January 19, 2001, 12:00 AM

Making A Play For No. 1

Toy and children's products e-tailer eToys Inc. was named the best Internet toy store by Gomez Advisors Inc., Lincoln, Mass., in the research firm's quarterly Internet Toy Stores Scorecard. This honor marks the fourth consecutive overall high score for eToys.com in the Scorecard, besting a field of 13 other Web sites that sell toys, says the Santa Monica. Calif.-based company. eToys was ranked No. 1 in customer confidence, based on the site's ability to "operate a highly reliable Web site, maintain knowledgeable and accessible customer service organization and provide quality and security guarantees," it says. The retailer was also rated No. 1 or No. 2 of the 14 Web sites evaluated in the categories of Customer Confidence, On-Site Resources, Relationship Services. In addition, eToys was rated No. 1 or No. 2 for Gift Buyers, Trendy Toy Buyers, Educational Toy Buyers and Video Game Buyers.

Gomez praised eToys' personal gift finder, a tool that suggests products based on a child's age, interests and personality, and the new children's site Play.eToys.com, where children can play games, create toy lists and do other activities.

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