eToys Breaks New National Ad Campaign

Online toy retailer eToys Inc. began a new national advertising
campaign that will serve as the centerpiece of its marketing efforts for this
year’s holiday season.

The campaign breaks later this week on network TV and will run throughout the
fourth quarter on many of the shows most popular with eToys’ 25- to
40-year-old target audience. The ads will also run in leading parent-focused
magazines.

Spending was not disclosed.

The campaign’s theme is “eToys. Where Great Ideas Come to You.” The campaign
was produced by Publicis & Hal Riney San Francisco, under the direction of
Janine Bousquette, eToys’ senior vice president of marketing.

“The campaign’s objective is to communicate our laser focus on kids and the
Internet, and to clearly and compellingly differentiate our brand in the
marketplace.” said Bousquette.

“The campaign (initially two 30-second spots) is about the small epiphanies
in children’s lives, and how when children make a discovery or experience
parents and kids make a connection,” said Alon Shoval, creative
director at Publicis & Hal Riney San Francisco, eToy’s agency of record.

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