EToys’ Web Focus Is Growing Up

Online toy seller EToys is expected today to announce a new Web site offering advice for parents of older children, in hopes of leveraging news and information to draw advertising dollars and attract and keep customers.

ParentCenter.com is aimed at picking up where EToys’ other content-based site, BabyCenter.com, leaves off.

BabyCenter, which EToys bought last year, boasts the Internet’s largest audience of parents, according to Media Metrix. It also recently ranked No. 1 on a survey by Web consultants Digital Idea, ranking Web sites based on customer loyalty.

Starting in October, ParentCenter.com, which will be available at its own address as well as via links on EToys and BabyCenter, will offer parents of kids ages 2 to 12 articles, educational activities and other users’ parenting tips for each stage of development.