Mattel Launches Four Specialty Web Stores

Mattel, the worldwide manufacturer of toys and family products, taps GSI Commerce Inc. for e-commerce technology, fulfillment, customer care and marketing services. GSI recently launched four specialty Web stores for the company, including Barbie, Hot Wheels, Disney and another site featuring interactive games from Mattel.

 

Mattel has chosen TrueAction, GSI's digital agency, to provide affiliate marketing through its Pepperjam Network and design services through its Silverlign division. GSI's e-mail marketing subsidiary, e-Dialog, has been selected to provide e-mail marketing services.

 

"E-commerce was the next step in our multi-channel strategy," says Andres Amezquita, vice president of e-commerce for Mattel. "We are pleased to be partnering with the industry leader in full service solutions."

 

The MattelShop.com is designed to be easy and intuitive for every shopper, featuring innovative shopping tools, including ShopTogether -- a social shopping tool from DecisionStep that allows anyone to browse the site together with family and friends regardless of whether they are across town or around the world. Other features include advanced search, Play Pattern Navigation, which allows shoppers to navigate the site based on a child's play behaviors, and ConciseClick -- a roll over-and-click technology that provides shoppers with product information when watching video clips.