It's bye bye, baby for Super Bowl viewers.

E-Trade has confirmed that, for the first time since 2007, viewers won't be seeing its financially savvy talking baby -- or anything else from the company -- during the big game's telecast on Fox on Feb. 2.

Rich Muhlstock, senior VP-branding and acquisition, said in an email that the company is reallocating media dollars more strategically. "Over the years, E-Trade has built phenomenal brand recognition and equity because our brand is approachable, real and up until this year pretty mass market focused," he said. "Now we're sharpening our focus on key prospects and existing customers. This focus applies to marketing as well."

The decision is not entirely surprising: Earlier this year, E-Trade split from longtime agency Grey New York, which created the chubby-cheeked face of online brokerage back in 2008.

Things have been changing over at the company, which is currently on its seventh chief executive, including interims, since 2007. It also recently hired a new chief marketing officer, Liza Landsman, who, after the divorce from Grey New York, appointed Ogilvy New York as its agency of record.

After reporting dismal numbers earlier in the year and in 2012, it has been looking like things are looking up for E-Trade. The company posted a $47.4 million profit in the third quarter of 2013, compared with a year-earlier loss of $28.6 million.

E-Trade spent $139.5 million on "advertising and market development" in 2012, according to financial filings.

See some of E-Trade's Super Bowl spots below.

"Baby Trading" (2008)

"Wings" (2009)

"Save It" (2013)

Contributing: Jeanine Poggi