Excite, Lycos Add BrainPlay Power

BrainPlay.com, a
retail source for child development products and information, today
announced it entered into separate multi-million marketing agreements with
two leading portals.

The multi-year agreements announced today are with Excite and Lycos.

Under terms of the agreement, Excite is to provide regular and sustained
exposure for BrainPlay.com on both Excite, Webcrawler and the Excite-programmed
channels on Netscape’s Netcenter.
BrainPlay.com will also be included in Excite’s e-mail
communication to members.

The agreement with Lycos is expected to generate millions of impressions
for BrainPlay.com through a rich mix of co-branded content areas and banner
advertisements, the company said. BrainPlay.com will create co-branded
versions of its Web site distributed over the Lycos Network, and will be an
anchor tenant in various product categories of the Lycos Shopping Network.

Financial specifics were not disclosed.

“We’re excited to partner with BrainPlay.com,” said Kenny Wachtel, senior
vice president of Excite ad sales. “BrainPlay.com has quickly established
itself as a leading authority on child development products, with
high-quality information and a wide selection of products for purchase.
Excite users are looking for the kind of convenient and high quality
service that BrainPlay.com provides.”

Founded in 1996, BrainPlay.com is an e-commerce site that sells children’s
software, videos and other child development products and services.

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