No Dog Days if eToys Can Help It
eToys is taking no summer vacation and will open a seasonal specialty shop featuring nearly 1,000 books, toys and children's travel products. In what the largest toy e-retailer bills as its "first major non-holiday marketing push," the company plans to herald the opening of its "Summer Shop'' in a television advertising campaign that will begin airing early next week.
The heart of the campaign is a 30-second spot called "Firefly'' directed by Scott Hicks, who also directed 1996 Academy Award-winning movie Shine. The spot "celebrates the small but significant moments that help forge the bond between
parents and children," according to eToys. The company did not disclose its budget for the summer campaign.
EToys also says it's expanding its literacy work with TV personality Rosie O'Donnell. A new program, to be called Rosie's Readers "Summer Reading Adventure,'' promotes children's literacy by encouraging kids to read from a summer reading list created by eToys and O'Donnell. She will kick off the program on air this week. It extends an alliance eToys and O'Donnell forged last fall to help promote children's literacy.
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