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Brainytoys ASX Release Little Golden Books Press Release.Doc ASX ANNOUNCEMENT 28 August 2007 PRESS RELEASE CLASSIC MEDIA INTRODUCES PRODUCT COLLECTION TO COMMEMORATE THE 65th ANNIVERSARY OF LITTLE GOLDEN BOOKS Brainytoys Limited (ASX Code: BRT) (Brainytoys) is pleased to announce that Classic Media (Little Golden Books Licensor) has launched a promotional campaign (see attached Press Release) in the US to commemorate the 65th Anniversary of the Little Golden Books Series and its unforgettable characters including The Poky Little Puppy, The Shy Little Kitten, Scuffy the Tugboat, The Saggy Baggy Elephant, The Tawny Scrawny Lion and Tootle. The campaign will feature a number of key Licensees and will feature Brainytoys’ “Tootle Train Depot” - See illustrations this page and next. Brainytoys is also pleased to confirm that it has received approval to manufacture a number of further products based on this very popular brand, with a release of pre- production units for these new products at the Dallas Toy Fair in October. For personal use only ABOUT BRAINYTOYS LIMITED Brainytoys (www.brainytoys.com), headquartered in Perth Western Australia, is a global toy and games Development Company with a growing portfolio of products targeting various segments of the world’s toys and games industry, with an emphasis on electronics and software technology. Listed under the Australian Stock Exchange (ASX) symbol BRT in March 2005 as the first and only public toys and games development issue on the Australian Stock Exchange, Brainytoys is emerging as a highly praised source of creative, innovative, new generation products for the world’s toys and games markets and global consumers. ENDS For further information contact: Alex Aguero, For personal use only Managing Director Ph: (08) 9331 8441 [email protected] 2 FOR IMMEDIATE RELEASE CLASSIC MEDIA INTRODUCES PRODUCT COLLECTION TO COMMEMORATE THE 65th ANNIVERSARY OF LITTLE GOLDEN BOOKS Top-Notch Licensee Roster Will Bring The Poky Little Puppy, The Saggy Baggy Elephant, Tootle and Others to Life in a New Collection of Toys, Apparel, Books and More! PRODUCTS TO ROLL OUT IN STORES NATIONWIDE BEGINNING FALL 2007 New York, NY (August 23, 2007) – To commemorate the 65th Anniversary of Little Golden Books, Classic Media is introducing an all-new merchandising program with licensees Brainytoys Limited, Briarpatch Inc., Galison/Mudpuppy Press, SaraMax Apparel Group, Inc. and CSS Industries, Inc. State-of-the art toys, fashionable apparel, colorful puzzles and other new products will hit retailers in the U.S. and Canada beginning Fall 2007. Random House Children’s Books is set to release several titles also timed to the 65th Anniversary. Product will be available in all channels from book and specialty to mid-tier and mass. Little Golden Books’ endearing storylines and lovable lessons of friendship, sharing and perseverance have been a part of happy childhood memories for generations. In this top-quality collection, unforgettable characters including The Poky Little Puppy, The Shy Little Kitten, Scuffy the Tugboat, The Saggy Baggy Elephant, The Tawny Scrawny Lion and Tootle will come to life. Licensees: · Brainytoys Limited will introduce ‘Tootle Train Depot’ and other state-of-the-art electronic toys based on several of the most popular Little Golden Books characters of all time. · Briarpatch, Inc., a renewal partner, will transform the Little Golden Books tradition into a variety of colorful puzzles and card games including ‘My First A-B-C Alphabet Card Game’. · Galison/Mudpuppy Press will create block puzzles, mini-cube puzzles and first puzzle sets based on favorite Little Golden Books characters such as The Tawny Scrawny Lion and The Shy Little Kitten. · SaraMax Apparel Group, Inc. will launch a line of loungewear, sleepwear, infant layettes and more, turning the timeless brand of Little Golden Books into a fashion statement. · CSS Industries, Inc. will roll out gifting supplies, based on the classic animation style of the original books, such as gift bags, boxes, tags and wrap. “Little Golden Books’ timeless stories are truly part of the cultural fabric of America”, said Nicole Blake, SVP For personal use only Marketing, Classic Media. “We are very proud to have secured these best-in-class licensees to extend the Little Golden Books brand experience into toys, games, apparel and more.” In addition, Random House Children’s Books will release several titles in conjunction with the 65th Anniversary of Little Golden Books: 1 · Golden Legacy: How Golden Won Children’s Hearts, Changed Publishing Forever, and Became and American Icon Along the Way by Leonard S. Marcus (On sale October 23, 2007 / 978-0-375- 82996-3 / $40.00 / All ages). The fascinating, never-before-told account of a company and the mavericks behind it. · The Poky Little Puppy: 65th Anniversary Edition by Janette Sebring Lowery; illustrated by Gustaf Tenggren (On sale 978-0-375-83920-7 / $8.99 / Ages 2-5). A special edition of the beloved classic, now available with additional original art. · 65 Years of Little Golden Books: Little Golden Books Boxed Set (978-0-375-84225-2 / $17.99 / Ages 2-5). A beautiful boxed set brings together the six most popular Little Golden Books of all time: The Poky Little Puppy, Tootle, The Saggy Baggy Elephant, The Tawny Scrawny Lion, Scuffy the Tugboat, and The Shy Little Kitten. About Classic Media Classic Media, an Entertainment Rights group company, owns, controls or manages some of the world’s most recognizable family brands across all media including feature film, television, digital, home video, and consumer products. The Company’s extensive library features a diverse collection of popular animated and live-action characters such as: Casper the Friendly Ghost, Gumby, Lassie, The Lone Ranger, Rocky & Bullwinkle, Rudolph the Red-Nosed Reindeer and Underdog. Visit us online at www.classicmedia.tv. About Golden Books Golden Books is an imprint of the Random House Children’s Books division of Random House, Inc., whose parent company is Bertelsmann AG. Random House Children’s Books is the largest English- language children’s trade book publisher. Creating books for preschool children through young adult readers, in all formats from board books to activity books to picture books and novels, Random House Children’s Books brings together world-famous franchise characters, multimillion-copy series, and top-flight, award-winning authors and illustrators. Random House is the host of www.goldenbooks.com, Golden Books’ official home on the Internet. About Brainytoys Limited Brainytoys (www.brainytoys.com), headquartered in Perth Western Australia, is a global toy and game development company with a growing portfolio of over 50 products targeting various segments of the world’s toy and game industry, with an emphasis on electronics and software technology. Listed under the Australian Stock Exchange (ASX) symbol BRT in March 2005 as the first and only public toy and game development issue on the Australian Stock Exchange, Brainytoys is emerging as a highly praised source of creative, innovative, new generation products for the world’s toy and game markets and global consumers. About Briarpatch, Inc. Briarpatch is loved by families as the creator of games and puzzles for children that promote learning and fun. Briarpatch products have been recognized with more than 175 Best Toy Awards since 1993 by industry experts and foundations such as Dr. Toy, Oppenheim Toy Portfolio, Parents Choice Foundation, National Association of Parenting Publications, The Toy Guy, Canadian Toy Testing Council, and Parents Magazine. Briarpatch has been recognized by Inc. Magazine as "one of the fastest growing private companies in America". Among its best selling products are the I Spy Memory Game and related products, and Thomas the Tank Engine games and new NEMO, Pooh, Princesses, That's So Raven, and Spiderman card and travel games. In 2005 Briarpatch entered the family game category with the blockbuster hit, Da Vinci's Challenge. For personal use only About Galison/Mudpuppy Press Galison was founded in 1979 to work with museums to make their imagery widely available in the form of well-designed and manufactured paper products. Are products now include boxed notecards, fine art stationery, greeting cards, personalized Christmas cards (for individuals and businesses), note cards, journals, gift products and most recently our home office line. Mudpuppy Press was launched 2 in 1992. From an early specialization in puzzles, we expanded to our current offering of puzzles, journals, diaries, educational games, toys, and stationery for children and the young at heart. About SaraMax Apparel Group, Inc. SaraMax Apparel Group, Inc. is a leading supplier of underwear, loungewear, sleepwear and baby wear to mass market, mid market, regional and specialty retailers, with sales in excess of $200 million. Recognized as a market innovator and respected for its creative talent, SaraMax has successfully launched many new product lines including national brands such as MaryKate & Ashley, Danskin Now, XOXO, Angels So Sweet, Disney, Superman, Batman and Lil Bratz. SaraMax is also the primary vendor for many private label brands at mid and mass. About CSS Industries, Inc. CSS is a consumer products company primarily engaged in the design, manufacture, procurement, distribution and sale of seasonal and all occasion products, principally to mass market retailers. These products include gift wrap, gift bags, gift boxes, boxed greeting cards, gift tags, decorative tissue paper, decorations, classroom exchange Valentines, decorative ribbons and bows, Halloween masks, costumes, make-up and novelties, Easter egg dyes and novelties, and craft and educational products. ### For further information contact: Amanda Cortese Classic Media 212.659.1993 [email protected] Alex Ageuro Brainytoys Limited 61 (08) 9331 8441 [email protected] Lisa Orman Kidstuff Public Relations (for Briarpatch, Inc.) 608.767.1102 [email protected] Brenda Bell Galison/Mudpuppy Press 212.354.8840 x200 [email protected] Eddie Essese SaraMax Apparel Group, Inc. 212.842.4000 [email protected] Steven Cohen CSS Industries, Inc. 212.675.3900 x12 For personal use only Christine Labov Random House Children’s Books 212.782.9677 3 .
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