Toys ‘R’ Us Takes Etoys.com from The Parent Co.

Toy and baby products retailer Toys ‘R’ Us has acquired the e-commerce site eToys.com from The Parent Co. for an undisclosed sum. The deal also includes the BabyUniverse.com e-commerce site and ePregnancy.com parenting resource site. Toys ‘R’ Us is keeping the domain names of all the sites, and taking over their operations.

The Parent Co., which was formed through the merger of eToys and Baby Universe in January 2008, filed for bankruptcy protection in December. Formerly known as Baby Universe, the Denver-based merchant also operates the DreamtimeBaby.com, PoshTots.com, PoshLiving.com and My.Twinn.com e-commerce sites, among others.

“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,” said Jerry Storch, chairman/CEO of Toys ‘R’ Us, in a statement. “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.”

In addition to its Toys ’R’ Us and Babies ‘R’ Us Websites, Toys ‘R’ Us sells merchandise through more than 1,550 stores, including 846 Toys ’R’ Us and Babies ’R’ Us stores in the U.S.; and more than 700 international stores in 33 countries.

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