Toy Merchant Promotes Site With Trade-In Program debuted last week with Trade-A-Toy, the first online toy trade-in program that allows parents and children to exchange a violent toy for a free, nonviolent one that the company says will encourage creative play.

"We felt this was a perfect way for us to introduce our existing as well as new customers to and what it stands for - safe and nonviolent toys for kids," said Tom Vellios, president of Zany Brainy Inc., King of Prussia, PA.

From Nov. 9 through Dec. 24, consumers can mail toy guns, swords, knives, sabers, monsters, explosives, missiles, and action figures to, which handles's online fulfillment and warehousing. In return, program participants get a minimum $15 toy for free. Consumers also get 20 percent off their next online purchase by answering a six-question survey about violent toys and their effects on children.

The program is organized in partnership with The Lion & Lamb Project, a grass-roots effort that offers information about the effects of violent toys and games on children's behavior. wants to collect 10,000 violent toys by next year. will kick off operations by initially offering 5,000 toys from brands like Crayola, Creativity for Kids, Learning Curve, Lego, Rokenbok, Vtech, and Yomega.

Consumers can shop alongside KIDsultants, Zany Brainy experts who use their understanding of children's behavior to guide purchases. These guides will offer advice, product information and reviews, and links to related brands, characters and products.

As an added incentive, the retailer will pay the sales tax for all holiday-season transactions.
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