Johnson & Johnson Buys BabyCenter From eToys

Share this article:
Johnson & Johnson said today that it has bought BabyCenter Inc. from eToys for $10 million.


The acquisition by the health care goods maker includes three Web sites: BabyCenter.com, a Web site that offers information to expectant women and new parents; ParentCenter.com; and BabyCentre.co.uk.


The BabyCenter Store, an e-commerce section of BabyCenter.com, was not part of the purchase and will be temporarily closed, the company said in a statement.


BabyCenter's advertising business as well as its weekly e-mail newsletters and other site activity will continue to operate independently.


"BabyCenter and Johnson & Johnson share a commitment to help parents raise healthy kids," said Mari Baker, general manager at BabyCenter. "This acquisition provides BabyCenter with the ability to continue to grow and expand our services to the millions of parents who rely on BabyCenter in the United States and abroad."


BabyCenter will remain in San Francisco and will be part of Johnson & Johnson Consumer Cos. BabyCenter expects to retain and add to its staff.


EToys said Monday that its stock was worthless and that it would be filing for bankruptcy protection.


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.