eToys Inc. (Nasdaq: ETYS) gained 1 1/2 to 6 3/8 Thursday after the online toy seller said it will launch a new site aimed at parents of children ages 2 through 12.
eToys said its BabyCenter.com Web site will start Parent.Center.com next month. The new site will be “a complete and personalized information resource for parents,” featuring advice and articles on health, activities, learning and parenting, the company said. The site will generate revenue through advertising and sponsorship fees.
eToys said the site is the first of several new channels it plans to launch this fall as it gears up for the all-important holiday selling season. The company has already announced plans for party and hobby sites.