Conde Nast just launched the latest product from its digital incubator in time for the holidays called “Santa’s Hideout.” The site is a free gift giving service aimed at children that lets parents set up a list for each child to fill while also allowing parents to don their Santa beard. The items on the lists can be divvied up for Santa only as well as for family and friends.
Santa’s Hideout is using Amazon’s public API which is handling the e-commerce duties of shipping items on the list.
The site is the second digital product launched from Conde Nast’s small research and development group which is overseen by Joe Simon, chief technology officer at Conde Nast. The first was something called Idea Flight, an iPad productivity app, that was released in June.
“The group is allowed to run in any direction,” explained Drew Schutte, chief integration officer at Conde Nast. “You never know how one technology will impact the rest of the company.”
Conde Nast is not alone in wading into tech waters. (It also acquired Reddit five years ago before spinning it out as a standalone company.) Hearst, for instance, launched App Lab at its magazine division and is behind the very nifty personal finance site Manilla.