Mattel hijacks toy trade leader

Record-breaking traffic followed by first ever site takeover for
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Fresh from recording its highest ever traffic, the toy industry's dominant website has been 'hijacked' to support Mattel's key brands for 2010.
posts at least five original news stories a day and has over 3,000 archived on the site at all times.

Barbie, Fisher-Price, Hot Wheels, Waybuloo, Thomas, WWE and Disney Princess will be promoted to retail and all trade readers through the news pages of the site in the build up to show season.

Unique users hit a record 33,172 in November according to Google Analytics, with page views at 77,863.

The site is expected to grow further in 2010, on the back of a revamped design and increased content since December.

"We know that the entire trade reads ToyNews Online every day, so its news section was a natural hijack choice," commented Mattel UK's director of marketing, Erica Zubriski.

"We have an outstanding portfolio of properties this year and have selected just some of our key brands for highlighting in this way to the trade at the beginning of the year."

The new site launched last month and has a number of additional features.

New content is now grouped into categories specific to major toy industry segments, products, channels or events, so readers can find news relevant to their interest. also includes a working directory of companies and organisations from within the industry, plus digital downloads of our previous print editions.

And if you are looking for a new job or have a vacancy to fill, the ToyNews vacancy board will cater for all your needs.

There is also a comprehensive events calendar and there is a new look for email alerts.

For more information about ToyNews Online traffic statistics or promotional opportunities contact us and we will be at your service.


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