Apparently, babies do get old.
ETrade (ETFC) recently retired its long-running ad campaign featuring a talking baby boy telling people how easy it is to invest.
The company's official line is that the child star quit.
There's even a web site marking the milestone, babyquits.com, which redirects you to a Facebook page showing an out of office sign on the baby's crib.
Over the years, the baby, who was never given an official name, talked stocks and traded with everyone from other babies to cats.
The wee lad typically sat in a high chair and had a voiceover with a know-it-all attitude that Sheldon Cooper or Hermione Granger would probably envy.
The concept was simple: investing is so easy, even an infant can do it.
Last week, ETrade unveiled its new ad: Are you Type E*?
The opening commercial looks like a promo for a Broadway show with all the singing and dancing.
"I know a thing about an IRA. I know the tools to do it my way," the jingle begins.
Characters -- all adults this time -- pose as astronauts, waiters, doctors and businesswomen and groove to a chorus of "That's why I'm type E."
Kevin Spacey is going to be part of the second phase of the company's new ad campaign. It would be fun if he played a villain along the lines of Francis Underwood from "House of Cards" or spoiler alert! ... Keyser Soze.
But we're still not sure we get the whole Type E thing. It's supposed to be a play on the notion of a personality or blood type.
Still, it's hard not to watch the commercial and wonder if you have to dance like a moron to invest in the market.
Readers, we're asking you: is this worse than the baby?
E*Trade shares sank Thursday after the online brokerage said one of its biggest investors would sell its stake.
Chicago based hedge fund Citadel plans to sell more than 27 million E*Trade shares in a sale set to occur next week.
That sent shares of E*Trade (ETFC) down 7.5% to $10.93 in afternoon trading.
The news that Citadel was selling its 9% stake in E*Trade signaled to investors that the brokerage will not be MOREBen Rooney - Mar 14, 2013 3:35 PM ET
E*Trade is looking for a new chief executive.
The online brokerage firm said Thursday that CEO Steven Freiberg has left the company as it works on strengthening its financial position. Last month, E*Trade reported a 24% drop in second-quarter earnings to $35.9 million, or 14 cents per share.
The company did not say why Freiberg left the company but E*Trade has been struggling for years with losses on mortgage-related assets and the continued MOREBen Rooney - Aug 9, 2012 1:22 PM ET
Nasdaq is going to spend $40 million to compensate for trading losses caused by glitches during Facebook's stock market debut last month, but that doesn't mean much for small investors who got burned.
Most average investors put in orders for Facebook shares on opening day through brokerages like Fidelity, Charles Schwab (SCHW) and Scottrade, but those firms aren't direct recipients of Nasdaq's payout.
"Nasdaq's accommodation program is an agreement between the exchange and its MOREHibah Yousuf - Jun 7, 2012 11:00 AM ET
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