SITES WE LOVE

Website: www.SmarterKids.com

Product line: educational toys, books, and software

Why we love it: This site knows how to translate personalization into loyalty and repeat sales. Upon entering the site you are invited to take a number of tests on behalf of the child for whom you are shopping. The Early Development Report, for instance, offers tests for everything from the tyke's motor skills to his or her cognitive abilities. From your answers, the site comes up with a chart detailing the child's developmental level in comparison to his or her age. It also explains what you could do to nurture the child's development further - and of course which toys would help. Best of all, the data are stored in the My Kid's Store section, so the next time you visit the site, everything you need is waiting for you. Talk about smart!