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BabyUniverse And eToys Direct Merge

Wednesday, March 14, 2007 6:00:00 AM PDT | VentureDeal Staff

JUPITER, FL -- BabyUniverse (Nasdaq: POSH) and eToys Direct, Inc. announced a definitive agreement to merge their two companies.  Under the announced terms, BabyUniverse shareholders will receive one-third of the combined shares and eToys shareholders will receive two-thirds.

The stated rationale for the merger is that each company has different seasonal businesses that are complementary.  In addition, eToys Direct's strong revenue base of $117 million sales allows for further expansion of the BabyUniverse brand into female-oriented content.

BabyUniverse is an online retailer of pregnancy, baby and toddler products and content.  eToys Direct is privately-owned and sells toys online and through retail channel partnerships.

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