KBkids.com, which competes with eToys and Toysrus.com, displays exclusive toy offerings, a line of original collectibles, games, software music and videos.
Lot21 will manage all online brand, creative, media and promotion strategy for KBKids.com.
Billings were not disclosed.
“KBkids.com’s strength is the combination of bricks-and-mortar retail leaders such as KB Toys with the entrepreneurial environment and Internet ability of startups such as BrainPlay.com,” said Kate Everett-Thorp, president and CEO of Lot21.
“KBkids.com is committed to lead in this space and Lot21 looks forward to contributing to this effort.”
“We know that we must be extremely aggressive and creative in our attempts to capture customers, and we feel that Lot21’s expertise in online advertising will help KBkids.com reach this goal,” said Srikant Srinivasan, founder and CEO of KBkids.com.
Lot21 clients include BankAmerica, Webvan, E-Stamp, Blue Shield of California, beautyscene.com, Works.com, Real Media and Onsale.
KBkids.com is a joint venture between Consolidated Stores Corp.. the operator of more than 1,300 KB Toys retail stores nationwide, and BrainPlay.com, a children’s product e-tailer.
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