Baby Chain Auction Ends in Sale of Name & Logo

Bed Bath & Beyond had trouble finding buyers for its Buybuy Baby stores.
As a result, Bed Bath & Beyond ended its auction for the Buybuy Baby business and will instead sell its intellectual property to Dream On Me Industries for $15.5 million.
Dream On Me Industries will acquire the Buybuy Baby name, logo and other intellectual property assets.
Bed Bath & Beyond previously sold its own intellectual property to Overstock.com for $21.5 million.
This strategy allows Bed Bath & Beyond to still make money from the sale without finding a buyer to take over the Buybuy Baby stores.