EToys, BabyUniverse to merge

Share this article:

Internet retailer and content provider BabyUniverse Inc. and direct marketer eToys Direct Inc. have entered into a definitive agreement for an all-stock merger.

BabyUniverse operates e-commerce Web sites in the brand name baby, toddler and maternity products categories at BabyUniverse.com and DreamtimeBaby.com. It also operates PoshTots.com and PoshLiving.com, which offer luxury furnishings. In addition, the company delivers content to expectant parents via BabyTV.com, PoshCravings.com and ePregnancy.com.

EToys Direct, Denver, owns the multichannel brands eToys and My Twinn Doll Company and operates KB Toys under a licensing agreement.

In addition to the complementary product offerings, the companies are a strategic match in that each believes in a balanced business model of e-commerce and content.

Immediately following the completion of the merger, BabyUniverse, Jupiter, FL, shareholders will own about one-third of the shares outstanding of the combined company and eToys shareholders will own about two-thirds.

The deal is expected to close in the second or third quarter of 2007.

Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Generating Loyalty for Brands and Retailers in an Omnichannel World

Generating Loyalty for Brands and Retailers in an ...

Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.

News Byte: Salesforce Forms Unit to Focus on Verticals

News Byte: Salesforce Forms Unit to Focus on ...

The industries business unit, led by ex-White House CIO Vivek Kundra, will serve six industry groupings.

Columbia U. Puts the "Do" in "Donation"

Columbia U. Puts the "Do" in "Donation"

Columbia University raises nearly $7 million in donations in just 24 hours with a combination of social media, live events, and gamification.