The domain was originally registered in 1996.
I do realize most of the seo work will be on-site optimization, creating great quality content and doing quality link building.
We already bought some related domains including "www.xxxxx-toys.com" and therefore have the option to redirect either to the other - there is hardly any work involved doing so at the present moment. Therefore what weighs more - a domain name with a lot of years behind it or a domain name with the no. 1 keyword included in the domain name. Most people will search for the generic "toys" and not the specific brand. And it is one of those products like a "pencil", most people just want to buy a pencil, very few search for square pencil, although we are definitely targeting those niche keyword combinations as well. With Google no longer favoring keyword-in-url its just a matter of making people aware of the type of product we are selling - and keyword in url is still highlighted with bold. Which way to go? 
Robert - you mentioned the importance of creating unique pages for e-commerce product pages. I have to say that in one of our other webshops this is presently one of the more time consuming creative tasks that we do - writing thousands of unique product descriptions, and I was actually wondering if it is really worth the effort?Its not we're writing the news, most products are sold on other webshops. Is a unique product description vs generic text from manufacturer worth the countless hours that could be spent on other seo tasks?
Anyone did some longterm split tests out there?
