Now owned by Shop Direct Group, Woolworths.co.uk will sell products including toys, kidswear, entertainment and party accessories.
Brands will include Mattel, Fisher Price, Hasbro and kids wear brand Ladybird.
It has also created a loyalty scheme called the Very Important Families (VIF) club. It will provide families with perks including free movies on Saturday mornings in cinemas across the country, exclusive movie screenings of the latest family blockbusters and the chance to win free Woolworths goodies.
The original Woolworths logo has also been brought back and updated, with the letters “oo” in its name change depending on the product category represented.
Shop Direct Group chief executive, Mark Newton-Jones says:
“We are launching today with a significantly bigger selection of products than would have been sold in a Woolies high street store and better still, many of the product categories will double in size between now and Christmas.”