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Three out of three Adweek moms surveyed recommended eToys for busy working parents, and with that support-plus exponentially more kudos from outside sources all year longeToys was voted IQ's pick for the Internet's best e-commerce experience, both for its improvement over brick-andmortar toy stores and for its being a great e-commerce option overall.
Three years ago, eToys CEO Toby Lenk was just another would-be entrepreneur-albeit one with Disney on his resume-looking to build an Internetbased company. "It was around December of 1996, and I was starting to go through the hell of buying [toys] for my niece and nephew," remembers Lenk. "So it was a very good time of year to be emotionally looking at the idea [of an online toy retailer.]"
Motivation came from his experience-and that of other shopperswading through the disarray found at many dirt world toy retailers. "The existing retail stores just do not service the segment very well," Lenk says. "It's just a nightmare to find toys, it's a...