Johnson & Johnson Buys BabyCenter From eToys

Share this content:
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.


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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