The E*Trade baby has quit!  The digital broker is saying goodbye to its wise cracking baby and hello to Beanie, the singing cat. 

The new ad debuted during the opening games of the NCAA tournament.  The cat is introduced as the new sidekick, prompting the baby to throw his cell phone and quit 'I'm done. I'm out of here.'



After six years with the ETrade babies, the company is trying to re-image itself. New marketing chief Liza Landsman called the baby 'a wonderful iconic expression' of what the company was, but they want something that better reflects the company's future.

The future is a singing cat?

The ETrade baby made his debut during the 2008 Super Bowl. It became one of the most memorable Super Bowl commercials of all time and sparked several memorable ads.

A new marketing campaign will be launched in the next few weeks.