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With the scarcity of shelf space becoming a major survival factor in the $5 billion retail PC software market, Hasbro Interactive Worldwide has opened up a cyber toy store with designs on derailing the momentum of Riven and Barbie at the cash register.
Hasbro Interactive, the Beverly, Mass., new media division for the No. 2 toymaker, specializes in CD-ROM development and site construction for traditional Hasbro brands. This year, the company has stepped up its online ad budget, earmarking approximately $3 million for the Internet.
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