US computer manufacturer Gateway has paired up with the UK arm of Toys R Us, which has successfully brought technology-based products to the family market in recent years.
Ed Fisher, Gateway's senior vice-president of international, said: "Toys R Us offers a unique value proposition to consumers with its outstanding training services and stellar customer support.
"At the same time, the Gateway and eMachines brands are rapidly gaining popularity in the United Kingdom as consumers recognise the quality and value that our products provide.
"This combination of quality, value and customer support offered by Gateway and Toys R Us will give customers a great PC ownership experience."
Mike Coogan, marketing director of Toys R Us, which has 65 outlets in the UK, added: "Our 'Computers Made Simple' platform has been enormously successful in making technology more accessible to families and consumers for the last ten years.
"Gateway and its brands bring our customers the performance, reliability and value they require in a PC. We are pleased to partner with Gateway and bring customers an even wider array of choices when shopping for a PC."