Toys R Us Confirms $2.15M eToys Acquisition

Company confirms what we already thought.

It was fairly clear that Eagle, LLC was connected to Toys ‘R’ Us during the eToys bankruptcy auctions. Toys ‘R’ Us confirmed the suspicion today in an Associated Press article.

The article says the purchase price was not disclosed. Domain Name Wire already reported the purchase price of $2.15 M. This included a number of domain names and customer lists.

The acquisition is a big boost for Toys “R” Us, which will receive all of the traffic currently meant for eToys. eToys.com’s Compete.com rank is 14,059, suggesting the site receives hundreds of thousands of page views each month.

Sources tell us that the judge and debtors have not yet signed off on the deals at the domain auction, but that this should happen soon. [Update 4:58 PM CST: Domain Name Wire has reviewed court documents showing that the judge has approved the purchase. Interestingly, the document claims “The Sales Procedures obtained the highest and best value for the Purchased Assets”. If they give this same line in the other sales, I’d argue it’s not true. Here’s the final asset purchase document including $2.15M amount.] The transcript of the auction should be made public in March, and I’ll post any interesting details in the auction transcript at that time.

One thing’s for sure: the companies that knew about this auction got good deals and didn’t want anyone else to know about it before it took place.