Playmates Named Master Toy Licensee for Viva Piñata

COSTA MESA, October 20: Playmates Toys has been named as the
master toy licensee for Microsoft and 4Kids Entertainment’s new series Viva
Piñata, currently airing on the
Saturday-morning 4Kids TV block
on FOX.

The show is accompanied by an upcoming video game by
Microsoft Game Studios and Rare, Ltd., exclusively for Xbox 360. Playmates will
have the exclusive master toy rights for a full range of products including
interactive and electronic character-based figures, electronic hand held games,
playsets, and role-play items. The initial launch of Viva Piñata toys is expected in the U.S. and Canada by fall
2007.

Al Kahn, the chairman and CEO of 4Kids Entertainment, said
in announcing the deal, "The Viva Piñata franchise has all the earmarks for a successful property, including a
collectible stable of characters with a fresh and innovative storyline that
kids already love.”