Promoting toy affiliate programs is an excellent way to earn significant money online while also enjoying writing about the best children’s toys.

Despite its cuddly exterior, the global toy industry is a 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 yearly in North America.

Whether you’ve got a parenting blog, a baby niche blog, or a target market of “older kids” (AKA adults) who love toys, there are many 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.

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1 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.

It’s 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

2 Melissa & Doug

As you’ve likely guessed, Melissa and Doug were founded by a couple, Melissa and Doug. They sank their life savings into developing their first-ever kid’s toy and making deliveries up and down the East Coast using a borrowed station wagon.

Today, the toy store has a slightly larger portfolio, including classic wooden toys, games, and creative crafts. The website has more than 2,000 products across 16 categories.

Melissa and Doug offer 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. However, many of its products have comparatively high price points, which naturally increases your earning potential.

URL: Melissa & Doug affiliate program
Commission rate: 4%
Cookie duration: 14 days

3 InnovaToys

InnovaToys has a diverse selection of unique collectible toys and gadgets, specializing in 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

4 Crayola

Crayola is one of the world’s most recognizable toy brands.

The company is best known for its wide range of colored crayons, producing nearly three billion of them every year — enough to stretch 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, there’s much to like about Crayola’s affiliate program. Unusually, its terms and conditions aren’t too shabby for a big-name brand, 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

5 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 to help younger children build self-esteem and skills.

Its vast product range includes everything from ball pits and crash pads to sensory boards and speech tools. The website even helps parents and schools build 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

6 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 all 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

7 Seedling

Seedling describes itself as a leader in creative and fun toys. The online business specializes in activity kits, enabling children to design and build 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. 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

8 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 toy eBeanstalk sells has been selected by a team of child development specialists, including clinical psychologists, speech and language pathologists, and physical therapists—plus more than 700 mothers.

The panel reviewed over 10,000 toys before selecting their favorites, which now appear on the eBeanstalk website.

Impressive stuff, but how about the company’s affiliate program?

It’s pretty impressive, too, with a base commission of 5%—with the 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.

Also, eBeanstalk provides access to a full data feed of 3,000 products, and 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

9 EZPlay

EZPlay builds and sells jungle gyms for kids to play all year round. It’s a highly specific niche, but it’s definitely an attractive one — after all, everyone loves a jungle gym!

Its high-quality products are durable and safe for little ones aged up to 10 and can be folded away, so they don’t take up too much space. 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

10 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 needy children via its partner Second Chance Toys for every purchase.

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 get early access to promotions and special events.

URL: Rose & Rex affiliate program
Commission rate: 8%
Cookie duration: 30 days

11 Toy Origin

If pop culture, collectibles, and diecast models are your “thing,” Toy Origin could be your affiliate program.

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 at every price point, from vinyl figures and mass-produced toys to high-end collectibles. This means you’re sure to find something to promote (as long as your audience is into action figures).

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.

We haven’t even mentioned the ever-popular Amazon Associates program, which carries a wide range of toys (more than 100,000 in the Toys & Games category at the time of writing). Our affiliate marketing statistics show it’s also the most popular affiliate program.

However, it didn’t make the list through low commission rates and a short cookie window.

Still, making money online in the toy niche isn’t simply choosing your favorite toy manufacturers, promoting their products, and waiting for the cash to roll 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.

Does this sound like a lot of work? Don’t worry—we can give you all the tools to build an affiliate marketing business from scratch (or hone your existing business).