E-FILES: IQToys ahead of the game

Family-owned IQToys has been selling educational toys via the Web for three years.


IQToys is a family-based business, now operating out of Cambridge in the Waikato, but its founders were well ahead of the game — so to speak.

The site’s been going for three years, a relative age in Internet terms. The company focuses on educational toys and exports probably 10% to 15% of its sales, says Suzette Loomb, who runs the business with her husband, Shane. He handles the technical side of the e-commerce site, while she looks after logistics. His background is in finance and accounting, hers in banking.

IQToys was the first toy store in New Zealand on the Net, says Loomb, and it sells to New Zealand customers through the Web site and a catalogue. It doesn’t market overseas, apart from the site. The site sells toys based on children’s age and category. It is likely to appeal to children, with vivid colours and characters and offering a members’ club and other activities.

The site is doing well, she says. “We’re rapt with how it’s going.”

Costs can be kept low because IQToys doesn’t have the overheads of a traditional toy store, says Loomb. Stock is dispatched the same day or next and is kept on the premises at present, though a warehouse is being considered.

The site is hosted by Webdrive in Albany, north of Auckland and uses SSL (secure sockets layer) as its security technology.

As to future expansion, Loombs says the firm is “just coping with orders at the moment” and recently took on another staff member.

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