Toy retailer ToysRUs has paid $5.1m for the Toys.com domain name.

It is believed to be the biggest payout for a domain this year but has some way to go to beat the $14m paid for sex.com in 2007 or the $9.5m paid for porn.com.

“Toys.com is going to put them in the top search ranking and is likely to give them kudos in terms of brand recognition,” said Sedo’s business development manager Nora Nanayakkara.