Special Feature - Icecat

Transforming product pages to drive sales with Icecat

As 2024 wrapped up, Icecat celebrated a year of remarkable growth and innovation in the toy industry. With an expanded network of 125 toy brands as sponsors in its catalogue and over 250 retailers syndicating content, Icecat continues to strengthen connections between brands, retailers and customers worldwide.

Enriching product pages with Icecat Studio

This year, an increasing number of brands embraced Icecat Product Stories (A+), transforming their product pages into engaging, below-the-fold experiences. Powered by Icecat Studio, this all-in-one platform integrates a content creation studio, Digital Asset Management (DAM), syndication engine and digital shelf analytics into a seamless workflow.

Icecat Studio is also a centralised solution for creating and managing A+ pages for Amazon and other connected retailers. Instead of building A+ content directly in Amazon Vendor Central, brands can streamline the process by designing pages in Icecat Studio for effortless distribution across Amazon and a wider retail network.

Top brands like VTech, Spin Master, Boti and 999 Games have already adopted Icecat Product Stories, bringing these rich, below-the-fold content pages live on their platforms. Leading retailers such as Smyths Toys and Dreamland have joined the movement, integrating these dynamic pages to offer shoppers an immersive exploration of product features.

The impact? A more engaging, informed buying experience that resonates with customers and drives conversions.

2024 milestones: innovating retail and key partnerships

In 2024, Icecat launched its QR-Code Shopping Assistant in retail stores, with Nintendo as its first pilot partner. Shoppers can access everything they need in an instant—product stories, specs, reviews, videos—just by scanning a simple QR code with their smartphone.

This tool is designed to flip the script on in-store shopping, tackling issues like long lines, lack of staff and outdated displays—all while making the shopping experience smoother, more engaging and packed with upselling potential. It’s fully customisable, so brands have the power to create their content to match their marketing goals.

On top of that, Icecat is proud to announce that it is now a certified Gold Partner at Bol, the leading eCommerce partner in the Benelux. Icecat and Bol have had a longstanding collaboration in providing complete product information. With this Gold Partner certification, brands can be confident that Icecat meets Bol’s strict criteria for PIM tooling partners. This ensures easy product data management and publication across Bol and other major e-Commerce platforms.

Looking ahead to 2025

This year is shaping up to be a game-changer as Icecat is ready to connect with more retailers, onboard new brands and roll out exciting updates to Icecat Studio that will take product content creation to the next level. With a growing team and bigger goals, Icecat plans to keep revolutionising the toy industry. Icecat will be at both London Toy Fair and Spielwarenmesse in Nuremberg, offering brands the chance to explore how they can upgrade their online presence.