October 27, 2008, 12:00 AM

New e-commerce executive isn’t playing around at FAO Schwarz

Toy and games retailer FAO Schwarz has named Lee Bissonnette as senior vice president of e-commerce and catalog. Bissonnette worked previously at dELiA*s Inc.

New York City-based FAO Schwarz Inc. has appointed Lee Bissonnette as senior vice president of e-commerce and catalog. Bissonnette, who worked previously at dELiA*s Inc., No. 101 in the Internet Retailer Top 500 Guide, will report directly to FAO Schwartz CEO Edward Schmults.

“The FAO brand is beloved by almost everyone you talk to, and that affection will go a long way towards building the kind of partnerships and vehicles that will build this site to the level it needs to be,” Bissonnette tells Internet Retailer.

Plans for the web site include more interactive content, video and mobile shopping, according to Bissonnette.

Ed Schmults, CEO for the toy retailer, outlined his strategy for FAO.com earlier this year. Plans for the e-commerce site include adding social features and enabling parents to comment on products and share ideas and concerns-specifically safety concerns about high lead levels in toys.

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