BABY ANT LAUNCHES NEW BABY REGISTRY WITH PARTIAL PURCHASE FEATURE

Tarzana, CA, May 27, 2002. Baby Ant (http://www.babyant.com) today announces a new baby registry service with a Partial Purchase feature designed to simplify gift buying. Baby Ant is a top rated specialty retailer named by Money Magazine as, “the best mainstream one-stop baby site.”

Customers can set up a baby registry directly from Baby Ant’s web site using convenient Add-to-Registry Buttons. Friends can then login to the registry to view the list of pre-selected gifts and make a purchase on-line or by calling a toll-free number. All purchases are automatically removed from the list to eliminate duplicate gifts. The baby registry can be used for a variety of occasions, from baby showers to birthdays and takes the guesswork out of gift buying. (see sample registry at http://www.felicite.com/registry.cfm?demobabyant-10596)

“Our objective is to create a comprehensive site providing useful information and free services for expectant parents and, at the same time, set the standard for Internet retailing with the largest baby product selection, lowest prices, and superior customer services,” says Richard Shih, President. “Our new baby registry service will further this goal by providing a valuable service to our parents and their friends. The Partial Purchase feature makes it possible to register an expensive gift – like a jogging stroller – and have your friends share the cost.”

The gift registry also contains many useful features such as an on-line photo album, RSVP service and E-notification system. For example, customers can use the online photo album to share pictures with friends and family. They can send messages to friends using the E-notification system. To protect their privacy, an optional guest password can be assigned to limit access.

Baby Ant selected Felicite.com (http://www.felicite.com), to develop and operate its gift registry system. Felicite.com is a leading provider of private label gift registry systems for on-line and off-line merchants. Its system can be quickly integrated with a merchant’s retail store, web site or mail order operations, and has a number of unique features such as partial purchase (patent pending) and on-line photo album.

“We liked the extra features offered by the Felicite.com system, such as the online photo album,” says Shih. “This is a free service that parents can use even if they don’t use the registry. Felicite.com’s system was also very easy to integrate with our store, which runs on the Yahoo Store platform.”

Baby Ant is a top-rated online destination providing useful information and free services for expectant parents as well as a world-class retailers of baby products. Its goal is to set the standard for Internet retailing with the largest baby product selection, lowest prices, and superior customer services. Baby Ant has received top awards from Parenthoodweb.com, Yahoo and Gomez, and was named, “the best mainstream one-stop baby site” by Money Magazine.

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