now that’s something worth playing with.