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Knickerbocker Buys Keyword Ads on AOL, Yahoo!

The L. L. Knickerbocker Co. Inc. signed extended contracts with Yahoo! and America OnLine to expand its targeted advertising by securing keywords that deliver banner ads for the company's collectibles Web site.

Knickerbocker currently offers seven branded product lines for sale on the Internet featuring Marie Osmond Fine Porcelain Collector Dolls, Annette Funicello Collectible Bears, Bob Mackie's Legendary Beauties, Collection of the Masters by Richard Simmons, the Edit Head Collection, The Magic Attic Club and The Knickerbocker Toy Co.

Spending was not disclosed. Knickerbocker said it plans to continually upgrade and increase its presence on the Internet through 1999. The site features a custom-written "electronic shopping cart" for ordering capability through all of the branded product groups.

On Yahoo!, the company bought keywords "doll" and "dolls;" on AOL NetFind search words "dolls" and "bears" were purchased.