eToys  |
Play at eToys, USA About eToys: In early 2000, eMarketer regarded eToys as "the benchmark against which all other toy sites are measured" and was valued at $8 billion. Today it is owned by Toys "R" Us and continues to sell toys online. The Project: Recognising the value of building online communities and wishing to capitalise on its brand strength, eToys developed an interactive website called Play at eToys where kids could:
Outcome: Despite the completion of the entire site, eToys filed for bankruptcy before it could go live. My role: As an Independent Contractor, eToys hired me to develop the characters in several rooms including tone and voice, dialog scripts and game copy. I also architected the user path of the registration area and game rooms.
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