BabyUniverse to Change Ticker Symbol to KIDS

Company to Open Trading Under the New Symbol Monday, November 5 


DENVER, Nov. 1  /PRNewswire-FirstCall/ -- BabyUniverse, Inc. (NASDAQ: POSHD), today announced its new ticker symbol (NASDAQ:KIDS). The company will open trading under the new ticker on Monday, November 5. BabyUniverse, which just completed a merger with eToys Direct, is a leading eCommerce, eContent and new media company that provides comprehensive online resources for growing families.

"With the merger, our company's commerce and content sites reach parents at every stage of their child's development," said Michael J. Wagner, President and CEO of BabyUniverse. "The new ticker symbol is part of our planned name change to The Parent Company, which we expect to complete in 30 days. The Parent Company name reinforces our commitment to families and the ticker symbol KIDS reflects what's most important to all parents."

BabyUniverse completed its merger with eToys Direct, Inc. on October 12, 2007. The newly combined company is based in Denver.

ABOUT BABYUNIVERSE

BabyUniverse, Inc. (NASDAQ:KIDS) is a leading commerce, content and new media company for growing families. BabyUniverse 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, BabyUniverse has established a recognized platform for the delivery of content and new media resources to a national audience of expectant parents. BabyUniverse is a market-leading digital content and eCommerce company focused on parents. 

DATASOURCE: BabyUniverse, Inc.



CONTACT:  Media, Joan Cear, [phone], , or

Investors: Barry Hollingsworth, [phone], ,

both of BabyUniverse, Inc.



Web site:  http://www.babyuniverse.com/

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