VIROQUA, Wis.--(BUSINESS WIRE)--Recognizing the dramatic increase in demand for safe toys free of lead and hazardous materials, online merchant NaturalPlay.com is offering “NaturalToys.com”, a domain name owned by the company, for sale to qualified buyers.

NaturalPlay.com is a privately held online merchant of classic toys made of natural materials, founded in 2000. Explains Sarah Mayer, president, “With recent events impacting the toy market, we believe that our mission is more important today than ever. But in the past seven years, we've also learned that success in the toy market requires economies of scale - and investment - that are beyond our means. So therefore, we have decided to consider selling our most valuable asset, the domain name ‘NaturalToys.com’.”

The company believes that the most likely prospective buyers will be online merchants who are poised to offer high quality, classic toys. Potential buyers could include Amazon.com (Nasdaq: AMZN - News), 1-800-Flowers.com Inc. (Nasdaq: FLWS), Toys “R” Us, Inc. and BabyUniverse, Inc. (operator of eToys.com) (Nasdaq: KIDS - News). The company will also consider a package sale including the domain "NaturalPlay.com" and the associated website business.

“We are considering offers exclusively from qualified buyers: companies that demonstrate the same commitment to children, their joy, and their safety, that we have celebrated for the past seven years,” Mayer concluded. “We have established a trusted relationship with our customers over the past seven years and we intend to uphold that trust with this transition.”

More information is available online at http://www.naturalplay.com/forsale, or contact the company at +1 608-637-3989.

Contact:
For NaturalPlay.com
Scott Champion
+1 608-637-3989