If you say he is not yet indexed, how is it you are finding it when you combine it with the geographical element?
Aside from this, 'TOYS' is no small matter and not going to happen for you without a lot of content and link popularity. As to content, in addition to the products you sell you are probably looking at adding things like toy reviews, toy recalls, a toy blog, toy forums etc. Your site has to be an authority on toys and even then you face competition that has huge advertising and marketing budgets. The phrase is just to generic, and you client needs to come down to earth.
Past that, you can look for some more specific toys. For example based on age 'preschool', gender 'girls toys', type 'handmade wooden toys' cultural 'indian toys' etc etc.
