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New PoshTots e-zine targets upscale moms

Staff -- Kids Today, 4/19/2006 12:00:00 AM

RICHMOND, Va. — Upscale e-retailer PoshTots has entered the content arena with a new e-zine and Web site, poshcravings.com.

The company, which was recently acquired by Baby Universe, said PoshCravings is created for fashion-forward moms and moms-to-be with information on fashion designers, parenting advice, family travel destinations and more.

"This was a natural extension of the PoshTots brand," said Karen Adams, co-founder and chief executive of PoshTots. "Women continue to turn to the Web site for the convenience of on-line shopping.

"Now they're looking to the Internet as their source of insider information, and PoshCravings provides it," she said.

PoshCravings' content is delivered by a circle of hip online characters with distinct personalities and ideas about style.

Dubbed "The Mamas," they include Isabelle, the Corporate Queen; Eliza, the Urbanista Fashionista; Sydney, the Artistic Adventurer; and Allie, the Seeker of Simplicity.

A section called "Today's Dish" provides product reviews, with each Mama picking her favorite product in a category.

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