Toy e-tailer eToys (ETYS) begins a summer-focused marketing splash on
Tuesday, its first non-holiday campaign, in an effort to position the
company as a year-round destination for children-oriented products.
The campaign includes the creation of a multi-category “Summer Shop” on its
Web site, which will feature seasonally-themed content, including
travel-related information and products. New print and television ads will
also appear, continuing the company’s ad theme, “eToys. Where Great Ideas
Come to You.”
The campaign, which reportedly involves $8 million in spending, comes at a
time when e-tailers have been punished by the stock market and analysts are
speculating on which players will survive. With this effort, eToys is
trying to lessen the seasonality of its business, which has brought in the
bulk of revenues during the Christmas season.
“Online retailing isn’t just a holiday phenomenon,” said Janine Bousquette,
senior vice president of marketing, eToys Inc.
“eToys is building a truly year-round family destination that is absolutely
relevant to the consumer, whatever the need and whatever the moment.”
The campaign is centered around a 30-second spot called “Firefly,” produced
by agency Publicis & Hal Riney, and directed by Scott Hicks, the director
of the motion picture “Shine.” The spot positions eToys as an ally for
parents, and celebrates the small moments that forge meaningful
relationships between parents and children.