The Parent Company reviewing strategic alternatives for non-core assets

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The Parent Company has engaged Oppenheimer & Co. to conduct a strategic and financial review and evaluate unsolicited inquiries from third parties interested in certain non-core assets of the company.

“It is our intention to continue to pursue our goal of optimizing our efficient e-commerce and e-content business model,” said Todd Edebohls, the recently appointed chairman of the board at The Parent Company, in a statement. “We believe a commitment to these operating principles will enable The Parent Company to accelerate growth in our primary businesses.” Edebohls was formerly director of business development and sales at Amazon.com.

The Parent Company operates a toy business that includes the eToys.com Web site and catalogs as well as toy merchandising and fulfillment relationships with other retailers. It also includes the My Twinn personalized dolls brand. Its baby business includes BabyUniverse.com and DreamtimeBaby.com. PoshTots.com and PoshLiving.com offer luxury baby apparel and furnishings. On the content side, there's BabyTV.com, PoshCravings.com and ePregnancy.com for expectant parents.

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