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:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

7 Ways to Take Your Marketing Strategy to the Big Leagues

7 Ways to Take Your Marketing Strategy to ...

A game-winning omnichannel strategy must be seamless, synchronous, and symbiotic.

Pet World's Multichannel Marketing Is a Whole Other Animal

Pet World's Multichannel Marketing Is a Whole Other ...

The family owned pet store redesigns its website to bring the in-store experience online.

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.