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Kids Turn Toy News

SANRIO, Inc. Announces Agreement with Toy Partner JAKKS Pacific, Inc.

JAKKS Pacific, Inc.

MALIBU, Calif. --(Business Wire)-- Feb 19, 2009 SANRIO, Inc. has selected leading toymaker JAKKS Pacific, Inc. (Nasdaq:JAKK) as a principal North American Toy Licensee for the Hello Kitty® brand. The extensive new product line from JAKKS™ based on the timeless and beloved character Hello Kitty is expected to launch in Fall 2009.

Under the agreement, products based on Hello Kitty and other SANRIO properties are slated to include figures, playsets, plush toys, indoor and outdoor children’s furniture, seasonal products, interactive toys, and a number of categories related to JAKKS’ award-winning portfolio of girls’ activity brands.

"The Hello Kitty brand is one of the few licenses in the marketplace that is as relevant today as it was 35 years ago,” said Jennifer Richmond, SVP of Licensing and Media, JAKKS Pacific. “We look forward to working with SANRIO to launch a full array of innovative and exciting products to further extend this top brand at retail.”

“Hello Kitty is truly an evergreen brand that has transcended generations,” said Janet Hsu, President, Sanrio Global Consumer Products. “Through our new partnership with JAKKS, we are excited to bring forth a full merchandising program with fresh new products across multiple categories to continue the success of this brand.”

The initial Hello Kitty line-up from JAKKS is slated to include mini figures such as Molded Clip-ons, Urban Figures, quirky and clever collectible figures of Hello Kitty pairs based on the current urban vinyl figure trend, and a Purse Play Set with Small Figures line.

Hello Kitty activities from JAKKS will feature Pen Craft, a line of pens customizable with beads and charms and Hello Kitty String World playsets, a line of activity sets for kids to create their own unique jewelry, room décor and even small dolls using a patented combination of colorful string and glue contained in a pen. The Disco Desktop Speaker is for today’s girl who enjoys bopping along with Hello Kitty.

JAKKS Pacific expects to begin shipping the new Hello Kitty products in Fall 2009 to retailers nationwide.


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About SANRIO
SANRIO develops, distributes and licenses a collection of gift, stationery and fashion accessory items for women of all ages. SANRIO was founded in 1960 based on the concept that a small gift can bring a big smile to a child of any age. Today, over 50,000 Sanrio-branded items are sold in over 70 countries around the world. In the Western Hemisphere SANRIO character-branded products are sold in upwards of 12,000 locations including department, specialty, national chain stores and over 85 SANRIO boutiques. For more information, please visit www.sanrio.com.

About JAKKS Pacific
JAKKS Pacific, Inc. (NASDAQ:JAKK) is a leading designer and marketer of toys and consumer products, with a wide range of products that feature some of the most popular children's toy licenses in the world. JAKKS’ diverse portfolio includes Action Figures, Art Activity Kits, Stationery, Writing Instruments, Performance Kites, Water Toys, Sports Activity Toys, Vehicles, Infant/Pre-School, Plush, Construction Toys, Electronics, Dolls, Dress-Up, Role Play, and Pet Toys and Accessories, sold under various proprietary brands including JAKKS Pacific®, Play Along®, Flying Colors®, Creative Designs International™, Road Champs®, Child Guidance®, Pentech®, Funnoodle®, Go Fly a Kite®, Color Workshop®, JAKKS Pets™, EyeClops®, Plug It In & Play TV Games™, Kids Only® and Tollytots®. JAKKS is an award-winning licensee of several hundred nationally and internationally known trademarks including Disney, Nickelodeon, Warner Bros., World Wrestling Entertainment, Ultimate Fighting Championship, Graco® and Cabbage Patch Kids. JAKKS and THQ Inc. participate in a joint venture that has worldwide rights to publish and market World Wrestling Entertainment video games. For further information, visit www.jakks.com.

This press release may contain forward–looking statements (within the meaning of the Private Securities Litigation Reform Act of 1995) that are based on current expectations, estimates and projections about JAKKS Pacific's business based partly on assumptions made by its management. These statements are not guarantees of future performance and involve risks, uncertainties and assumptions that are difficult to predict. Therefore, actual outcomes and results may differ materially from what is expressed or forecasted in such statements due to numerous factors, including, but not limited to, those described above, changes in demand for JAKKS' products, product mix, the timing of customer orders and deliveries, the impact of competitive products and pricing, and difficulties with integrating acquired businesses. The forward-looking statements contained herein speak only as of the date on which they are made, and JAKKS undertakes no obligation to update any of them to reflect events or circumstances after the date of this release. © JAKKS Pacific, Inc. All Right Reserved.