Toy site hunts for grown-ups

Online toy retailer is targeting 'yummy mummies and silver surfers', capitalising on their disposable income.

Loewy-owned consumer tech agency Custard PR has been retained on a new digital brief to drive traffic to the website.

Established by dotcom entrepreneur Michael O'Shea, the site helps adults find gifts for children easily with suggestions based on gender and age, with special sections for christenings and older teenagers.

'People - especially those who don't have children of their own - can easily lose touch with what children want,' said O'Shea, who founded in the first dotcom boom.

Custard will also target web users over 65 and busy professionals who may not want to queue in a toy shop.

The account will be led by Custard's creative director, Rupert Walker, who will raise awareness of the website in the consumer press.

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