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.
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.
(To our knowledge, no eToys officer has so far responded to any complaint regarding eToys' attack on etoy.)