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.
