The largest online retailer of kid’s products in the US, eToys, has
handed BMP DDB the creative task for its UK launch, after a four-way
pitch against undisclosed opposition.
The agency will be responsible for building the eToys brand in the UK in
the run-up to Christmas. Initial activity will focus on print and
outdoor work and is due to begin shortly after the launch of the UK
site, expected to be some time in November. Media will be handled by
James Bidwell, marketing director of eToys, declined to reveal the exact
spend, saying he was still finalising budgets.
Last Christmas eToys.com was the third most visited site in the US. The
company is aiming to replicate that success in the UK.
’We want the eToys name to be synonymous with toys on the internet,’
said Bidwell, ’We want to use Christmas as a focus for getting people to
shop with us as a very viable alternative to the high street - we’ll be
competing with anyone who sells children’s products, not just internet
However, the company faces competition from offline rivals Toys ’R’ Us,
and one of Britain’s largest independent toy retailers, Toyzone, which
last month announced plans to launch an e-commerce operation before
Last week toys specialist Hamleys also revealed that it is setting up a
mail-order and e-commerce operation.