×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Disney pulls plug to end struggles at e-tailer Toysmart

By Published on .

Toysmart.com's abrupt shutdown this month brought an end to Walt Disney Co.'s play in toy e-tailing.

Disney in August bought a 61% stake in the educational toy site for $25 million in cash and $20 million in promotional services. Two months later, Toysmart began its holiday ad campaign via Arnold Communications, Boston. Toysmart spent $11.8 million on ads last year, according to Competitive Media Reporting.

Toysmart, however, has become a casualty of the consumer e-tail shakeout.

Toysmart tried to reposition itself as a business-to-business venture, but CEO David Lord said the Disney-backed board decided to cease operations when negotiations with investors for that restaging collapsed at the last minute.

Toysmart joins other recent e-tail casualties failures, including fashion retailer Boo.com and computer retailer CompUSA's Cozone.com.

Most Popular
In this article: