Search Engine for Toys Launches

Search Engine for Toys Launches

London, United Kingdom -December 8, 2006 - Mad For Toys, a new specialist toy search engine, developed to assist Internet buyers while doing their holiday shopping. Designed to facilitate finding gifts online by searching only the UK's best online toy stores, the shops are already hand-picked to cover a wide range of specialist retailers with unique, unusual and hard-to-find items, such as:

* Stylish teddy bears from Box Bears

* Cool wooden cars from Automoblox

* Fun collectible figures from Cactus Friends

* Traditional toy soldiers from Britains

There's something for everyone -- parents buying for offspring from babies to teens, cult model collectors and gift shoppers seeking vintage models for nostalgic adults -- and across all price ranges.

Users can find toys in four easy-to-read categories:

* Traditional -- featuring dolls houses, teddy bears, rocking horses, wooden toys and Paddington Bear, many of them created by expert craft toymakers from the British Toymakers Guild

* Contemporary -- popular toy types such as activity, outdoor, construction, educational and soft toys, plus Christmas must-haves like Doctor Who

* Collectibles -- the latest action figures and designer toys from Gorillaz, Kubricks, Uglydoll and Gloomy Bear

* Models -- all major model types (cars, railways and soldiers) and classic brands including Airfix, Hornby and Scalextric from specialist model retailers and vintage toy dealers

The search engine offers two ways to search. As well as a search box where users can look for any kind of toy, there are more than 60 instant search links that save users time, by just clicking on popular terms like "fancy dress," and also provide gift inspirations.

Mad For Toys is built on Google's latest custom search engine technology, which allows search engines to be highly specialized, and is produced by the Internet creative consultancy Futurescape.

Notes for Editors: Futurescape is a London-based Internet creative consultancy which creates concepts in digital media.

Its JigsawUK wiki for the UK digital media industry -- www.jigsawuk.org -- was shortlisted for the New Statesman new media innovation awards.