Stock Watch: Summer Marketing Plan Boosts eToys

eToys, Inc. (Nasdaq: ETYS) rose 1 1/16 to 6 17/32 Tuesday after the online toy retailer unveiled a nationwide marketing campaign aimed at attracting new customers during what it called “the traditionally overlooked summer selling period.”

eToys shares have languished this year, despite a strong holiday selling season. Revenue rose 366 percent to $107 million during the fourth quarter, as customer accounts nearly tripled. Media Metrix said the company was the second-busiest e-tailer during the season.

Yet eToys shares are down from a 52-week high of 86 and below the initial public offering price of $20, as investors shy away from Internet shares in general and retailers in particular.

The campaign, which the company calls its “first major non-holiday marketing push,” is part of a plan to raise consumer awareness of the company as a “year-round resource for kids-oriented products and ideas.”

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