Daily Poll: Is Toys.com Worth More Than $5.1 Million Today?


In 2009, Toys.com was sold at auction for $5.1 million. TechCrunch noted that there were two bidders at $3 million plus -Toys R Us and National A-1. According to GoDaddy, Toys.com is one of the top 20 publicly reported domain name sales of all time.

It looks like Toys R Us has fallen on some hard times lately and may be contemplating bankruptcy. According to USA Today, “Toys R Us is preparing for liquidation.” If that happens, I would imagine it is possible (or even likely) that the company’s Toys.com domain name will be sold. I don’t know if it would be auctioned or sold privately, but I wouldn’t be surprised if it goes up for sale again given the news. If the Toys.com domain name does go up for sale, I would imagine there could be several deep pocketed suitors for this domain name, including Amazon and Walmart.

Today’s poll asks if you think the Toys.com domain name is worth more or less today than the $5.1 million it was bought for in 2009. Vote in the poll below and feel free to share additional thoughts in the comment section:

About The Author: Elliot Silver is an Internet entrepreneur and publisher of DomainInvesting.com. Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the DomainInvesting.com Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. Think it is important to take into account nation state linguists: India = Khilaune.com China I think is Wanju ? even if you know the English people will push for cultural recognition

  2. That is a great question because it is not the type of domains that has done well in the last decade. I would guess that it would go for less.

  3. Yes, it is worth more than that. The brandability + generic authority beyond its normal use alone is worth more than that.

  4. This domain probably receives a ton of type-in traffic. For any major toy manufacturer or retailer, this name is a gold mine.

    Toys R Us has its own business issues. It has nothing to do with the domain. Websites have low overhead. Big profits to be made online.

    IMO, this domain is worth way more than $5 million.

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