Gap Inc. has hired Toby Lenk, founder and ex-CEO of the defunct eToys, as president of Gap Direct. He will oversee the online businesses for Gap, Banana Republic and Old Navy, which are based in San Francisco, as well as the customer call center and online distribution operations in Ohio.

Lenk will report to Gap Inc. president and CEO Paul Pressler. He succeeds Michael Tucci, who resigned.

Lenk founded eToys, one of the pioneers and high-flyers of the dot-com era, in 1997. EToys scaled back dramatically in late 2000 and early 2001 when sales were unable to exceed expenses. After filing for bankruptcy, eToys sold the brand and its inventory to KB Toys in 2001.

Since leaving eToys, Lenk has been involved in venture capital opportunities. Before founding eToys, he was vice president, corporate strategic planning, for The Walt Disney Co.