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In a move certain to intensify the Internet toy sales battle, Toys “R” Us, Paramus, N.J., last week launched an online store to replace its content-centered Web site.
Designed by Siegel & Gale, New York, the site, www.toysrus.com, includes merchandise from action figures to video games and is structured to aid browsers and users shopping for specific products. An address book allows users to store names and dates of special events.
“We tried to direct [Toys “R” Us] out of the content business and stronger towards commerce,” said Lisa Marchese, interactive strategist at Siegel & Gale, which last week bought itself back from Saatchi & Saatchi.
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