Toy Joy is served as an open beta for a speculative toy company alliance. Any one who registers for this service will get a subscription box every month for 10 dollars. All toys are the latest toys such as Hello Barbie Dreamhouse, Code-a-Pillar, and LEGO FUSION from toy company alliance memebrs such as LEGO, Hasbro, Mattel, etc. Parents can send the toy back when the new toy comes, but if their kids want to keep it, they can pay the rest of the money online. This company aims to help the company to make better toys and bring happiness to kids.