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Idealab
Shortly after Idealab launched eToys, it became the preeminent online seller of children's products and quickly became the third largest e-commerce site in the country. During the 2000 holiday season, it was the second most trafficked site on the Internet. Despite the company's bankruptcy in 2001, the company had built such strong brand loyalty among customers that the name and website were purchased by KB Toys, and subsequently went through several ownership changes and continues to operate.
eToys
Founded:
1997
Acquired:
2001 (KB Toys); several ownership changes followed
IPO:
1999 NASDAQ (ETYS)
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Shares of the Santa Monica, California, toy company more than quadrupled on the first day of trading on Thursday. The stock was priced at US$20 a share on Wednesday evening. EToys (ETYS) opened at $78 share and soared as high as $85 before closing up $57 at $77.

May 20, 1999  |  Wired
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