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Circuit City Outsourcing Online Toy Biz

4/17/2008 09:36:00 AM Eastern

Richmond, Va. — Circuit City will outsource its online playthings business through a new relationship with eToys, a leading e-tailer of children’s products.

eToys, a division of commerce, content and new media firm The Parent Company, will merchandise popular playthings for the toy and kids’ electronics department on CircuitCity.com, and will also provide product content, inventory control and order fulfillment.

“Through our eToys solution, The Parent Company offers retailers a proven way to increase traffic and sales by featuring toys as part of their assortment, without the inventory risk or additional staff,” said CEO Michael Wagner. “Our relationships with major national retailers allow our eToys division to leverage our merchandising expertise and make full use of our extensive technology and fulfillment resources.”

Other eToys customers include Amazon.com, Buy.com, HSN.com, KBtoys.com, Kmart.com Macys.com, Sears.com and Shop.com.