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.