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Mattel enhance ecommerce site with social media

A new retail website has integrated a social media tool to encourage people to shop together online.

Toy giant Mattel has launched MattelShop.com ahead of the Christmas shopping period, which will enable customers to shop for its 26 brands directly on the ecommerce site.

The site will also include an online social media portal, that will allow friends to research toys together before buying.

As part of this enhanced website promotion, friends will be able to share findings through community site access, such as using Facebook or Twitter.

Speaking to Reuters, general manager of Mattel's digital network said: "It is really a key tenet of responding to what consumers are looking for today.

"A simple, understandable, intuitive way to take the stress out of the holiday shopping experience."

Several other retailers have recently enhanced their online presence, although Gap is not set to launch its new ecommerce site in the UK until 2010.