Hasbro Opens Web Toy Store

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Hasbro Inc. opened a new sales channel with the debut of an online store for toy lines like My Little Pony, Weebles and Videonow as well as a range of family games from Milton Bradley and Parker Brothers.


The site at www.hasbrotoyshop.com also will offer information on Hasbro's roster of brands.


The store now is as equipped to handle transactions as are sites from Hasbro rival Mattel, which sells Barbie, American Girl, Fisher-Price, Hot Wheels and Matchbox toys.


BMI Fulfillment Services, Norwalk, CT, is handling order processing and fulfillment. The company created a customized system for Hasbro, Pawtucket, RI, to meet the toymaker's marketing, inventory and financial control needs.


"As we see it at BMI, this was probably one of the best new accounts that came on the market this year," said Barry Blumenfield, CEO of BMI.


BMI handles fulfillment services for clients like Sony/BMG, Wildlife Collector's Society and Dorchester Publishing.


Hasbro also tapped Direct Logic Solutions to handle its customer database and e-mail marketing. The company is responsible for site marketing analytics, sales forecasting and direct marketing consulting.


The other vendors include Bertelsmann AG book club giant Bookspan, which handles HasbroToyShop.com's shipping, and UDUCAT.com Corp., which hosts the Hasbro online store.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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