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Toys ‘R’ Us acquires eToys.com

Looking to extend its online portfolio and to bump up its market share in toys and baby products, Toys 'R' Us has acquired e-commerce site eToys.com for an undisclosed sum.
February 13, 2009

Looking to extend its online portfolio and to bump up its market share in toys and baby products, Toys ‘R’ Us has acquired e-commerce site eToys.com for an undisclosed sum.

The acquisition will also see the toy retailer taking hold of BabyUniverse.com and parenting resource site ePregnancy.com, as well. Both eToys and BabyUniverse offer a wide range of toys and juvenile products. The three sites will continue operating with the same domain names, while TRU will now be responsible for operating the sites, along with merchandising, site management, distribution and marketing.

The Parent Company, which owned eToys, filed for bankruptcy protection this past December and sold some or all of its businesses.

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