Mega retailer Sears has given its online Toy Shop a makeover in an effort to connect parents with toy advice, industry experts and each other.

The online shop features a Toy Chest Essentials tool that hosts toy expert advice combined with toy recommendations for each age group. Contributing experts include professionals in the area of toys, play and child development, including Stevanne Auerbach, also known as Dr. Toy, and Chris Bensch, curator from the Strong National Museum of Play.

A new Toy Finder function allows users to search for classic toys like Rock ‘Em Sock ‘Em Robots and My First Kenmore Elite Kitchen (pictured). Meanwhile, the website’s Playdate Place is a new online community that allows users to share tips and advice on toys.

In terms of social media integration, parents can now share their kids’ holiday wish lists on Facebook in order to receive a coupon code that can potentially earn them US$25,000 for education expenses.

Toy brands available through the online shop include the usual suspects like Fisher Price, LeapFrog, Hasbro, Bakugan and VTech. Specialty items from brands like Schylling, Thomas Wooden Railway, Gund Plush and Madame Alexander, as well as Sears’ exclusive brands like My First Craftsman, My First Kenmore and Just Kidz, are also available.