Fresh from recording its highest ever traffic, the toy industry's dominant website has been 'hijacked' to support Mattel's key brands for 2010.
ToyNews-Online.biz 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 ToyNews-Online.biz 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.
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.
For more information about ToyNews Online traffic statistics or promotional opportunities contact us and we will be at your service.