eToys Selects Publicis & Hal Riney

Online toy retailer eToys Inc. named Publicis & Hal Riney as its advertising agency of record in the
United States.

The appointment coincides with the resignation of Kalis & Savage as eToys’ ad
agency. Billings were not disclosed.

eToys said the new agency’s chief assignment is to produce a national TV and
print ad campaign to serve as the centerpiece of eToys’ consumer marketing
efforts as it approaches its peak selling season this Christmas.

Last holiday season, eToys said, its operation was the Internet’s
third-busiest retail site and the company is preparing for a significant
increase in business during the upcoming Christmas season.

Today’s announcement follows the May appointment of Janine Bousquette as
eToys’ senior vice president of marketing. Bousquette most recently served as
vice president of marketing for Pepsi-Cola.

“eToys has succeeded because we have created an unparalleled shopping
experience in the online children’s retail space,” said Bousquette. “Our
marketing will communicate our laser focus on kids and on the Internet and we
believe Hal Riney is uniquely suited to contribute great advertising to that

eToys said the new ad campaign will include a full range of online and
offline marketing programs.

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