Going where the kids are learning

SmarterKids.com, web-based educational-toy retailer, will target its products to schools after the holidays, President Al Noyes tells Internet Retailer magazine. SmarterKids has developed a very successful approach in personalizing product suggestions for parents and children. The company believes it can apply some of what it's developed and learned there to the school market. "We will figure out how to take this functionality and apply it to other markets, such as elementary schools," Noyes says. "We want to develop a program that increases our exposure to schools. That might mean marketing to educators or partnering with someone who is in the education business." SmarterKids recently merged with Earlychildhood.com, manufacturer and retailer of educational products.