The Toys “R” Us website first went live in 1998, right in the middle of the dot-com boom, and quickly became the go-to spot for kids and parents hunting the hottest toys without leaving the house. The early site was basic—think a few product photos, clunky menus, and slow load times—but by 2000, after a partnership with Amazon, it started getting real e-commerce muscle with better search, faster checkout, and seasonal toy lists that mirrored the holiday catalogs we all circled as kids. Through the early 2000s, it kept evolving with flashier graphics, online exclusives, and the first hints of user reviews, basically turning Saturday toy runs into late-night scroll sessions.