eToys Breaks New National Ad Campaign

Online toy retailer eToys Inc. began a new national advertising campaign that will serve as the centerpiece of its marketing efforts for this year’s holiday season.

The campaign breaks later this week on network TV and will run throughout the fourth quarter on many of the shows most popular with eToys’ 25- to 40-year-old target audience. The ads will also run in leading parent-focused magazines.

Spending was not disclosed.

The campaign’s theme is “eToys. Where Great Ideas Come to You.” The campaign was produced by Publicis & Hal Riney San Francisco, under the direction of Janine Bousquette, eToys’ senior vice president of marketing.

“The campaign’s objective is to communicate our laser focus on kids and the Internet, and to clearly and compellingly differentiate our brand in the marketplace.” said Bousquette.

“The campaign (initially two 30-second spots) is about the small epiphanies in children’s lives, and how when children make a discovery or experience parents and kids make a connection,” said Alon Shoval, creative director at Publicis & Hal Riney San Francisco, eToy’s agency of record.