eToys Selects Publicis & Hal Riney

Online toy retailer eToys Inc. named Publicis & Hal Riney as its advertising agency of record in the United States.

The appointment coincides with the resignation of Kalis & Savage as eToys’ ad agency. Billings were not disclosed.

eToys said the new agency’s chief assignment is to produce a national TV and print ad campaign to serve as the centerpiece of eToys’ consumer marketing efforts as it approaches its peak selling season this Christmas.

Last holiday season, eToys said, its operation was the Internet’s third-busiest retail site and the company is preparing for a significant increase in business during the upcoming Christmas season.

Today’s announcement follows the May appointment of Janine Bousquette as eToys’ senior vice president of marketing. Bousquette most recently served as vice president of marketing for Pepsi-Cola.

“eToys has succeeded because we have created an unparalleled shopping experience in the online children’s retail space,” said Bousquette. “Our marketing will communicate our laser focus on kids and on the Internet and we believe Hal Riney is uniquely suited to contribute great advertising to that thrust.”

eToys said the new ad campaign will include a full range of online and offline marketing programs.