Online toy seller offers creative deal to BMP DDB

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 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 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.


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