Hasbro Opens Web Toy Store

Share this article:
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


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.