BlueLight.com, the fast-growing e-tail competitor from Kmart Corp.,
took direct aim at eToys and Toys R Us today by launching a newly expanded
online toy store for the holiday shopping season.
The beefed up toy area features a Shop by Age function, recommendations for
gift-giving and a variety of educational and award-winning toys from brand
names like Mattel, Nintendo, Nickelodeon and Sesame Street.
Toys are organized into 18 categories including Electronic Toys, Dolls and
Accessories, and Video Games.
Each age category comes with birthday, educational and “award-winning toy”
recommendations. Comparison shopping features include a product overview, as
well as
photos and details on three similar toys. Shoppers also can e-mail product
screen shots to friends for discussion about gifts.
Items purchased at BlueLight are returnable at any of the more than 2,100
Kmart, Big Kmart and Super Kmart stores across the country for a full refund
or exchange.
BlueLight.com is an independent company formed to leverage the assets of
Kmart. Its free ISP service, powered by Spinway Inc., has so far signed more
than five million subscribers.