Toysmart Campaign Thinks Creatively

It seems it’s no longer enough for a toy to be fun--now it must be intellectually stimulating. Toy smart.com, the Waltham, Mass.-based online retailer that focuses on educational toys, will emphasize in a $21-million marketing campaign to be unveiled today that toys inspire creative thinking in children. The announcement comes less than a week after Santa Monica-based EToys, the leading Internet toy seller, launched an “Idea Center” on its site to help parents find products that teach kids about science and careers.