KBkids Plays the Advertising Game

Nascent Toy E-Tailer Hits the Market With a $43 Mil. Campaign
LOS ANGELES–Looking to keep pace with rivals such as Toysrus.com and eToys, KBkids.com has broken its first ad campaign, a $43 million effort from Goldberg Moser O’Neill.
One of two 30-second TV spots from the San Francisco shop highlights KBkids.com’s relationship with the 1,300 mall-based K-B Toys stores, highlighting the convenience of returning in person goods that were bought online.
The second shows a mother and son surfing the KBkids.com Web site, and later playing at home with radio-controlled cars, much to the chagrin of the family pet.
The spots, which broke in mid-October, end with the tagline, “We get toys,” and include room for five-second vendor tags.
Spots focusing on toys offered exclusively by K-B break this month.
Denver-based KBkids.com was formed in June when K-B Toys parent company Consolidated Stores Corp. bought a controlling interest in children’s e-tailer BrainPlay.com.
The launch portion of the campaign runs through December, and follow-up efforts will come in 2000, said GMO vice president/account director Gaynor Strachan Chun.
Print inserts will run in November issues of Parenting and Family PC, while single pages, spreads and three-page units will run in magazines such as Good Housekeeping, Working Mother, Disney Magazine, Family Fun and Sesame Street. Ads featuring collectibles and video games will run in specialty collector and gamer books.
Out-of-home ads will run in New York, Los Angeles, Chicago, San Francisco, Philadelphia, Boston, Houston, Dallas and Washington, D.C.
The TV buy is strictly prime time and late evening. “A lot of e-commerce shopping is done in the evening once the kids have gone to bed,” Strachan Chun said.
The client recently inked a deal with Internet powerhouse America Online, Dulles, Va., joining eToys.com and Toysrus.com as AOL’s premier toy retailers.