Toys 'R' Us buys eToys.com

By Staff -- Gifts and Dec, February 12, 2009

WAYNE, N.J.—Toys “R” Us has acquired the e-commerce sites of bankrupt online retailer The Parent Company for an undisclosed sum.

The purchase included eToys.com, BabyUniverse.com and the parenting resource website ePregnancy.com.

“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, TRU’s chairman and CEO. “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.”

All three websites will continue to operate under their current domain names. Toys “R” Us will assume responsibility for all operations of the sites including merchandising, site management, distribution and marketing.

eToy.com's homepage currently says that it is "revitalizing, re-energizing and re-launching our web site. We'll be back in a couple of weeks with new features, new products and a fresh new look. If you're on our e-mail newsletter list, you'll be one of the first to hear about our new web site features. Thank you for shopping with us, and we look forward to serving you again in the very near future."