EToys Touts Summer Products With Advertising Effort

Toy e-tailer eToys (ETYS) begins a summer-focused marketing splash on Tuesday, its first non-holiday campaign, in an effort to position the company as a year-round destination for children-oriented products.

The campaign includes the creation of a multi-category “Summer Shop” on its Web site, which will feature seasonally-themed content, including travel-related information and products. New print and television ads will also appear, continuing the company’s ad theme, “eToys. Where Great Ideas Come to You.”

The campaign, which reportedly involves $8 million in spending, comes at a time when e-tailers have been punished by the stock market and analysts are speculating on which players will survive. With this effort, eToys is trying to lessen the seasonality of its business, which has brought in the bulk of revenues during the Christmas season.

“Online retailing isn’t just a holiday phenomenon,” said Janine Bousquette, senior vice president of marketing, eToys Inc.

“eToys is building a truly year-round family destination that is absolutely relevant to the consumer, whatever the need and whatever the moment.”

The campaign is centered around a 30-second spot called “Firefly,” produced by agency Publicis & Hal Riney, and directed by Scott Hicks, the director of the motion picture “Shine.” The spot positions eToys as an ally for parents, and celebrates the small moments that forge meaningful relationships between parents and children.