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Effective July 1, 2006, Toys "R" Us redefined its online business. After axing its relationship with former partner Amazon.com and winning a $750 million lawsuit, the company collaborated with online provider GSI Commerce.
"[With the new partnership with GSI], we're able to have a Web site which is demonstrative of the world's greatest toy store--it allows us to clearly demonstrate our authority position in toys," ceo Gerald Storch said. "We don't need to take a Web site that was designed for selling different types of product and apply it to our business."
Big, bold pictures help illustrate the selection of toys available at Toys "R" Us, and customers are …