As a Better Business Bureau Online Reliability participant, eToys must address all complaints filed with them by e-mail, website forms, or snail mail. Failure to do so can be formally filed as a complaint with the BBB; the Los Angeles Bureau has the authority to launch an investigation and to yank eToys' enrollment.

The BBB handles "complaints involving marketplace activities -- misleading advertising, improper selling practices... misrepresentation... unsatisfactory service...." To complain to the BBB:

• File a complaint at eToys.com using the eToys.com e-form. Note the date and time you are filing it, and save your text.
• After a few days, when you don't get a response, file a complaint with the BBB Online.
• Follow up with a complaint letter to the Los Angeles branch of the BBB:
  Better Business Bureau
  BBB of the Southland
  315 N. La Cadena
  P.O. Box 970 (92324-0814)
  Colton, CA 92324
  Fax: (909) 825-6246
  http://www.bbbsouthland.org/
  Demand the revocation of the enrollment of eToys.com in the BBB Online Excellence Program. Be sure to include your original complaint (or the nature of it), the delay, and that you have filed a formal complaint at BBB Online.