RealTime IT News

eToys to Launch in UK This Autumn

Top online retailer of children's products eToys announced Tuesday that it will embark on expansion outside the U.S. by launching in the UK this autumn.

Spearheading its international expansion is Ruben Rodriguez, formerly an executive with The Boston Consulting Group, who joined eToys in May. James Bidwell, formerly a senior marketing manager with Sega and Disney, becomes eToys' director of marketing for Europe.

"International expansion is a cornerstone of our growth strategy and advances our goal of becoming a premier global kids' retail brand in the 21st century," said Toby Lenk, eToys' president and chief executive officer.

"Our UK launch will enable us to bring to this market the same combination of superior selection and customer service that has made us the gold standard in kids' retail in the U.S."

One of eToys' main competitors in the UK will be another American firm, Toys 'R Us, which not only has a chain of successful retail megastores but a dedicated UK Web site selling selected items.

The selection from eToys is likely to be one of the most extensive available to UK shoppers. There are 100,000 items in the eToys Internet catalog, including specialty toys, software, videos, music, video games, books and baby-oriented products.

eToys also offers separate content for new and expectant parents via its susidiary BabyCenter.