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NEW YORK (AdAge.com) -- KB Holdings, which owns the Kaybee chain of toy stores and the Kbkids Web site, has begun to market a new eToys Web site to former eToys customers.

In an e-mail sent to the defunct toy e-tailer's former customers last week, Kaybee said that although many of the former patrons had been shopping at Kbkids.com and visited the eToys shop within the site, customer demand to "Bring back eToys" had caused Kaybee to reopen the eToys site.

The site resurrects some elements from the old eToys site, including the logo. Kaybee bought the company's merchandise, software, URLs, trademarks and other assets in a bankruptcy hearing following the company's closure last April.

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