Blog Post

Disney Closing Down IdealBite, As Expected; Merging Into Family.com

Less than 20 months after acquiring IdealBite for $20 million, the Walt Disney Co. (NYSE: DIS) is folding it into Family.com, and putting the IdealBite e-mail edition and the website will go on “indefinite hiatus,” according to an internal e-mail we got earlier today (also received by MediaMemo). We reported in October that Disney was evaluating options for the site and some possible site layoffs; now the decision has been made to fold the site into Disney’s bigger Family.com site, which focuses on women, and expand the “Go Green” section of its site. Most of the IdealBite staff is likely being laid off by Dec 9th, as we reported earlier, though cofounders Heather Stephenson and Jennifer Boulden, who started the company in 2005, and signed three-year contracts in 2008, will likely continue, though we’re not sure how long.

Ideal Bite, which was supposed to be Disney