June 29, 2007, 12:00 AM

Shutterfly finds personalized books a real page tuner

With its acquisition of Make it About Me, online photo services retailer Shutterfly Inc. is making a bigger push into the market for customized web services and personalized books.

Online photo services retailer Shutterfly Inc. is making a bigger push into the market for customized web services.

The company, No. 93 in the Internet Retailer Top 500 Guide, is acquiring Make it About Me, a publisher of personalized children’s books, for an undisclosed sum.

Make it About Me, which publishes customized children`s books, such as My Adventure on Sesame Street and My Amazing Alphabet Adventures, uses web technology that enables visitors to create a personalized book in about three minutes. Shoppers select a book theme and then upload a picture of the child or individual they would like to see featured in the book. Once they enter the necessary information and finish the process, the personalized book features the child’s picture on the cover and on more than 40 full-color pages. The published book is then picked, packed and shipped to the customer.

“This acquisition increases Shutterfly`s market leadership in the rapidly expanding category of personalized storybooks and photo books," says Shutterfly president and CEO Jeffrey Housenbold.

Shutterfly, which sells other licensed content and themed characters such as Thomas and Friends, Clifford the Big Red Dog and Angelina Ballerina, has made periodic acquisitions to diversify its product mix. In June 2005 Shutterfly acquired Memory Matrix Inc., an engineering company specializing in consumer digital photography.

Shutterfly posted e-commerce revenue of $123.4 million in 2006, up 47% from $83.9 million in the prior year.

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