Content-Type: text/html; charset=UTF-8 Digital Boardwalk Press Release
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Partnering With First Major Online Toy Retailer, Digital Boardwalk Provides a Total Commerce Solution

BEVERLY HILLS, CA, OCTOBER 6, 1997 —Digital Boardwalk partnered with eToys, an idealab! company, four months ago to develop an optimized online store aiming to become the industry leader in retail toy sales on the World Wide Web. Digital Boardwalk,, offers a comprehensive solution for companies wishing to conduct business on the Internet, and was chosen by eToys to implement their online strategy. Working with Netscape® Merchant System software, developed by Actra, an Internet commerce applications joint venture between Netscape and GE Information Services (GEIS), Digital Boardwalk engineers developed eToys’ extensive search engine and advanced feature set.

eToys president & CEO, Toby Lenk commented, “Digital Boardwalk provided invaluable guidance in helping us create an effective online shopping experience. Digital Boardwalk was able to add custom enhancements to our online store and implement a robust search engine.”

The eToys site,, is the first online shopping site of its kind offering products from top toy vendors such as Mattel, BRIO, Fisher Price, and many more—over 1000 brand name products are currently available. The site allows a visitor to conduct advanced searches by age, price range, type of toy and brand of toy, then get extended information on a particular product—including safety information, a product picture and awards. The site will be maintained on Digital Boardwalk’s Digital Commerce Network™ comprised of state-of-the-art Origin servers from Silicon Graphics, with high speed redundant links to the Internet. Transactions are enabled through an encrypted SSL (Secure Sockets Layer) Internet connection.

Mark Biestman, VP Commercial Applications for Actra, “Between Netscape and Actra there has been an ongoing relationship with the Digital Boardwalk team for over two years, and we are confident in their ability to help make eToys a unique and effective commerce enabled site. We are pleased to add eToys to the list of online shopping sites built on Netscape Merchant System including REI, JC Penney, CBS Sportsline and Travelocity.”

Digital Boardwalk is a one-stop shop solution for retailers and publishers wishing to profit from Internet commerce. Digital Boardwalk works with clients as partners, and their unique approach tightly integrates business strategy, development, technology and marketing. Digital Boardwalk is a Netscape Commercial Application Partner, leveraging over two years of experience working with the premier electronic commerce software. The firm offers a hosting option to its clients on Digital Boardwalk’s Digital Commerce Network™ running Netscape Commercial Applications on high performance Silicon Graphics Origin servers.

For more information about Digital Boardwalk or Netscape Merchant System, please contact William Sears, Vice President, Technology & New Media Development at (310) 288-3700 X227 or, For more information about eToys, please contact Phil Polishook at (310) 576-6776. For more information from Actra, developers of Netscape MerchantXpert, the next generation of the Netscape Merchant System, please contact Suzanne Burnip (408) 542-3181, or visit the website at

©1997 Digital Boardwalk, Inc. Digital Boardwalk and Digital Commerce Network are trademarks of Digital Boardwalk, Inc. Netscape product names are trademarks of Netscape Communications Corporation which may be registered in some jurisdictions. All other trademarks are properties of their respective owners

Founded in April 1996, Actra is a joint venture between Netscape Communications Corporation and GE Information Services (GEIS). Benefiting from GEIS' market expertise as the world's leading provider of business-to-business Internet commerce services and Netscape's leading position in developing and marketing software for the Internet, Actra provides next-generation Internet commerce applications solutions for both business-to-consumer and business-to-business commerce markets. Additionally, Actra is taking an active role in promoting open standards for Internet commerce.


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