Go toy crazy on Nintendo DS! Majesco Entertainment Company, an innovative provider of video games for the mass market, today announced it has shipped Toy Shop to retail outlets nationwide. Developed by GAMEINVEST, Toy Shop encourages entrepreneurship and creativity by challenging players to run a successful business that creates and sells inherently fun products that everyone loves -- TOYS!

"Toy Shop offers a unique twist on the traditional business sim by combining toy production, sales and an original storyline," said Gui Karyo, Executive Vice President of Operations, Majesco. "An in-depth sim experience, Toy Shop will resonate with DS owners looking for high quality entertainment at a great value."

In Toy Shop, players can choose their style of play -- whether it’s assuming full control of all aspects of the family toy business or just making toys to sell in the store. As the business grows, seasonal holidays will attract new customers and let players unlock additional store locations. Players use the stylus to make toys, adjust prices, manage merchandising and review customer habits that affect buying patterns. Shop owners can create more than 30 toys for the store, including teddy bears, action figures and board games, and a tutorial helps future entrepreneurs learn the ropes of the business. Additional RPG elements require players to get out of the shop and mingle with the community to discover what toys are in high demand and earn new toy designs to attract more customers.

Toy Shop is rated E for Everyone, and is now available for a suggested retail price of $19.99.