Childs Play Communications

CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

Posted in Press Releases on February 5th, 2012

Contact:

Julie Livingston

Child’s Play Communications

(212)488-2060 x 12

jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

GUND™TO ITS CLIENT ROSTER

NEW YORK, NY, February 6, 2012 – Child’s Play Communications, the award-winning public relations agency specializing in reaching moms, is delighted to announce the addition of GUND, a leading manufacturer of plush toys, to the company’s client roster.

“We are so pleased to be working with GUND, one of our favorite toy companies,” commented Stephanie Azzarone, president, Child’s Play Communications. This is not the agency’s first time with the well-known maker of teddy bears and other soft toys. “We had the wonderful opportunity to represent GUND for its Centennial Anniversary some years ago and are delighted to once again be creating visibility for the company.”

Child’s Play Communications will be responsible for creating press turnout for GUND at Toy Fair and implementing a year-long mom-blogger outreach program for the company’s babyGUND line.

“We selected Child’s Play Communications because of our positive earlier experience with the firm and because of its depth of experience promoting toys and marketing to moms,” said Bruce Raiffe, president of GUND. “The relationships Child’s Play has with moms in social media will be invaluable in communicating the quality long associated with our brand and introducing new moms to our heritage through babyGUND.”

Located in New York City, Child’s Play Communications specializes in public relations, social media and word-of-mouth communications for products and services targeted to moms.

Child’s Play Communications

About GUND®:

GUND, a division of Enesco, LLC, is known worldwide for its top quality, soft and huggable plush designs and gift products. Award-winning GUND products appeal to all ages, from infants up, and are perfect for both play and collecting. The 113-year old company is based in Edison, New Jersey, and distributes throughout the United States and Canada as well as in Europe, Japan, Australia and South America. GUND products may be found in gift, specialty, toy, book, museum and department stores and many other retail outlets. To find your nearest retailer, visit www.gund.com.

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CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

Posted in Press Releases on January 23rd, 2012

Contact:

Julie Livingston

Child’s Play Communications

(212)488-2060 x 12

jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

RRKIDZ AND READING RAINBOW TO ITS CLIENT ROSTER

NEW YORK, NY, January 23, 2011 – Child’s Play Communications, the award-winning public relations agency specializing in reaching moms, is thrilled to announce the addition of LeVar Burton’s RRKidz to the agency’s client roster. Child’s Play will launch RRKidz, re-launch the company’s much loved Reading Rainbow brand, promote the Reading Rainbow classic library of episodes (DVD and streaming) and announce the Reading Rainbow Kidz App, the first of RRKidz’ many innovative products and services to debut starting in 2012.

Originally a TV series designed to inspire a love of reading among young children, the Peabody Award-winning Reading Rainbow ran for 26 years on PBS (1983-2009) and was co-produced and hosted by actor LeVar Burton. RRKidz, a trans-media entity bringing enrichment products to the children’s digital space, is run by Burton, Co-Founder, entertainment veteran Mark Wolfe and CEO Asra Rasheed. RRKidz will bring Reading Rainbow to today’s digitally connected children beginning with a reading and book discovery app initially launching for iPad in early 2012. Child’s Play Communications will generate awareness for the return of Reading Rainbow and the Reading Rainbow Kidz app through an extensive traditional and social media campaign, kicked off with a major New York City event.

RRKidz’ goal is to become not only the leader in digital publishing for children, but also a major, multi-platform, kids’ educational and enrichment brand – one that delights children while maintaining parents’ devotion and trust. The company is located in Los Angeles, CA.

“As major Reading Rainbow fans, we can’t wait to help introduce Reading Rainbow to a new generation of children, and re-introduce it to their parents, who grew up watching the show,” said Stephanie Azzarone, president, Child’s Play Communications. “Today’s moms and dads will now have the opportunity to share those special memories and that feel-good Reading Rainbow experience with their own youngsters.”

“Child’s Play Communications, with its powerhouse experience in reaching moms and their children, is the ideal partner to help us re-launch Reading Rainbow and develop the RRKIDZ brand,”said Wolfe. “We’re looking forward to a very productive relationship with this innovative and exciting company.”

Located in New York City, Child’s Play Communications specializes in public relations, social media and word-of-mouth communications for products and services targeted to moms.

Child’s Play Communications

RRKidz

RRKidz (www.RRKidz.com) provides an enriching interactive platform for children to discover and explore exceptional digital media content that is both educational and entertaining. Headquartered in Los Angeles with an office in San Francisco, RRKidz holds global rights to the trusted Reading Rainbow brand through a partnership with series creator, WNED-TV, a premier PBS station, based in Buffalo, NY. The Reading Rainbow Kidz subscription app, designed to instill a lifelong love of reading, will be available via the iPad and select Android operating system devices.

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CHILD’S PLAY COMMUNICATIONS EXPANDS SOCIAL MEDIA DIVISION,

Posted in Press Releases on November 8th, 2011

CHILD’S PLAY COMMUNICATIONS EXPANDS SOCIAL MEDIA DIVISION,

ANNOUNCES NEW DIRECTOR

NEW YORK, NY,November 8, 2011 – Debbie Bookstaber, an online marketing expert and leading mom blogger, has been named Acting Social Media Director of Child’s Play Communications.

Child’s Play specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. The agency has been deeply involved in the social media space for several years and has won a number of awards for its proprietary social media programs.

Bookstaber will be joined by Tracy Aboudiwan, as Social Media Specialist.

Debbie Bookstaber With more than a decade of experience in online marketing, business development, product management and affiliate marketing, Bookstaber has worked with noted brands including Expedia and Travelocity and has counseled numerous PR firms and Fortune 500 companies on blogger relations and effective social media strategies. Her clients have included ASTRA (American Specialty Toy Retailing Association), Corolle, Steiff, WebmasterRadio.fm, RosieHippo.com, Scandinavian Child, and several other specialty toy or luxury brands. She was most recently VP of Strategy and Business Development at The JAR Group, where she was responsible for the launch of its affiliate marketing and social media programs.

In addition, Bookstaber is theblogger behind Mamanista.com, a popular product review blog for moms. With Candace Lindemann, she co-founded Bloganthropy.org, a non-profit organization that empowers bloggers to become philanthropic leaders in their communities. Many of the most influential mom bloggers have joined the organization’s advisory board. In 2010, Bloganthropy teamed up with Child’s Play to create the annual Bloganthropy Awards, which recognize women who use social media to support a good cause.

Bookstaber is a frequent speaker on the changing social media landscape at major conferences, including BlogHer 2011, SheCon 2011 and Type-A Mom Conference 2011. She graduated Magna Cum Laude and Phi Beta Kappa from Yale University with a Bachelors and Masters in History.

Bookstaber will spearhead social media strategy and initiatives for Child’s Play clients.

Tracy Aboudiwan

A graduate of Boston University with a Masters in Marketing from London’s Webster Graduate School at Regent’s College, Aboudiwan has worked for public relations agencies including Burson-Marsteller’s London office and Susan Magrino Agency and M. Silver Associates in New York. Her responsibilities have included both traditional public relations and social media management. Aboudiwan will be responsible for day-to-day implementation of blogger outreach and social network opportunities.

About Child’s Play Communications

Contact: Julie Livingston

jl@childsplaypr.com

(212) 488-2060 Ext. 12

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Child’s Play Communications Adds My Twinn To Client Roster

Posted in Press Releases on July 19th, 2011

NEW YORK, NY, July 19, 2011 – Child’s Play Communications, the award-winning public relations agency specializing in reaching moms, is pleased to announce the addition of My Twinn to the company’s client roster. The agency will manage the company’s traditional and social media efforts.

“My Twinn customizable, one-of-a-kind dolls recreate a child’s likeness in striking detail, down to the last freckle,” said Stephanie Azzarone, president, Child’s Play Communications. “With our focus on marketing to moms and our extensive experience in promoting toys, we look forward to expanding awareness of the My Twinn brand and launching its new products.”

“Finding an agency that knows how to speak directly to moms was of paramount importance to us in increasing brand awareness,” explained Craig Currie, Sr. Vice President, My Twinn. “We have great confidence in Child’s Play Communication’s ability to generate excitement among these highly selective consumers.”

Located in New York City, Child’s Play Communications specializes in public relations, social media and word-of-mouth communications for products and services targeted to moms.

My Twinn is the leading creator of one-of-a-kind personalized dolls since 1993. Designed to look like children age 3-12, handcrafted My Twinn dolls are cuddly companions today and cherished keepsakes in the years to come. To learn more, visit www.mytwinn.com.

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Contact:

Julie Livingston

Child’s Play Communications

(212)488-2060 x 12

jl@childsplaypr.com

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MAM USA Names Child’s Play Communications as Agency of Record

Posted in Press Releases on April 18th, 2011

Contact: Julie Livingston

Child’s Play Communications

(212) 488-2060 x 12

jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

MAM USA TO ITS CLIENT ROSTER

− Leading Baby Care Brand Names Boutique Firm as Agency of Record −

April 14, 2011, New York, NY – Child’s Play Communications, the award-winning public relations agency specializing in reaching moms, is pleased to announce the addition of MAM USA to the agency’s client roster. MAM USA, the leading designer brand for baby care products, will retain the agency’s services for traditional media relations, social media relations and mom-targeted word-of-mouth programs.

“We are proud to welcome MAM USA to the Child’s Play family,” said Stephanie Azzarone, president, Child’s Play Communications. “The baby care category is extremely competitive, and MAM stands out as an industry leader in design and innovative technology. We are thrilled to be working with them and look forward to a long and successful partnership.”

“Child’s Play Communications is a well known and respected agency and we are thrilled to have appointed them to represent us. To be joining forces with such an innovative team with amazing experience and expertise targeting our consumers is fantastic. 2010 was an incredible year of growth for MAM, and we believe this partnership will position us to continue to grow the MAM business, to take our branding to new levels, and ultimately reach our consumers in many new ways,” said Christine Poppy, vice president, marketing, MAM USA.

As MAM USA’s agency of record, Child’s Play Communications will focus on publicizing the brand’s line of bottles, teethers, pacifiers and oral care products. The agency was selected after an extensive competitive search. A team of six will work on the account.

About Child’s Play Communications

Child’s Play Communications specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency has launched an exciting array of proprietary services to engage this influential market through traditional media, online and in-person, including the award-winning Team Mom™, the agency’s network of mom review-bloggers. Recent company awards have included PR Innovation of the Year (2009) and Social Media Innovator of the Year (2010). Clients have included Warner Bros. Consumer Products, Nickelodeon, Hasbro, Toyota, Cold Stone Creamery, Cuisinart, EMI Music, Hewlett Packard, Cookie Jar Entertainment, MEGA Brands, Spin Master, Parents magazine and Sylvan Learning Center, among other leading brands. For additional information, please visit our Web site (www.childsplaypr.com), our blog (www.mommarkettrends.com), like us on Facebook (www.Facebook.com/ChildsPlayCommunications), or follow us on Twitter (@ChildsPlayComm).

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Child’s Play Communications And Bloganthropy.org Announce Second Annual Bloganthropy Awards

Posted in Press Releases on April 8th, 2011

CONTACT:     Julie Livingston
                         Child’s Play Communications
                          212-488-2060 X 12
                          jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS AND BLOGANTHROPY.ORG
ANNOUNCE 2^nd ANNUAL BLOGANTHROPY AWARDS,
RECOGNIZING BLOGGERS WHO GIVE BACK
April 7, 2011, NEW YORK, NY – Child’s Play Communications and Bloganthropy.org have announced the launch of the Second Annual Bloganthropy Awards, to honor women who raise awareness for a good cause through social media.
Nominations and event sponsorships are now being accepted.
Child’s Play Communications specializes in connecting companies with moms, through public relations, social media and word of mouth communications. Bloganthropy.org empowers bloggers to become philanthropic leaders in their communities.
Katherine Stone, the blogger behind Postpartum Progress, received the first Bloganthropy Award, which was presented in August 2010 at an event hosted by Child’s Play. Following the birth of her child, Stone’s own feelings of fear and isolation prompted her to create Postpartum Progress, now the most widely read blog in the United States on postpartum depression and other mental illnesses related to pregnancy and childbirth. She received an honorary plaque, a cash prize and a $1,000 donation to her cause. In addition to Stone, four finalists were acknowledged for their unique contributions to the blogosphere. They were: Kristine McCormick, Cora’s Story; Maggie Ginsberg-Schutz, Violence Unsilenced; Debbie Dubrow, Michelle Duffy, Pam Mandel and Beth Whiteman, Passports With Purpose, and Megan Jordan, Velveteen Mind. All were featured on Bloganthropy.org.
“We are so impressed by bloggers who use social media to do good,” said Stephanie Azzarone, president, Child’s Play Communications. “Through the Bloganthropy Awards, we can help recognize and reward them for those efforts.”
“It is remarkable what bloggers can accomplish in raising awareness for meaningful causes,” added Debbie Bookstaber, co-founder, Bloganthropy.org. “We look forward to once again acknowledging these talented women.”
The 2011 Bloganthropy Awards winner will be announced on Friday, June 24th in Asheville, North Carolina, at a special event held during the Type-A Parent Conference, attended by bloggers from across the country.   Bloganthropy founders Debbie Bookstaber and Candace Lindemann, along with the Bloganthropy Advisory Board, Child’s Play Communications president, Stephanie Azzarone, and the company’s Team Mom™ blogger-network Director, Marie Baker, will consider all qualified candidates and select the winner.
The deadline for nominations is Friday, May 6, 2011. To nominate a blogger for a Bloganthropy award, please visit: http://www.bloganthropy.org/awards/blogger-of-the-year-nomination-form/
2010 Bloganthropy Awards sponsors included Procter & Gamble’s Good Health, for the Award itself, and industry leaders such as Baby Boom, The California Strawberry Commission, Cold Stone Creamery, Cuisinart, Giddy Up, Hershey’s, Kraft, K’NEX, Nickelodeon, Summit Toy and Toyota for the presentation ceremony.
To become a sponsor of the 2011 event, please contact Julie Livingston at (212) 488-2060 x 12 or jl@childsplaypr.com or visit: http://www.childsplaypr.com/services/bloganthropy_awards.cfm
About Bloganthropy.org
Bloganthropy.org aims to empower bloggers to become philanthropic leaders in their communities. The annual Bloganthropy Awards recognize those who have made a difference by using social media to effectively promote a cause or charity.
About Child’s Play Communications
Child’s Play Communications specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency has launched an exciting array of proprietary services to engage this influential market through traditional media, online and in-person, including the award-winning Team Mom™, the agency’s own network of mom bloggers. Recent company awards have included Social Media Innovator of the Year (2010) and PR Innovation of the Year (2009). When it comes to marketing to moms, Child’s Play Communications is the agency to call. For more, visit www.childsplaypr.com.
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1 IN 4 U.S. SOCIAL-MEDIA MOMS REPORT PURCHASING KIDS’ PRODUCTS

Posted in Press Releases on December 13th, 2010

1 IN 4 U.S. SOCIAL-MEDIA MOMS REPORT PURCHASING KIDS’ PRODUCTS
BASED ON ONLINE RECOMMENDATIONS
–79% of All U.S. Moms with Kids Under 18 Are Now Active in Social Media–
New York, NY, December 13, 2010 - According to a new study commissioned by Child’s Play Communications from The NPD Group Inc., a leading market research company, 79% of all moms in the U.S. with children under the age of 18 are active in social media Of these moms, about one in four (23%) said they have purchased a children’s product as a result of a recommendation from a social networking site or blog.
“Social Media Moms: How Networking Impacts Purchasing Behaviors” probes into the behaviors and opinions of active social media moms, defined as moms who currently belong to a social networking site and/or write, read or comment on blogs. Based on responses from a sample of more than 2,000 active social media moms, it is evident that online recommendations have even more impact among the most frequent social media users: 43% of active social media moms who use these sites on a daily basis have purchased a children’s product as the result of a recommendation from these sites.
According to Stephanie Azzarone, president, Child’s Play Communications, “We specialize in connecting companies with moms and know from our experience how social media can influence their purchasing decisions. The NPD research validates that and provides new insight into the process. Clearly, moms nationwide are making purchasing decisions as a result of the information and advice other moms are providing through social media.”

Active social media moms who purchased a children’s product based on a social media recommendation said that, on average, they did so five times in the past year. More than half (55%) of these moms said they made their purchase because of a recommendation from a personal review blog and 40% from a Facebook recommendation.

“Social media has become an enormous influence on purchasing, and savvy marketers have certainly begun to embrace this vehicle when messaging to moms,” said Anita Frazier, Industry Analyst for The NPD Group. “But many marketers have yet to fully realize the potential of social media and the power of peer group recommendations, which means more opportunities are on the horizon.”
The NPD Group fielded an online survey to members of NPD’s online panel and to members of the Child’s Play Communications online panel. The two different sources provided data to create both a holistic view of U.S. moms and their interaction with social media, as well as a deep-dive into the behaviors and preferences of social media moms.
The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit http://www.npd.com/, or follow us Twitter at https://twitter.com/npdgroup.
Child’s Play Communications
Child’s Play Communications specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency has launched an exciting array of proprietary services to engage this influential market through traditional media, social media and word-of-mouth communications, including the award-winning Team Mom™, the agency’s own network of mom review-bloggers. Recent company awards have included PR Innovation of the Year (2009) and Social Media Innovator of the Year (2010). For more information, call (212) 488-2060 or visit www.childsplaypr.com.
Media Contact for The NPD Group:              Media Contact for Child’s Play Communications:
David Riley                                                     Marie Baker
david.riley@npd.com                                      mb@childsplaypr.com
                                                                        (212) 488-2060 x 14

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CHILD’S PLAY COMMUNICATIONS TO STAGE ITS FIRST HOLIDAY BLOGGERS BRUNCH DURING CHICAGO TOY & GAME FAIR (CHITAG)

Posted in Press Releases on October 28th, 2010

Contact: Julie Livingston, Child’s Play Communications

(212) 488-2060 X 12, jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS TO STAGE ITS FIRST HOLIDAY BLOGGERS BRUNCH DURING CHICAGO TOY & GAME FAIR (CHITAG)

TOP CHICAGO BLOGGERS SHARE PERSPECTIVES ON WORKING WITH BRANDS AND GET FIRST LOOK AT HOT HOLIDAY PRODUCTS

New York, NY, October 26, 2010 – Child’s Play Communications, specialists in connecting companies with moms, will hold its fifth major blogger event, a Holiday Bloggers Brunch, during the Chicago Toy & Game Fair (ChiTAG), in Chicago on Saturday, November 20^th. This unique event will bring together leading brands with top Chicago mom bloggers during the weekend prior to Thanksgiving and the kick-off to holiday shopping.

The program will begin with a morning panel discussion, Marketing to Moms In Social Media: How to Most Effectively Promote Your Brand, featuring leading Chicago area bloggers including: MJ Tam, Editor, Chicagonista.com; Kris Cain, LittleTechGirl; Maria Ramos, MyChicagoMommy, and Amy Mueller, ParentSphere. The panel will be moderated by Stephanie Azzarone, president, Child’s Play Communications, and blogger, MomMarketTrends.

A brunch buffet and exhibits will follow for the bloggers and sponsors, featuring 10 major brands such as Playtex Baby, MEGA Brands, Cold Stone Creamery, Toy State and Restaurant.com, among others. Mary Kay Cosmetics will provide pampering services to the attending bloggers.

“Our Holiday Bloggers Brunch provides companies with the perfect opportunity to form personal relationships with influential mom bloggers,” explains Azzarone. “Moms continue to use social media as a prime resource for product recommendations and it is increasingly important for brands to cultivate and foster these relationships.”

The event, to be held in the Lakeside Terrace Room at the Navy Pier in Chicago, will include product previews and demonstrations, tastings, raffle prizes, and ample time for one:one meetings between bloggers and exhibitors.

Social media is a major focus at Child’s Play Communications, which has specialized in connecting brands with moms for more than 20 years, through traditional public relations, social media and/or word of mouth communications. In addition to the Holiday Bloggers Brunch, the agency offers award-winning proprietary services focused on engaging consumers through online and social media. These include Team Mom, the agency’s own team of mom review-bloggers, who have agreed to post about Child’s Play clients’ products and services on an ongoing basis, and Web Mom Directory, an extensive and exclusive source of parenting websites, blogs, ezines, podcasts and electronic newsletters.

For more information about the Holiday Bloggers Brunch, including photos and video from past events, or to learn more about Child’s Play Communications’ social media programs including Team Mom, visit www.childsplaypr.com, or contact Julie Livingston at 212-488-2060 x12 or jl@childsplaypr.com.

Child’s Play Communications

Child’s Play Communications specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency offers an exciting array of proprietary services to engage this influential market through traditional media, online and in-person, including the award-winning Team Mom™, the agency’s own network of mom review-bloggers. Recent company awards have included PR Innovation of the Year (2009) and Social Media Innovator of the Year (2010).

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CHILD’S PLAY COMMUNICATIONS ADDS

Posted in Press Releases on June 29th, 2010

June 28^th, 2010, New York City—Child’s Play Communications announced today that it is the new agency of record for the following clients: Summit Toys, makers of the Backyard Safari Outfitters and Zillionz brands; Toy State, manufacturer of lights and sounds vehicles including the Road Rippers and CAT-licensed brands, and The Shred Sled, makers of a dual deck caster board. The New York-based public relations firm specializes in reaching moms, using traditional media, social media and word-of-mouth.

“We are delighted to welcome our new toy industry clients,” said Stephanie Azzarone, president. “Obviously, toys are a product category of great interest to moms, and we look forward to helping these companies solidify their engagement with this critical market.”

The agency has a long history representing toy companies. Clients have included Hasbro, K’NEX, Elmer’s (and its Giddy Up division), Spin Master and JAKKS Pacific, among many others. Azzarone moderated a panel discussion at the 2010 Toy Fair, entitled, Connecting With Moms In Social Media — Blogs, Twitter and Facebook, which featured representatives from toy clients K’NEX and Hidden City Games, as well as several noted mom bloggers. She was named 2010 Social Media Innovator of the Year by Bulldog Reporter.

To build its toy industry clientele, Child’s Play recently named Julie Livingston, former Senior Director, Public Relations, Toy Industry Association, as its Director, Business Development and Accounts. Livingston oversaw industry communications as well as product and event-related publicity for American International Toy Fair and the Toy of the Year Awards. Previously, she was a Director, Corporate Communications at Scholastic, the children’s publishing and entertainment company.

Child’s Play Communications

Award-winning Child’s Play Communications is the leading agency specializing exclusively in connecting companies with the highly influential mom market. For more than 20 years, Child’s Play has offered a broad range of strategic services targeted to the way moms live, including public relations, one on one contact and since 2006, social media. The agency has won numerous awards for Team Mom™, its proprietary network of mom review-bloggers, Along with dozens of toy companies, Child’s Play has represented other leading brands, including Warner Bros. Consumer Products, National Geographic’s Kids Entertainment, Universal Motown, Sylvan Learning Center and Parents magazine.

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Toy State Fuels 4th Quarter Excitement with New Road Rippers R/C and Cat Preschool

Posted in Press Releases on June 24th, 2010

Contact: Julie Livingston/Angela Vince

Child’s Play Communications

212-488-2060

jl@childsplaypr.com

av@childsplaypr.com

TOY STATE^® FUELS 4^th QUARTER EXCITEMENT WITH

NEW ROAD RIPPERS^® R/C LINE AND CAT^® PRESCHOOL EXPANSION
Lights & Sound Action Fosters Role Play Fun

Norwood, MA, June 24, 2010 - Toy State^®, a leading manufacturer of lights and sound toys, is making significant additions to its popular Road Rippers^® and licensed Caterpillar^® collections in the boys’ vehicles and preschool toy categories, while also launching two key brand extensions: Road Rippers R/C and Ripp’s Garage.

Known for their major vehicle licenses, popular licensed music, multiple play features and best-in-class “try-me” functions, Toy State products are engineered to capture the look and feel of real cars and hardy construction trucks. Toy State vehicles and machines are high quality, value-priced and packaged with a slew of “try-me” features. Strong enough to handle rough and tumble play, the Road Rippers and Caterpillar brands are just right for boys ages 3-7.

Road Rippers^®

The biggest news this year in the Road Rippers line is the launch of Road Rippers R/C, featuring radio-control vehicles.

Motor Muscle: This new line of classic 1960s and 70s muscle cars offers full-function radio control features. Each classic car includes its own uniquely styled remote controller that incorporates design cues pulled from the actual vehicle. A popular classic tune from the same time period is contained in each controller. Models include the 1967 Corvette Stingray, 1969 Dodge Daytona, 1971 Dodge Super Bee and 1970 GTO Judge. Age: 7+. Suggested retail price: $35.

Mobile Command: This R/C line offers full-function radio control versions of popular licensed sports cars, with lights and sound features incorporated into the walkie talkie-themed controller. Each controller includes music, vehicle sounds and driver vocals. Vehicle styles include Dodge Challenger and Dodge Viper. Ages: 7+. Suggested retail price: $35.

In the traditional (non-radio control) Road Rippers line, 2010 highlights include:
Lightning Rods: Chevy Camaro and Dodge Viper replicas feature light-up, oversized authentic engines, offset by an internal spinning light show, sounds and fun tunes. Ages: 3+. Suggested retail price: $15.
Wheelie Poppers: For boys looking for a rockin’ good time, there are Wheelie Poppers, a colorful motorized racing car series with music, lights and life-like motorized wheelie action. Ages: 3+. Suggested retail price: $15.
Wheelie Bikes: For motorcycle enthusiasts, Toy State offers Wheelie Bikes, a fleet of souped-up Kawasaki models that rise high with the push of a button. Ages: 3+. Suggested retail price: $15.
Secret Service: Disguised as an average car and SUV, the Secret Service assortment packs some undercover power. Push a button and it transforms to unlock major artillery: each weapon lights up and has its own unique sound effects. Retract the weapons and the free-wheeling vehicle is off to the next high speed chase. Ages: 3+. Suggested retail price: $10.

Flash Rides: These new free-wheeling vehicles are styled with various lights and sounds features that are sure to thrill any young child. This new assortment comes with a variety of vibrant colored vehicle models for children to choose from, including motorcycles, trucks, SUVs and more! Ages: 3+. Suggested Retail Price: $10.

Ripp’s Garage

Also new this year is Ripp’s Garage, named after Toy State’s iconic character, Ripp—an ace racing car driver. The Mini Remote Control assortment is comprised of radio control racers armed with a hand-held or tethered remote controller; “Turn & Burn” models have side-winding mechanical driving action; push down on the cab of Mud Runners to rev up life-like motorized driving action and pump the spoiler on Power Wings and watch ‘em take off! Ages: 3+. Suggested retail prices from $1.50 to $10.

Caterpillar^®

In 2010, Toy State is also expanding its Caterpillar licensed collection, with a special focus on its Cat Preschool line. Young children will be drawn to the authentic look and feel of each model machine, which emulate the details, motion and scale of real Cat machines seen on major construction sites. For moms looking to encourage open-ended play, the Cat Preschool line provides tremendous value and hours of role-playing fun.

Cat Preschool highlights include:

E-Z Machines R/C: Now, young machine enthusiasts can experience the “feel of real” with Cat E-Z Machines, a new preschool R/C collection with an easy-to-operate, one-button remote controller—a perfect “first” remote control toy. Available in two models, including the Cat Dump Truck and Wheel Loader, kids press the singular remote button and the machine bolts forward; release the button and it spins. The remote also activates an elevated, motorized bucket and dump bed. Ages: 2+. Suggested retail price: $10.
Cat Playsets: Encouraging role play has never been more fun with these “build and play” sets that allow children to create their own construction sites. Each set features “real life” construction site sound effects, music and fun vocal phrases.
·        Bridge Builder Playset: The Cat “Build & Play” set is perfect for young builders. Children will love operating the free-wheeling Cat machine and “working” cement mixer that allows kids to create their very own bridge. Ages: 3+. Suggested retail price: $10.
·        Mining Playset: Now little ones can experience the real life duties of a Cat mine worker. This exciting set includes one “working” rock crusher and a free-wheeling Cat machine. Ages: 3+. Suggested retail price: $10.
·        Shipping Port Playset: The Cat Shipping Port Playset comes packed with cool features. This moving set is complete with two free-wheeling Cat machines and a freight ship. The “working” gantry and container cranes move around the port station, creating hours of fun for children. Ages: 3+. Suggested retail price: $20.
“Retailer response to the new Road Rippers and Cat Preschool lines has been excellent,” says Will Coleburn, Senior Vice President, Toy State. “The multiple ‘try-me’ features in these new line extensions demonstrate the extensive play value of our toys to mom,” he added.
4th Quarter Marketing Plans

Toy State plans a robust fourth-quarter advertising program to build awareness of its Road Rippers and Cat Preschool lines and drive traffic to its consumer site, My Motor Island. Toy State will also continue its award-winning 2009 digital advertising campaign, named the Best Toy and Hobby Online Campaign by the Web Marketing Association. In addition, Toy State products will be featured in mass retail advertising circulars and catalogs. A major in-store merchandising plan includes end cap displays, box-outs, clip strips and point-of-sale signage. The company will also launch a social media campaign aimed at moms, showcasing the play value inherent in the Road Rippers and Caterpillar brands.

Toy State products are available at Wal-Mart, Target, Toys“R”Us and Kmart stores nationwide, as well as other mass market retail outlets in Canada and Europe.
About Toy State

Founded in 1987, Toy State is an innovator and an industry leader in the manufacture of licensed and highly stylized lights and sound vehicles. Toy State’s core portfolio includes Road Rippers^® lights and sound vehicles, as well as Caterpillar^® and Cat Preschool^® lights and sound construction toys. Working in-step with the world’s leading automakers, Toy State products provide hours of enjoyment for kids of all ages. For more information, visit www.toystate.com.

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