<TABLE> <S> <C>


<ARTICLE>                     5
<LEGEND>

                                  EXHIBIT 27.1


                       PLAY CO. TOYS & ENTERTAINMENT CORP.
                             FINANCIAL DATA SCHEDULE


     This schedule  contains  summary  information  extracted from the condensed
consolidated  balance  sheet,  statements of operations and cash flows and notes
thereto  incorporated in Part 1, Item 1, of this Form 10-QSB and is qualified in
its entirety by reference to such financial statements.

</LEGEND>



<S>                                  <C>

<PERIOD-TYPE>                                                          6-MOS
<FISCAL-YEAR-END>                                                      mar-31-2000
<PERIOD-END>                                                           sep-30-1998
<CASH>                                                                 377,178
<SECURITIES>                                                           0
<RECEIVABLES>                                                          172,442
<ALLOWANCES>                                                           0
<INVENTORY>                                                            15,127,625
<CURRENT-ASSETS>                                                       18,826,524
<PP&E>                                                                 11,757,355
<DEPRECIATION>                                                         (4,511,565)
<TOTAL-ASSETS>                                                         29,485,279
<CURRENT-LIABILITIES>                                                  21,556,555
<BONDS>                                                                0
<PREFERRED-MANDATORY>                                                  0
<PREFERRED>                                                            7,066,618
<COMMON>                                                               1,612,976
<OTHER-SE>                                                             (1,882,388)
<TOTAL-LIABILITY-AND-EQUITY>                                           29,415,279
<SALES>                                                                13,375,684
<TOTAL-REVENUES>                                                       0
<CGS>                                                                  7,364,115
<TOTAL-COSTS>                                                          0
<OTHER-EXPENSES>                                                       7,998,340
<LOSS-PROVISION>                                                       0
<INTEREST-EXPENSE>                                                     662,834
<INCOME-PRETAX>                                                        (2,506,108)
<INCOME-TAX>                                                           0
<INCOME-CONTINUING>                                                    (2,506,108)
<DISCONTINUED>                                                         0
<EXTRAORDINARY>                                                        0
<CHANGES>                                                              0
<NET-INCOME>                                                           (2,506,108)
<EPS-BASIC>                                                          (.70)
<EPS-DILUTED>                                                          (.70)



</TABLE>