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RealTime IT News

BlueLight Enters Xmas Toy Wars

BlueLight.com, the fast-growing e-tail competitor from Kmart Corp. , took direct aim at eToys and Toys R Us today by launching a newly expanded online toy store for the holiday shopping season.

The beefed up toy area features a Shop by Age function, recommendations for gift-giving and a variety of educational and award-winning toys from brand names like Mattel, Nintendo, Nickelodeon and Sesame Street.

Toys are organized into 18 categories including Electronic Toys, Dolls and Accessories, and Video Games.

Each age category comes with birthday, educational and "award-winning toy" recommendations. Comparison shopping features include a product overview, as well as photos and details on three similar toys. Shoppers also can e-mail product screen shots to friends for discussion about gifts.

Items purchased at BlueLight are returnable at any of the more than 2,100 Kmart, Big Kmart and Super Kmart stores across the country for a full refund or exchange.

BlueLight.com is an independent company formed to leverage the assets of Kmart. Its free ISP service, powered by Spinway Inc., has so far signed more than five million subscribers.