BrainPlay.com Enters Marketing Deals with Excite, Lycos

BrainPlay.com, a retail source for child development products and information, said it entered into separate marketing agreements with Excite and Lycos.

The multi-year, multi-million dollar agreement (financial specifics were not disclosed) with Excite will provide regular and sustained exposure for BrainPlay.com on the main Excite site as well as on Webcrawler and the Excite programmed channels on Netscape’s Netcenter site. The agreement also provides for BrainPlay.com to be included in Excite’s email communication to members.

The Lycos agreement is expected to generate millions of impressions for BrainPlay.com through a rich mix of co-branded content areas and banner advertisements, the company said.

Under the terms of the agreement, BrainPlay.com will create co-branded versions of its Web site distributed over the Lycos Network, and will be an anchor tenant in various product categories of the Lycos Shopping Network. Financial arrangements were not disclosed.

“1998 has been a year of exciting growth and expansion for our company, and these relationships with Excite and Lycos will assist us in getting the word out to a vast but well-targeted Internet audience,” said Srikant Srinivasan, president and CEO of BrainPlay.com.