Mattel launches e-commerce portal for various brands

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Toy manufacturer Mattel has launched MattelShop.com, which has, in addition to traditional e-commerce features, social shopping tools and real-time updated content.

Previously, Mattel brands like American Girl, Fisher-Price and Barbie Collector had their own e-commerce portals. This is the first time all of Mattel's brands are sold on one e-commerce site.

The site, which launched October 15, uses the “ShopTogether” feature, developed by shopping application creator DecisionStep. The tool allows users to chat about products within the site and see what friends are browsing. Users can also share items they like through social networks like Facebook and Twitter.  

Consumers can browse toys by brand, age of child, toy category and play pattern — for example “problem solving play,” “pretend play” or “competitive play.” Shoppers can also watch videos of products using the ConciseClick rollover-and-click technology, which also provides description and price of the toy and allows users to drop items into a shopping cart immediately.

Users can click “watch others” to see the most-viewed items, which auto-updates every 15 seconds.

John Jackson, CEO of DecisionStep, said the target audience is parents and gift-givers.

“We're positioning it as a way for a parent and child to be browsing while chatting with grandparents, for example, who may be across the country,” he said.

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