Toys ‘R’ Us Inc. has announced that they will be acquiring eToys.com from The Parent Co. The Parent Co. filed for bankruptcy this past December. The financial terms were not disclosed. Other websites included in the deal are BabyUniverse.com and ePregnancy.com. All of these sites will be operating in the same web portfolio as Toysrus.com and Babiesrus.com. The acquired websites will remain in operation under the same.
Chris Byrne, the content director at timetoplaymag.com stated that this acquisition may help boost the online presence for Toys ‘R’ Us. “Toys ‘R’ Us has been investing heavily in making their online experience really strong,” added Byrne. “The ‘eToys’ brand name has had some cache and I’m sure they got a great deal.” The Parent Co. has been looking for alternatives for their owned businesses since they filed for bankruptcy.