SwapitShop enables children to put unwanted items up for auction on its site, which are bid for with Swapits, a youth web currency.
Items are sold to the highest bidder and are sent to SwapitShop, which repackages and redirects them to the buyer. The new tool enables brands to include marketing messages by using the space on the oversized address label.
A number of brands have already signed up to the service, including Motorola's PartyMoto lifestyle brand and BBC kid's show Ace Lightning.
SwapitShop already knows each member's name, address and age, enabling advertisers to target their messages. "Brands want to reach the youth market but there's been no way of doing it cost-effectively, said Jonathan Attwood, SwapitShop CEO. "With this service there is no mailpack to pay for and it's very targeted."
Messages are currently non-age specific but SwapitShop says it can target messages to particular ages. There are also plans to introduce flyers and samples to the service, which would be sent in the packages.
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