Children’s Products:

SILVER: Ecommerce Channel

Shopping for educational toys? makes it so easy a child could do it. As soon as you land on the site, messaging on the home page tells you who Fat Brain is and what it does right up front, along with the top 15 reasons you’ll love its site. It even includes a helpful “gift wizard.”

WHY IT WON A SILVER AWARD: carries plenty of unique toy products in a highly competitive industry. The site includes detailed images (as well as video with several products) that make it clear to shoppers how the toy is used.

The site also has easy-to-shop categories and subcategories with featured products, and best sellers are easily identifiable within the site. And the company’s customer service phone number is prominent, along with the live chat button. shows excellent use of customer testimonials, as well as video to provide additional information about the product,” a judge said. “There’s tons of product detail with no question left unanswered.”

WHY IT DID NOT WIN A GOLD AWARD: The site’s social media elements should be more evident. And the home page and checkout pages are cluttered and hard to get through, a judge said. “Clean those up, simplify them, and it’s a winner.” — TP

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