Fast growing online toy company eToys is the latest company with plans to make it an eChristmas for consumers in the UK.
The company announced on Tuesday it intends to have a Web site up and running for the holiday season.
"International expansion is a cornerstone of our growth strategy and advances our goal of becoming a premier global kids' retail brand in the 21st century," said eToys chief executive Toby Lenk.
The company has already established warehousing facilities in Swindon and the new operation will serve as a beachhead for expansion across Europe.
eToys has made its expansion announcement just days after its major competitor, Toys R US, announced the resignation of its chief executive Robert Nakasone and also that its previously announced ecommerce plans are in disarray.
Toys R US planned to make Toysrus.com a separate venture but it could not agree on a formula with its venture capitalist partner.
Like most Internet companies eToys does not make a profit but its revenue is growing rapidly. In the latest quarter sales rose to $8 million from $381,000 a year earlier.
As a judge of how highly US investors gauge the company's chances in the future, eToys has a market capitalisation of almost $5 billion.
The online "toys" space is becoming increasingly competitive and just a week ago Disney said it took a majority stake in Toysmart.com.
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