October 28, 2009, 12:00 AM

Toy manufacturer Mattel launches an online shopping site

Mattel has launched MattelShop.com, a shopping site that represents the first time Mattel has sold all its brands on one site. The site features an interactive shopping application that allows consumers to collaboratively shop all Mattel products.

Zak Stambor

Managing Editor

Just in time for the holiday season, toy manufacturer Mattel Inc. last week launched MattelShop.com a shopping site that features an interactive shopping application that allows consumers to collaboratively shop the complete selection of Mattel products-from Barbie and Hot Wheels to lesser-known lines such as D-Rex and Xtractaurs. The site is the first time Mattel has sold all its brands on one site. Previously, Mattel brands like American Girl had their own sites.

The collaborative shopping feature, ShopTogether, is hosted by vendor Decision Step. It allows users to invite others, via Facebook, Twitter, MySpace, e-mail or IM, to virtually shop with them on the web site. Once they’re both on the site they can immediately see and comment on one another’s selections. ShopTogether also highlights the most popular items on the site.

In addition to its focus on collaborative shopping, Mattel aims to differentiate itself by offering its entire line of toys, as well as providing detailed information, including video demonstrations of how the toys work. Shoppers can search the site by age, gender, brand or play preference, which allows users to select play styles such as nurture play, cooperative play and problem solving play.

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