Toy retailers sign up to new online retail portal

Toys R Us, Hamleys, Lego, Play.com and Mothercare join for the launch of Gemsta.
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Gemsta.com is a new website that combines a photo-real environment incorporating shopping and search.

Creating a new experience of surfing in a safe, family friendly environment with shopping streets, malls and plazas, Gemsta.com provides users with access to 500 brands.

There is also the option to compare the prices and offers of over five million of the latest consumer items through the Gemsta Compare search tool.

The website captures the shopper’s imagination using the latest Flash animation technology that allows them to travel seamlessly through different shopping areas that are home to 30 different categories of products and stores.

All brands are categorised and grouped according to products in one of 50 individually designed shopping malls, to make browsing easy. Bargain hunters can also enjoy a range of discount vouchers which are available at the click of a mouse.

Chief executive of Gemsta Richard Laing commented: “In the era of iPlayer, Xbox and Playstation, why not have a 3D multimedia homepage that is capable of delivering great content in a way that is intuitive for users and creates a real experience.

“We believe that the internet should be a safe, fast, exciting and visually pleasing experience. We want to keep it real, accessible, useful and credible, but above all it needs to be fun for users of all ages.”

The site was developed by architects with no expense spared on its appearance during the design process, or use of materials and space.

Laing continued: “Using a variety of software, our team of architects, landscapers, interior designers and programmers, has taken the geography of real islands and added swathes of creativity and huge amounts of detail to take Gemsta.com from a wired framework to a photo-real world – possibly the largest ever computer generated model made available online."

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