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 and It also operates and, which offer luxury furnishings. In addition, the company delivers content to expectant parents via, and

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.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

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