July 1, 2009, 12:00 AM

BabyAge.com launches a new interactive registry

The new section on BabyAge.com gives registered visitors and shoppers options to easily find baby items.

BabyAge.com is updating its e-commerce site with an interactive registry.

The new section on BabyAge.com, No. 280 in the Internet Retailer Top 500 Guide, gives registered visitors and shoppers options to easily find baby items by using recommendation lists to select products based on theme, gender and brand. Parents or soon-to-be parents also can share a registry with friends and family by using personalized e-mail invitations. An online “concierge service” can pair parents with their own assistant via a toll-free phone number to provide additional help in creating a registry, selecting products and answering any questions.

To draw traffic and spark interest, the gift registry enables users to create a personal profile, upload baby photos and post updates for family and friends. In June and July, BabyAge.com also will donate $1 to First Candle, a nonprofit organization that promotes baby health and survival, for every item shoppers purchase when they use the registry.

The registry, which was designed and developed internally by BabyAge.com, features more than 25,000 brand name pregnancy, infant and juvenile products.

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