with sportscaster Michelle Beadle as a "Beadle Baby". In February 2011, the baby was featured in an advertisement called "Enzo the Tailor", in which the baby was fitted for a custom-made suit and talked about how his tailor could retire in Tuscany. In January 2013, the company aired an advertisement during Super Bowl XLVII featuring the baby. In the advertisement, the baby focuses on how much money is at stake in 401(k) account fees and offers a better approach: "come to E-Trade, and Save It". On March 21, 2014, the company announced the end of the E-Trade baby via a commercial which aired during the NCAA Division I men's basketball tournament. On February 13, 2022, the baby made a return during a commercial which aired during Super Bowl LVI. See also Ajaxo Inc. v. E*Trade Financial Corp. Merrill Lynch, Pierce, Fenner & Smith Inc. v. Manning, a 2016 Supreme Court case involving naked short-selling claims against E*TRADE and Merrill Lynch, and others, resolved in defendants' favor. References External links 1982 establishments in California 1996 initial public offerings 2020 mergers and acquisitions American companies established in 1982 Companies formerly listed on the Nasdaq Financial services companies established in 1982 Online brokerages American corporate subsidiaries Online financial services companies of the United States Morgan Stanley Companies based in Arlington County, Virginia