KBkids.com, which competes with eToys and Toysrus.com, displays exclusive toy
offerings, a line of original collectibles, games, software music and videos.
Lot21 will manage all online brand, creative, media and promotion strategy
Billings were not disclosed.
“KBkids.com’s strength is the combination of bricks-and-mortar retail leaders
such as KB Toys with the entrepreneurial environment and Internet ability of
startups such as BrainPlay.com,” said Kate Everett-Thorp, president and CEO
“KBkids.com is committed to lead in this space and Lot21 looks
forward to contributing to this effort.”
“We know that we must be extremely aggressive and creative in our attempts to
capture customers, and we feel that Lot21’s expertise in online advertising
will help KBkids.com reach this goal,” said Srikant Srinivasan, founder and
CEO of KBkids.com.
Lot21 clients include BankAmerica, Webvan, E-Stamp, Blue Shield of
California, beautyscene.com, Works.com, Real Media and Onsale.
KBkids.com is a joint venture between Consolidated Stores Corp.. the operator
of more than 1,300 KB Toys retail stores nationwide, and BrainPlay.com, a
children’s product e-tailer.