Lela.com Expands Category Offerings to Include Toys for Babies, Toddlers, and Young Children

NEW YORK - (BUSINESS WIRE) - Lela.com, a website that helps consumers make better purchase decisions by freeing them of advertising and other outside marketing influences, announced today that it has introduced toys as one of its product category selections.

"Buying toys can often be an incredibly stressful and challenging ordeal because these products are typically marketed with heavy tinges of emotion and sentiment," said Lela CEO Robert Davidson. "Our research has shown that our model works incredibly well in the toy category and can help parents dramatically increase the likelihood of buying toys that are most consistent with their values, lifestyle, and budget. We expect that toys will be one of our most successful categories."

Launched in beta in November 2011, Lela is a website that allows consumers to make better shopping choices based on their actual needs and priorities. Visitors to the site who answer some seemingly simple questions can instantly be matched to products that were designed to appeal to their profile characteristics. Lela has identified and categorized the brand characteristics of tens of thousands of products in select categories.