Your site already has a good PR so all you need to do is optimize your site for search engines - you should have done that long before.
If you select right keywords, and optimize your website for those keywords, your site will get organic traffic from the search engines. Small changes made in the keywords can have a great impact on the traffic.
Use the following tool for your keyword research
http://inventory.overture.com
For example the keyword 'Educational toys' is very competitive, so difficult to rank high in search engines for that keyword - it is better to use a longer phrase relevant to your site - e.g. 'educational wooden toy'. Similarly 'kids toys' can be replaced by 'kid toy store' and so on.
Also your site has lots of code which pushes down your text content. Try to move your text content to the top as much as possible. You are also using images and tables for your menus at the left - which is not good for search engines - You can achieve the same effect with hover text menu which is search engine friendly.