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General Mills, Minneapolis, plans to start testing a Web site (mycereal.com) that will let consumers develop custom breakfast cereals online from among more than 1 million possible choices. The cereals, which will be priced at $1 per serving, will ship directly from General Mills within two to four days of being ordered. Revlon, New York on Nov. 14 launched a redesigned version of its Web site. The redesign from Ogilvy Interactive includes new features, such as a store locator to direct shoppers to Web sites and bricks and mortar stores carrying Revlon products. The redesign is part of Revlon's plans to revamp its marketing efforts and improve sales.

Amazon.com opened a new electronic book store, featuring content from both printed books along with exclusive electronic book titles in Microsoft Reader format and downloadable digital audio titles from Audible.

Sesamestreet.com has relaunched its Web site with new and original interactive content aimed at preschool children and their parents, including Sesame Radio, a chance to trade e-mail with their favorite Muppet, and a home page modeled after the original Sesame Street.

America Online added home furnishings retailer Restoration Hardware and footwear maker and retailer Skechers USA to its Shop@AOL channel; separately, its AOL Brazil subsidiary agreed with Telesp Celular, the largest cellular operator in Brazil, to offer "AOL Mobile" content and features on Telesp's wireless Internet service in Brazil. The agreement provides AOL Mobile with premier placement on the main screen and other channels of Telesp's WAP service.

Netscape Communications, an America Online subsidiary, launched its next-generation Netscape 6 browser, featuring enhancements to several applications including Netscape Navigator, Netscape Mail, Netscape Instant Messenger, and Netscape Composer. The browser program has been rewritten completely and will run on a multitude of different platforms.

BlueLight.com is sending subscribers a free co-branded newsletter, National Enquirer Gossip From BlueLight.com, a twice-a-week collaboration between the Kmart Corp. online subsidiary and National Enquirer Online. The newsletter also offers subscribers savings and promotions on BlueLight.com's online shopping site.

RichFX, a provider of Internet infrastructure solutions for established retailers, raised $33 million in its most recent round of funding. The round was led by Morgan Stanley Dean Witter and includes Mellon Ventures, Deutsche Bank Alex. Brown, Prudential Volpe Technology Group's Partner Fund, Itochu International, Reicon Capital and Thomas Weisel Partners. Previous financial partners increasing their financial investment include RealNetworks, Polaris Ventures Capital, Coral Ventures and Veritas Ventures Partners.

Copyright November 2000, Crain Communications Inc.

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