RealTime IT News

Disney Takes Majority Stake in

Looking to get in on this year's predicted online holiday shopping boom, The Walt Disney Co. Wednesday invested a controlling stake in online toy retailer

Disney's Buena Vista Internet Group (BVIG) reportedly took a 60 percent stake in for $20 million with another $25 million in free advertising, according to the New York Times. The companies did not disclose any financial details, but said that BVIG will hold three of five seats on the board of directors and will provide marketing support to help build the brand.

Unlike other online toy companies, specializes in retailing educational and high-quality toys and games for children. The site also provides information and resources for parents and care givers.

" and BVIG believe that high quality, educational toys represent an exciting business opportunity in a fast-growing market segment," said Chuck Davis, president of eCommerce at BVIG.

"Our investment in strengthens our commitment to serving the online commerce needs of families."