MagicToys is a wholesale toy and gift retailer serving trade customers through its B2B online store. The business states that the shop operates exclusively for merchants, and customers must register and receive approval from MagicToys before prices are displayed. Its catalogue spans toys, plush products, gifts, clothing and seasonal goods, with categories including figurines, toy vehicles, wooden and creative toys, baby toys, keyrings, umbrellas, home decorations, lighting, accessories and children’s apparel.

The selection features products connected with well-known entertainment brands and characters, including Barbie, Baby Shark, Scooby-Doo, Tom and Jerry, Shrek, Snoopy, Gabby’s Dollhouse and Hello Kitty. Examples shown on the site include Minecraft playsets, Disney hair accessories, Supermag magnetic building sets and Hello Kitty products. MagicToys also highlights new and popular items, helping retailers browse current merchandise for their shops. The company provides customer account and order-management tools, wish lists, brand information and contact options. Its listed office address is in Piraeus, Greece, and the site provides telephone, fax and email contact details.