The encyclopedia · Finance & Accounting · Financial decision · 1999–2001
eToys was worth $8B on paper — and bankrupt 20 months later
eToys IPO'd in May 1999 at $20 and peaked at $84. It lost $286M on $154M revenue. Bankrupt by March 2001. Toys 'R' Us bought the assets for $10M.
eToys · Toys 'R' Us · 1999-05
What happened
eToys, launched in 1997 from Bill Gross's Idealab incubator, was an online toy retailer that aimed to be the Amazon of toys. Its IPO in May 1999 was a sensation: the stock opened at $20, peaked at $84, and gave the company a market capitalization of $8 billion — more than Toys 'R' Us, which had $11 billion in annual revenue.
The $8 billion valuation was priced on a fantasy. eToys had $154 million in revenue for fiscal year 2000 and lost $286 million. It spent heavily on marketing (including a Super Bowl ad) and built a $50 million distribution center in Virginia. The unit economics were broken: shipping toys cost more than the margin on the toys themselves.
eToys filed for Chapter 11 bankruptcy on 8 March 2001. The stock went from $84 to $0.09. Toys 'R' Us acquired eToys' assets for approximately $10 million — 0.1% of the peak valuation. The company that had been worth more than the largest toy retailer in the world was sold for less than the cost of its warehouse.
Why it happened
- The $8B IPO valuation was priced on growth that required losing money on every order — the more eToys sold, the more it lost.
- Shipping toys is expensive relative to their price; a $20 toy with $8 shipping has no margin at online retail prices.
- The $50M Virginia distribution center was built for a volume that never materialized, creating fixed costs that crushed the company when growth slowed.
- The dot-com IPO window let eToys raise public money on a private-company track record; the market priced a dream, not a business.
The lesson
A market cap is not a business plan. eToys was worth $8B and lost $286M on $154M revenue. The warehouse cost more than the company was sold for.
Aftermath
eToys was liquidated in 2001. Toys 'R' Us acquired the brand and relaunched it as an online store. The eToys case is cited alongside Pets.com and Webvan as a defining example of dot-com excess: companies that confused venture capital validation with customer validation.
Sources
- EBC I, Inc. (formerly eToys Inc.) — Form 8-K, 24 August 2001, filing monthly operating reports with the United States Bankruptcy Court for the District of Delaware. The renaming is the ending in one line: the company that filed was no longer called eToys
- eToys — Wikipedia (IPO May 1999 at $20; peaked $84; $8B market cap; $154M revenue, $286M loss FY2000; Chapter 11 filed 8 March 2001; stock fell to $0.09; Toys 'R' Us bought assets for ~$10M)
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