US: Mattel launches online shop

Firm increases commitment to direct selling with
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Firm increases commitment to direct selling with

The online shopping destination offers a complete selection of Mattel products, information about the lines and an immersive social shopping experience. is designed to be easy and intuitive for consumers to navigate. Once on the homepage, Mattel`s Dr. Michael Shore, VP of Worldwide Consumer insights, takes visitors through a guided tour of the site`s key features and general layout.

The features innovative tools including ShopTogether, a social shopping tool from DecisionStep that allows consumers to browse the site together from different computers. The ShopTogether feature also allows shoppers to chat in real time.

The site includes a complete catalogue of Mattel`s brands. Visitors to the site can choose to shop by age, gender, play preference, or find the latest licensed products from Mattel`s entertainment related portfolio.

Chuck Scothon, general manager and senior vice president of Mattel Digital Network commented: "We have developed a unique online shopping destination that is playful, social and informative.

"The serves as a research and shopping tool allowing parents, grandparents and gift-givers alike to choose the best toys for children this holiday season."