BabyUniverse Changes its Name to 'The Parent Company'

DENVER, Jan. 8 /PRNewswire-FirstCall/ -- BabyUniverse (NASDAQ: KIDS) , a leading commerce, content and new media company for growing families, today announced its name change to The Parent Company, effective today. The Parent Company will trade under the existing ticker symbol on Nasdaq: KIDS, and the new CUSIP is 69945P 107.

"The new name more accurately reflects The Parent Company's focus on meeting the growing needs of today's parent, through our balanced model of commerce, content and new media," said Michael J. Wagner, president and CEO of The Parent Company. "Our company name and ticker symbol align our corporate mission with our reputation as a trusted online resource for families. The Parent Company targets families during the earliest stages of pregnancy and maintains those relationships as their children move into their teenage years, providing us a platform to build meaningful and sustainable value for our shareholders."

As part of the name change, The Parent Company will launch a new corporate web site, www.theparentcompany.com, later this week. The site highlights the company's ecommerce, content and new media businesses and provides resources for investors. The Parent Company's toy brands include eToys.com, a major online and catalog toy retailer; and MyTwinn.com, maker of personalized dolls and accessories. The Parent Company is also a leading online retailer of brand name baby, toddler and maternity products sold through the BabyUniverse.com and DreamtimeBaby.com web sites. The company's luxury brands, PoshTots.com and PoshLiving.com, offer luxury baby apparel and furnishings. Content sites BabyTV.com, PoshCravings.com and ePregnancy.com are established new media resources for new and expectant parents.

ABOUT THE PARENT COMPANY

The Parent Company (NASDAQ: KIDS) is a leading commerce, content and new media company for growing families. The company provides comprehensive eCommerce and eContent resources to help families plan, play and grow. The company's toy business offers thousands of toys and children's products through its eToys.com web site, catalogs and strategic retail partnerships; and personalized dolls and accessories through its My Twinn.com brand. Through its baby business, the company is a leading online retailer of brand-name baby, toddler and maternity products sold through the BabyUniverse.com and DreamtimeBaby.com web sites. The company's luxury brands, PoshTots.com and PoshLiving.com, reach the country's most affluent consumers with luxury baby apparel and furnishings. With its content sites, BabyTV.com, PoshCravings.com and ePregnancy.com, The Parent Company has established a recognized platform for the delivery of content and new media resources to a national audience of expectant parents. The Parent Company is a market-leading digital content and eCommerce company focused on parents.