IQ News: Dear Santa: Check Out My Wish List Online | Adweek
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IQ News: Dear Santa: Check Out My Wish List Online

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Regardless of whether they've been bad or good this year, kids looking to nudge their parents and other gift givers into getting them the perfect holiday presents can visit online gift registry KidsWish.com, which officially launches today.
While gift registries once were aimed primarily at brides- and grooms-to-be, in recent months an explosion of online gift registries--including Wishlist.com, Wishclick.com and OhIWish.com--have targeted general consumers. KidsWish.com is the first gift-registry site aimed exclusively at children.
The New York-based KidsWish.com enables young users--with the supervision of an adult--to create Web-only "wish lists." KidsWish.com e-mails the lists to parents and relatives, who can purchase the chosen products through the site. At launch, there will be more than 50,000 products, including toys, books, CDs and software.
Eran Fields, chairman and CEO at KidsWish.com, says parents will appreciate the ease of purchasing pre-selected gifts online without pushing through crowds at brick-and-mortar toy stores. And kids may be more likely to get items that are hard to find on local store shelves. If kids request products that are not available on the site, KidsWish.com will redirect adult shoppers to sites that offer the desired gifts, Fields added.
To support the launch, KidsWish.com has tapped Grey Direct and Grey Interactive--the Internet marketing services division of New York-based Grey Advertising--to execute an integrated advertising campaign combining radio, banner ads and direct e-mail. The radio spots, which began last week, will run in the New York metropolitan area and in Portland, Ore. Links to KidsWish.com also will be featured on several radio station Web sites, including New York-based WPLJ.
In addition to the advertising push, KidsWish.com will offer an exclusive promotional giveaway of the official Pokƒmon: The First Movie poster to the first 50,000 kids who create "wish lists" on the site.
Banners promoting KidsWish.com will appear on the Warner Brothers site and edutainment destination MaMaMedia.com.