While fun is fine, value matters, too

These e-retailers have focused on testing, refining and implementing site tools and functions that raise the fun quotient, while also giving consumers ways to measure and compare value.

Company

Expand

BURTON.COMThe thrill of it

Expand

CABELAS.COMNeed for speed

Expand

CHAINLOVE.COMGoing, going, gone

Expand

EVO.COMListen carefully

Expand

FATBRAINTOYS.COMData-driven fun

Expand

LEGO.COMPiece of mind

Expand

Why They're Hot:

Toy manufacturer Lego's web site offers plenty to keep today’s media-starved kids engaged for hours. The Games section contains a seemingly endless list of Lego web games, most of them featuring a 15-second product video that plays before the product page appears. The Create & Share section allows kids several ways of sharing their Lego creations, including galleries with user-uploaded images, message boards, and My Lego Network—the brand's own youthful social network. The What's Hot section is updated daily with a selection of 25 top sellers. An enhanced zoom feature shows the toys in great detail. Navigational scrollbars let shoppers filter products by age, price and the number of pieces in a set, a useful feature for parents tired of finding Lego blocks in every nook and cranny.
Key Statistics:
  • Date Launched:1996
  • Unique Visitors:2,802,381
  • Web-based Sales:Order the Hot 100 issue
Who They're Using:
PUMA.COMOnline kicks

Expand

SALTLIFE.COMYoung and old salts

Expand