The brains behind diapers.com, soap.com and wag.com are venturing on a new quest to bring the ease of shopping and fast delivery to the masses with their latest, YoYo.com.

Amazon-owned Quidsi has its eyes on the toy market, and much like its sister sites, promises free one and two day shipping on orders of $49 or more. Of course, this includes any items you buy from said sister sites, so when you find yourself in need of a box of diapers, kitty kibble, shampoo and a talking Elmo doll, you can do it all in one fell swoop.

The strategy is pretty brilliant, as it speaks to parents who need many items not only for themselves, but for their little kids (human and furry) as well.

YoYo.com will feature a broad selection of toys online, with everything from classics and best sellers to hard-to-find and specialty brands. At launch, the site will carry 20,000 toys, books, video games and collectibles.

"We've heard again and again that toy shopping can be totally overwhelming, which is why we wanted to create a toy destination that makes the experience as simple and efficient as possible, and hopefully even a little fun," said Marc Lore, CEO of Quidsi, Inc.

One really neat feature is the “toy finder” search box, which can be customized according to age, gender, budget, and the top Yoyo Picks. 

The “Yoyo Picks” are hand-selected by the Yoyo team to identify the top toys in each category based on criteria such as whether they foster imagination, are ideal for travel, are good for apartment-living, and so on.

"YoYo.com helps every type of gift giver find the perfect toy, whether it's parents who know exactly what they're looking for, or those who need a little guidance and some handpicked recommendations along the way," said Lore.

The site also features “super filters,” which allow customers to filter their search results by attributes like eco-friendly, award-winning, no assembly required and no batteries required.

The timing is rather perfect since the holiday shopping bonanza is right around the corner.

Quidsi was acquired by Amazon last November for $545 million, which itself doesn't carry as many toys.