EToys, BabyUniverse to merge

Share this content:

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.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above