Each toy is reviewed according to which developmental goal(s) it addresses, how open-ended a toy is, and how many levels of complexity so that a child can grow with the toy. The founding principle behind Toys ED is to counter the trend of promoting thousands of toys – many of which that have little educational value – only to grow revenue. The new company stated "Our uniqueness lies in only featuring the very bast that toy companies, such as Melissa & Doug, PlanToys, Haba, Playme, KidKraft, have to offer, while excluding any toy that doesn't make the cut, and while there are many toy retailers that make this claim, a cursory look at a website that features thousands of products is a good indication that there's not much vetting going on."
Toys ED's goal is to feature toys within the baby category that develop the senses, basic motor skills, hand-eye coordination and more. Toys that spark curiosity, like science toys, building toys and arts & crafts will be given special prominence.
Developmental toys can tend to be boring, but Toys ED has setup "fun standards" that each toy needs to meet. For example, toys that tend to have a one-time-usage life spans don't make it past the review stage. The idea behind Toys Ed is that learning through play should first and foremost be fun. Secondarily, the educational value needs to be significant. Thirdly, the quality and design of the toy need to result in a long-lasting toy, both in terms of lasting physically and in terms of offering enough depth to keep a child's interest time after time.