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Amazon.com Adds to Toy Collection

Amazon.com Tuesday continued to expand its product offerings with the acquisition of Back to Basics Toys, a leading online retailer specializing in rare, classic toys.

Financial terms were not disclosed.

The two companies will work together to offer both Back to Basics and Amazon.com (AMZN) customers the best possible experience in shopping for classic toys, bringing back more classics and introducing new items.

The deal adds more classic, high-quality toys to the vast selection of specialties already available at Amazon.com's Toys & Video Games Store, which has been rated No. 1 among online toy stores in a number of surveys.

Customers will find log-cabin-building sets in original-style canisters, wood creativity theaters, talking Raggedy Ann dolls, musical instrument sets and pedal-drive, ride-on dump trucks and police cars styled after those from the 1930s.

"Since 1988, we've been committed to providing the toys that many of us grew up with, as well as a large selection of new toys that will stand the test of time," said Eric Garfinkel, founder of Back to Basics Toys. "Now customers can have access to these great toys with all the advantages of shopping at Amazon.com."

A new Back to Basics store within a store is slated open today at Amazon.com Toys.

Back to Basics will continue to operate the company's catalog and to work with toy manufacturers to create a distinctive product selection. Customers can purchase Back to Basics toys either through the Back to Basics catalog or online at Amazon.com Toys.



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