As the preeminent �e-brand� in the $250 billion global children�s market, eToys has set the gold standard for customer service on the Internet. The company�s president, Toby Lenk, started the company with the belief that it was time to make buying toys fun again. John Hnanicek, eToys� Chief Information Officer, is responsible for ensuring that a visit to the eToys Web site will be a highly satisfactory experience. During the 1999 holiday shopping season, eToys� customers expressed their satisfaction by making eToys the second most visited online retail site in the world.

When explaining eToys� growth strategy, the company�s managers discuss how they are tapping international
markets, entering adjacent market categories, and expanding services and products. But perhaps no element of their growth strategy is as critical as their success in building a scalable information infrastructure.

"We�ve built our business around information,� says Hnanicek. �Today eToys sells 100,000 children�s and baby products, an unparalleled selection. Yet it�s the quick access to information about those products that helps the customer make a satisfying purchase�and sets us apart from other retailers.�