Looking to create an immersive social shopping experience, El Segundo, California-based toyco Mattel has launched MattelShop.com.

The new online site offers a complete selection of the company’s products, and operates as a research tool for gift-givers. Visitors who land on the homepage will be greeted by Dr. Michael Shore, Mattel’s VP of worldwide consumer insights, who will offer a guided tour of the site’s key features and layout.

Tools on MattelShop.com include ShopTogether (from DecisionStep), which lets shoppers invite friends and family to browse the site with them and chat in real time and see what products the others are looking at, just like a physical shopping trip.

Consumers can shop by age, gender, play preference or license. Videos on the site also feature ConciseClick, a rollover-and-click technology that provides a description, price and opportunity to immediately add to the shopping cart.

MattelShop.com has a fan page on Facebook, along with a Twitter account, where updates and special promos will be announced, as well as offering product content on the Mattel Shop YouTube channel.