BuyBuy Baby IP Sold

All 120 BuyBuy Baby stores are closing as its parent company, Bath & Beyond, continues through bankruptcy. But BuyBuy Baby’s brand name will continue in a $15.5 million deal approved on July 11.

The brand’s trademark and digital assets were sold to Dream on Me as a stalking horse bid that has been in the works since last month. The intellectual property includes digital properties, the mobile platform, business data and advertising and marketing assets.