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The Parent Company Launches Shopping Comparison and Search Site Toys.comFont Scale: Posted 18 November 2008 @ 11:40 am ESTPR RSS Print E-Mail DENVER, Nov. 18 /PRNewswire-FirstCall/ -- The Parent Company(Nasdaq: KIDS), a market-leading digital content and eCommerce company focusedon parents, announces the launch of Toys.com, a powerful product search andshopping comparison site that features the toy industry's largestrepresentation of major retailers and specialty toy retailers in a singleInternet destination.
Toys.com enables online shoppers to easily browse and search through agreat selection of toy and baby products, then click on product links to godirectly to the retailer site and purchase products. To make finding productseasy, Toys.com offers multiple search options, including an enlarged searchbox for quick product searches and a site-wide top navigation bar featuring"drop downs" for searching by price, category, age, brand, character andgender. Key category and subcategory links can be found on the home page fordrilled down searches. The home page also includes a rotating slideshowfeaturing seasonal or topical toys, with product images, titles anddescriptions, and a "see all" link to the complete toy group spotlighted.
Toys.com search results pages post product images, titles, descriptionsand min-max price ranges. Products listed on the search results pages link toindividual product pages, featuring enlarged toy images with detaileddescriptions and price ranges, plus retailer listings and prices. Additionalfeatures, including interactive customer reviews and social networking, willbe added to the site.
With the launch of Toys.com, The Parent Company is utilizing one of theindustry's strongest domain names and anticipates it will represent asignificant and efficient revenue initiative for the company. Unlike manyshopping comparison sites that are based strictly on a cost-per-click revenuestructure, Toys.com uses a partner-friendly combination of pay-per-performanceand pay-per-click affiliate marketing structures.
Michael Wagner, CEO of The Parent Company, commented on the launch,"Before Toys.com, comparison shopping search sites had not been able toattract big players in part because their pay-per-click revenue models pricedthem out of the market. Our dual revenue structure provides choice andflexibility and has already generated much better partner participation thanthe market-leading shopping comparison sites. Greater participation fromretailers means greater product selection and value to consumers, resulting ina robust search site that will draw traffic, generate leads for our partnersand generate efficient revenues for The Parent Company."
Chris Cummings, CTO of The Parent Company, outlined the site'sconfiguration and expected visibility, "The launch of Toys.com is alreadyexpected to benefit from the high seasonal focus on toys for the upcomingholiday and the expected entry of the word 'toys' as a commonly typed searchterm in the major search engines. The site is built in a manner that shouldultimately lead to high ranking in the unpaid, natural search results of sitessuch as Google and Yahoo, thereby providing an efficient launch during thehigh-traffic holiday period.
The Parent Company operates Toys.com independently from its eCommerce andeContent sites. The company has retained Channel Intelligence, a leader ofinnovative marketing technology solutions for manufacturers, retailers andpublishers, to manage merchant data feeds, revenue collection and new merchantsign-up. The CI Ad Network has more than 5,000 retailers with more than 500offering products in toy-specific categories.
Roger Robbins, Vice President Business Development of ChannelIntelligence, also commented, "We really are thrilled to have contributed tothe launch of Toys.com, one of the few unutilized domain names in existencethat has an opportunity to lead a category by virtue of its simplicity andsearch relevance. With the deep and long-standing retailer relationships ofthe Channel Intelligence AD Network at its disposal, The Parent Company hasthe potential to transform this prime Internet address into a truly remarkablebusiness model."
ABOUT THE PARENT COMPANY
The Parent Company, Inc. (Nasdaq: KIDS) is a leading commerce, content andnew media company for growing families. The company provides comprehensiveeCommerce and eContent resources to help families plan, play and grow. Thecompany's toy business offers thousands of toys and children's productsthrough its eToys.com web site, catalogs and strategic retail partnerships;and personalized dolls and accessories through its My Twinn.com brand. Throughits baby business, the company is a leading online retailer of brand-namebaby, toddler and maternity products sold through the BabyUniverse.com andDreamtimeBaby.com web sites. The company's luxury brands, PoshTots.com andPoshLiving.com, reach the country's most affluent consumers with luxury babyapparel and furnishings. With its content sites, BabyTV.com, PoshCravings.comand ePregnancy.com, The Parent Company has established a recognized platformfor the delivery of content and new media resources to a national audience ofexpectant parents.
ABOUT CHANNEL INTELLIGENCE (CI)
CI is a product data technology and marketing company focused on helpingretailers and manufacturers make their products easier for consumers to findand buy on the Internet and in local retail stores. The CI product database iscapable of storing, managing, optimizing and analyzing hundreds of millions ofproducts every day. This database powers product data for leadingmanufacturers and retailers in Computing, Hardware, Tools, Appliances,Consumer Electronics, Toys and other Consumer Product industries such asApparel, Cosmetics and Jewelry. CI offers innovative suites of services forhundreds of the world's best-known manufacturers, retailers and publishers andprovides distribution of product data to over 50 destination websites,including the proprietary CI Ad Network. Cultivating partnerships with some ofthe best solution providers in the eCommerce arena, CI is a partner company ofInternet Capital Group and Aweida Capital Management. CI was founded in 1999by CEO Robert Wight and EVP Alan Fulmer and is headquartered in Orlando, Fla.,with offices in Geneva, Switzerland and London, England. Learn more atwww.channelintelligence.com.
SOURCE The Parent Company |