It`s party time at eToys

Online toy retailer eToys Direct Inc. is using a multi-channel approach to build a toehold in the birthday and children’s special events business.

The company, No. 140 in the Internet Retailer Top 400 Guide to Retail Web Sites, recently added a party department to eToys.com. The department features more than 40 themed party collections, including popular themes from Walt Disney and others.

In conjunction with the party portal, eToys also designed, printed and mailed a birthday catalog, which includes more than 30 different party themes. "With these launches, eToys will become the premier destination for children`s birthday parties with one of the biggest selections of themed party goods, as well as toys that tie into each theme," says CEO Mike Wagner.

With its move into birthdays and special events merchandising, eToys will take on direct competitors such as Celebrate Express Inc., which operates BirthdayExpress, an e-commerce site and catalog with more than 125 birthday party themes. In 2005 Celebrate Express had Internet Retailer estimated web sales of $41.4 million, an increase of 33.1% from web sales of $31.1 million in 2004. In fiscal 2005, the web accounted for about 60% of total sales of $69.1 million, Celebrate Express says.

To drive birthday and theme party sales at eToys.com, the company is rolling out Birthday Club, an interactive date reminder and gift ideas service.