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II Company Mission BackgroundHistoryThe vision of eToys is to create the premier family-oriented destination on the Internet eToys was launched in October of 1997 eToys was created to offer an extensive selection of products from well known and specialty toy brands a combination that would be both economical and physically impractical to stock in a traditional store like KBToys or Toys R Us It came became known as the leading Internet retailer of childrens products carrying more than 100000 competitively priced items Another key feature of eToys is the fact that people can shop 24 hours a day 7 days a week and have instantaneous access to product information helpful shopping services and innovative merchandising strategies Not only does eToys provide toys but they also provide a number of services to the consumer They supply gift recommendations by age relationship and price specification child-appropriate gift wrapping personalized message cards to accompany the gifts and electronic gift certificates eToys also provides a birthday reminders service through which they notify shoppers of a childs birthday three weeks in advance via e-mail Through the Wish List service parents and children can e-mail family members and friends a list of the gifts they would like purchased for them eToys launched httpBabyCentercom as a resource for shoppers of infants and toddlers Another website wholly owned by eToys is httpwwwParentCentercom which serves as a resource for parents as their children grow beyond BabyCenters prime age range This new parent center site also provides the company an additional high margin revenue opportunity eToys advertises on major sites such as AOL Sesame Workshop Excite Infoseek Microsoft Network Yahoo and Lycos In October 1999 they initiated an international expansion by launching httpeToyscouk Then in March 2000 eToys launched their BabyCenters sister site httpwwwbabycentrecouk These sites were designed to meet the unique needs of customers in the UK and will spread across Europe As of July 31 2000 EToys had approximately 1000 full-time employees Looking
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