eToys Secures Exclusive Partnership with Moms Online

         Premier Online Toy Retailer to Integrate Co-Branded Toy Store               Into America Online's Number-One Site for Mothers 

SANTA MONICA, Calif., May 14 /PRNewswire/ -- eToys (www.etoys.com; AOL keyword: eToys) has signed a deal to become the exclusive online toy store partner for Moms Online, a vibrant community for moms of all ages and stages of child rearing.

As part of the partnership, eToys will develop a co-branded version of its store and incorporate it into Moms Online -- a site that attracts more than a quarter of a million mothers every month. Titled "Moms Online Toy Store by eToys," the site will feature nationally advertised and specialty toys organized by child's age, brand, price, keyword and development category. The toy store will also feature eToys services, such as recommendations of award- winning toys, gift certificates and gift wrapping.

"In today's fast-paced society, mothers require quick and easy resources for completing their day-to-day activities," said Toby Lenk, co-founder and CEO of eToys. "eToys' partnership with Moms Online will provide busy mothers with the most convenient method for handling all toy-buying needs."

"Moms Online Toy Store by eToys" is just one of the numerous features of Moms Online (www.momsonline.com; AOL keyword: Moms Online). As a home for moms in cyberspace, Moms Online's services include chat, message boards, household tips, teen guidance advice, crafts and recipe ideas, as well as The Daily Alexander, an ongoing chronicle about a working mother raising a 3-year- old boy.

"We are extremely pleased to team up with eToys on this unprecedented venture," said Rob de Baun, president of Moms Online. "We want to give moms the best online shopping experience, and integrating eToys, the number-one online toy store, into the Moms Online community fulfills this goal."

About Moms Online

Moms Online is one of the largest women's sites both on America Online and the World Wide Web. The company launched its AOL site in February 1996 and its Web site in July 1997. The AOL site has won the prestigious Members' Choice award three times as one of AOL's top 50 content areas, and its Web site is a finalist in the third-annual Global Information Infrastructure (GII) Awards.

About eToys

Based in Santa Monica, Calif., eToys is the only online toy retailer to provide a comprehensive selection of nationally advertised and specialty toy brands. eToys' prices meet or beat those of traditional, land-based toy retailers. The company was founded in March 1997 by CEO Toby Lenk, formerly a corporate vice president in the strategic planning area of The Walt Disney Company; and by entrepreneur Bill Gross, founder of Knowledge Adventure, a leading children's software company, and chairman of idealab!, an Internet start-up incubator.

SOURCE eToys

     -0-                             05/14/98 

/CONTACT: Lisa Holmes of Alexander Communications, 303-615-5070, or lholmes@alexandercom.com, for eToys/

/Web site: http://www.etoys.com/

/Web site: http://www.momsonline.com/

CO: eToys; Moms Online ST: California IN: MLM REA SU: JVN

LP-DK -- LATH031 -- 6490 05/14/98 07:00 EDT http://www.prnewswire.com