`Idea Center' Debuts as Major New Thematic Destination on eToys.com; World-Class Lineup Joins eToys to Create Unique Internet Environment Designed to Ignite Children's Imaginations.

SANTA MONICA, Calif.--(ENTERTAINMENT WIRE)--Sept. 29, 1999--

eToys Inc. (Nasdaq:ETYS) today unveiled its "Idea Center," a new family-oriented destination on eToys.com that demonstrates how a powerful combination of content and commerce can elevate the Internet consumer experience.

Linking informative editorial content with a strong product lineup, the "Idea Center" re-defines customer service in the online retail market and comes as the company significantly accelerates its plans for the upcoming holiday season.

The "Idea Center" features diverse thematic content and specially selected products designed to help parents and children actively explore their interests and aspirations in a positive online environment. Editorial collaboration was provided by world-renowned organizations and expert individuals, including Washington's National Zoo, New York's American Museum of Natural History, a Nobel Prize-winning physicist and a former senior official of NASA.

Also contributing to the site were a hero firefighter from Atlanta, a teacher of the year from Ohio, and TV personalities Noah Wyle of "ER" and Al Roker of the "Today" show.

"We believe it is essential to leverage the power of the Internet to create a positive and enriching experience for kids and parents," said Toby Lenk, president and chief executive officer of eToys. "The `Idea Center' was conceived as a complementary blend of content and commerce presented in an exciting and family-friendly environment. We see it as the continuation of our efforts to create an unparalleled online retail experience."

eToys said the "Idea Center" is envisioned as an ongoing feature of its Web site, intended to grow and evolve over time. The concept debuts with 34 pages of insightful content -- including personal interviews, interesting facts and figures, and shared customer ideas -- along with animated, high-impact graphics.

The "Idea Center" incorporates more than 1,000 products, including toys, books, videos and software, and offers a number of items for the first time on the eToys' site. In addition, the "Idea Center" breaks all of the traditional rules of e-tailing by providing visitors with hyper-links to other Web sites relevant to "Idea Center" themes.

The nine major themes presented in the "Idea Center" are: Nature & Discoveries, The Wonders of Science, Girl Power, When I Grow Up, Host an Event, Family Time Fun, Play Inside, Pep Up Daily Routines, and Learn Something New. The page layout for each theme includes: -0-

     -- Q & A - an exclusive kid-focused interview with each content
        provider

     -- Fun for Kids - fun facts and thematic trivia for use by
        parents and children

     -- Parent's Helper - helpful tips and hyper-links for parents on
        each highlighted theme

     -- A Kid Inspired Idea - a community-building feature of customer
        ideas shared via e-mail

     -- Get the Toys - an area designed to provide product selection
        related to themes and features

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About eToys

Based in Santa Monica, eToys Inc. (www.etoys.com; AOL keyword: eToys) is the leading Internet retailer of children's products, carrying more than 100,000 items, including both nationally advertised and specialty toys, software, videos, music, video games, books and baby-oriented products. By combining this extensive selection, an attractive, easy-to-use Web site and excellent customer service, eToys offers consumers a unique one-stop source for children's products. Through its wholly owned subsidiary, BabyCenter Inc. (www.babycenter.com), eToys offers Webby-award winning content and community for new and expectant parents.

Forward-Looking Statements 

Statements made in this document that are forward-looking involve risks and uncertainties that could cause results to differ materially from those expressed. Such risks and uncertainties include, but are not limited to, eToys' expectation of operating losses and negative cash flow for the foreseeable future. There can be no assurance that the "Idea Center" will have a positive impact on eToys' business, financial condition, or prospects. Other risk factors include eToys' limited operating history, unpredictability of operating results, seasonality, inventory risk, reliance on key vendors and distributors as well as the competitive marketplace. Other risks are set forth in eToys' Form 424B4 Prospectus dated May 19, 1999, under the heading "Risk Factors" and in eToys' other filings with the Securities and Exchange Commission.