WebProNews

Toy maker Mattel has launched its own ecommerce site, MattelShop.com, offering a selection of its popular brands along with social shopping features.

MattelShop.com features a social shopping tool called ShopTogether, developed by shopping application firm DecisonStep, that allows users to browse the site with family and friends. Shoppers have the ability to chat with each other in real time about the various toys offered on the site.

"We have developed a unique online shopping destination that is playful, social and informative," said Chuck Scothon, General Manager & Senior Vice President, Mattel Digital Network.

"The MattelShop.com serves as a research and shopping tool allowing parents, grandparents and gift-givers alike to choose the best toys for children this holiday season."

The site includes a complete catalog of Mattel's brands such as Barbie and Hot Wheels along with other toys, games and licensed products from the company's portfolio. Consumers can browse toys by age, gender and play preference.

The site also features ConciseClick that allows shoppers to watch videos of products, provides description and price and allows users to drop items into a shopping cart.

In addition, MattelShop.com has a presence on Facebook, Twitter and YouTube.