Toys“R”Us, Inc. has announced it has acquired the highly regarded e-commerce site, eToys.com. The transaction with The Parent Company also includes the acquisition of e-commerce site BabyUniverse.com, and the parenting resource website, ePregnancy.com.  Toys“R”Us, Inc. already operates the world’s leading online toy and baby products store, www.Toysrus.com, which includes www.Babiesrus.com. This acquisition provides the company with a unique opportunity to broaden its web-based portfolio through the addition of these three well-established online destinations for parents and families.  “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, chairman and CEO, Toys“R”Us, Inc. “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, Inc. will assume responsibility for all operations of the sites including merchandising, site management, distribution and marketing.

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