BabyUniverse, the online baby-mother related e-commerce and content site, is merging with eToys Direct, an e-commerce and direct marketer of toys. After the deal, BabyUniverse shareholders will own one-third of the shares of the combined company, and eToys Direct shareholders will own two-thirds of shares. Specific financial terms of the all-stock transaction were not disclosed. BabyUniverse went public in 2005.
Besides the two e-commerce plays, on the content side BabyTV.com was launched recently by BabyUniverse, with similar content sites of eToys such as Toys.com, Hobbies.com and Birthdays.com.
For the fiscal year ended February 3, 2007, eToys generated approximately $117 million in unaudited net sales.
Details in release.
Related: BabyUniverse Acquires ePregnancy Website and Name Assets
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