Toys“R”Us, Inc. Acquires eToys.com
by Jay Cochran
February 13, 2009
Toys“R”Us, Inc., the world’s leading dedicated toy and baby products retailer, today announced it has acquired the highly regarded e-commerce site, eToys.com. The transaction with The Parent Company also includes the acquisition of e-commerce site BabyUniverse.com, and the parenting resource website, ePregnancy.com.
Toys“R”Us, Inc. already operates the world’s leading online toy and baby products store, www.Toysrus.com, which includes www.Babiesrus.com. This acquisition provides the company with a unique opportunity to broaden its web-based portfolio through the addition of these three well-established online destinations for parents and families.
“eToys.com is a highly respected brand with a rich heritage of innovation and growth, and we look forward to championing the next phase of its evolution,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc. “We believe the acquisition of eToys.com, together with BabyUniverse.com and ePregnancy.com, will advance our leadership in the toy and baby products sectors and position the company for strong market share growth. We are committed to providing loyal customers of these sites with an enhanced online experience, while continuing to offer a differentiated merchandise assortment and the service excellence they have come to expect.”
eToys.com and BabyUniverse.com offer a broad assortment of unique toys and juvenile products. Both sites have earned accolades from industry groups and customers alike for their outstanding customer service. ePregnancy.com is an established recognized platform for the delivery of content and new media resources to a national audience of expectant parents.
All three websites will continue to operate under their current domain names. Toys“R”Us, Inc. will assume responsibility for all operations of the sites including merchandising, site management, distribution and marketing.
Toys“R”Us, Inc. launched www.Toysrus.com in 1998 to cater to busy moms, dads and other toy-buying adults who would appreciate access to the world’s largest toy store at their fingertips. Today, www.Toysrus.com is one of the most visited sites in the retail category with a vast assortment of toy and baby items, video game titles, exciting toy exclusives, personalized versions of popular toys and baby products and fantastic deals every day.
In December 2008, The Parent Company, a leading commerce, content and new media company for growing families, filed for bankruptcy protection and began to explore strategic alternatives, including a sale of some or all the company’s businesses. Terms of the transaction were not disclosed.