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A toy buyer asks what postage costs, how much must be bought for free delivery, who pays for the return and how long there is to return the item. These decide 50 points out of 100.
Score shows how the company does on our comparison criteria, on a 0–100 scale. Rankings cannot be bought.
Basic metrics · 80.5
+ The product page shows the price ('29.90 euros') and age recommendation ('Recommended age: over 12 months')
Basic metrics: 80.5, rank 4 · ▲ 3 places
Basic metrics · 88.7
+ The product page shows both the price (7.95 euros) and the recommended age ('3+') and in-store availability
Basic metrics: 88.7, rank 1 · ▼ 1 place
Basic metrics · 83.5
+ The product page shows the price ('99.95 euros'), availability ('In stock') and age recommendation ('Age recommendation: 18+')
Basic metrics: 83.5, rank 2 · ▼ 1 place
Basic metrics · 81.4
+ Price and recommended age are shown directly on the product page: '15.90 euros' and 'Age recommendation: not for children under 3'
Basic metrics: 81.4, rank 3 · ▼ 1 place
– Cheapest delivery: The delivery fee is shown only at checkout. Checked: the order terms and the FAQ page, according to which prices are shown at checkout before the order is confirmed.
Basic metrics · 75.5
+ The product page shows the price ('12.90 euros'), availability ('In stock') and age recommendation ('Recommended age 3+ years')
Basic metrics: 75.5, rank 6 · ▲ 1 place
Basic metrics · 76.3
+ The product page shows the price ('14.90 euros'), availability ('In stock') and age recommendation ('Recommended age 4+')
Basic metrics: 76.3, rank 5 · ▼ 1 place
– Cheapest delivery: Delivery costs are only shown at checkout. Checked: delivery policy and returns policy.
Weights are fixed. All companies are measured on the same scale. Read the full methodology.
| Buying motive | What is measured | Scale | Weight |
|---|---|---|---|
| Cheapest delivery QUESTIONWhat does the cheapest postage cost? | Price of the cheapest standard pickup point or postal parcel on the terms page. | €3 or less = 100 points, €10 or more = 0, in between directly proportional. | 18 p |
| Free delivery threshold QUESTIONHow much do I have to buy for delivery to be free? | Purchase amount above which the order is delivered without delivery costs. | €50 or less = 100 points, €150 or more = 0, in between directly proportional. | 12 p |
| Return costs QUESTIONWho pays for the return when I return a product without a defect? | Responsibility for return costs in a standard cancellation as stated on the terms page. | Shop pays the return = 100 points, customer pays = 0. | 10 p |
| Return period QUESTIONHow long do I have to return it? | Length of the return or cancellation right in days promised on the terms page. | 30 days or more = 100 points, 14 days (legal minimum period) = 0, in between directly proportional. | 10 p |
| Basic metrics | Digital quality, transparency, reachability and AI quality score | Basic metrics × 0.5 | 50 p |
A toy is a gift, but the price, delivery costs and right of return are not always visible before the basket, and the age recommendation or safety marking cannot always be found on the product page. We scored 6 toy online shops on 18 metrics. The key question: can you see the price, delivery costs and suitability for the child's age directly on the product page?
A toy is a gift for a child, but the total price in an online shop and the product's suitability for the child's age are not always visible before the shopping cart. We compared six Finnish toy online shops from a transparency perspective: can you see the price, delivery costs, right of return and age recommendation directly on the product page, and does the shop say who is behind it. We do not assess the breadth of the range or the quality of the toys, but how openly the terms of purchase and the age recommendation related to a child's safety are stated.
Product price directly on the product page without logging in (25), delivery costs and free-delivery threshold openly stated (25), right of return and return terms clearly stated (20), age recommendation or CE safety marking visible on the product page (15), operating company or business ID (Y-tunnus) shown (15)
Transparency is 30% of the basic metrics, i.e. 15% of the total points · these metrics make up its 100 points · the full formula and the other pillars
How to read the comparison correctly: Half of the points come from buyer's questions, i.e. things the buyer finds out before deciding. The other half measures how openly the company publishes its prices, terms and contact details. Clear differences in points indicate a genuine difference: one tells you the price immediately, another only after logging in. Close scores should not be read as a ranking order, because every measurement has a margin of variation. The measurement accuracy and the full calculation formula are open in the methodology.
Customer experience is brought into the assessment separately. We also collect customer feedback and customer experiences about companies through separate surveys. The survey results will be added to the overall assessment later.
Price and delivery costs are decisive. Toy prices vary by shop, and the delivery cost can stay hidden until checkout. Shops that show the price, delivery costs and the free delivery threshold directly rank at the top of the comparison; those that reveal these only at checkout fall behind.
The age recommendation and safety marking are a matter for the toy itself. A toy's age recommendation and CE marking tell whether the product is suitable for a child. Some shops show the age recommendation clearly on the product page, others only on the packaging. The right of return and the business ID (Y-tunnus) of the operating company complete the picture of a trustworthy shop.
Every company is measured with the same public formula: half of the points come from buyer's questions and half from basic metrics, which have four pillars: technical quality, transparency, reachability and AI quality score. Ranking cannot be bought, and you can see the origin of each point on the company's profile. Read the full methodology →
In the shops measured, the product price is shown directly on the product page without logging in. Differences arise from other metrics such as delivery costs, right of return and whether the age recommendation is shown on the product page.
The age recommendation and CE marking tell whether a toy is designed to be safe for a child of that particular age. For example, the marking 'not for children under 3' means the toy may contain small parts. All the compared shops show the age recommendation on the product page.
Delivery cost is typically around 4.90-6.90 euros, and most shops offer free delivery for orders exceeding a certain order threshold (60-100 euros). Some shops state the exact cost only in the shopping cart.
By law, the consumer has a right of return of at least 14 days. Some shops offer more: for example, Muovi ja Lelu promises 30 days. The toy being returned usually has to be unopened and in its original packaging.
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