IToymaker Is New Game in Los Angeles

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IToymaker.com Inc. has opened doors in Los Angeles, targeting marketers of youth brands for interactive media services.


The agency will create promotional entertainment customized for consumer goods marketers that target youth on the Internet. First clients include Play Along Ltd., N2 Toys, Tiger Electronics, Britney Brands Inc. and Aztech Toyz LLC.


"IToymaker is a new media agency that's one part Madison Avenue, one part Silicon Alley, and one part Hollywood," said Jacqueline E. Hein, founder and CEO of iToymaker.


The agency will target clients in businesses such as toys, music, publishing, video games, electronics and consumer goods. IToymaker is backed by venture capital firm Ashbury Capital Management LLC.


Kids influence more than $250 billion in family purchases each year, according to iToymaker. It also cited Jupiter Communications research that said there will be an estimated 14 million kids ages 2 through 12 on the Internet by year-end.


A strategic alliance with Pulse Entertainment, a provider of rich media 3D technology, will help iToymaker create interactive entertainment programming for upcoming projects. The partnership kicks off with work for Britney Brands, a company run by pop singer Britney Spears.


The agency's original programming for clients will feature on the marketers' sites and also run on iToymaker's site at www.itoymaker.com. Hein said her agency's services are not restricted to traditional banners and TV spots.


"What we do is we dynamically incorporate personalization into interactive brand entertainment experiences for driving sales," Hein said. "Our goal for our clients is to create a whole viral marketing functionality built into the campaigns."

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