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Toys said it will be using Oracle ATG e-commerce software to build its new Web platform. The decision "tells me they're looking to increase the percentage of business they do online," said Paula Rosenblum,managing partner at RSR Research, a research and consulting firm that specializes in retail technology. GSI, and now eBay Enterprises, typically don't handle operations for the largest retailers, she said. Rosenblum said she is surprised Toys hadn't moved in this direction already. "Given that they've been under attack by Amazon and WalMart both, you would think they would have done this sooner," she said.