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New Disney Princess Doll & Fashion Line Designed For Older Girls Launches In Time For the Holidays

Disney Princess & Me Doll - AuroraThe Princess & Me dolls brings the classic Disney Princess characters into a contemporary world that girls can relate to and share royal adventures with. The new line of beautifully sculpted 18” scale “friend” dolls are all about fashion with a variety of outfits and accessories. (Manufacturer: Jakks) New Princess & Me Lifestyle Brand from Disney and JAKKS Pacific Extends Disney Princess Stories into Girls' Everyday Moments

Glendale and Malibu, CA — September 22, 2010 — Disney Consumer Products and JAKKS Pacific, Inc. (Nasdaq: JAKK) introduce the new Princess & Me lifestyle brand of large "friend" dolls inspired by beloved Disney Princess characters, now available at Toys"R"Us stores nationwide. The new collection creates a world where girls can deepen their friendship with their favorite Disney Princess characters through an all new assortment of beautifully sculpted 18" scale dolls, fashions, accessories and dress-up that appeal to a slightly older Disney Princess fan (girls ages 5 — 8). Beloved as a lifestyle brand for girls around the world, Disney Princess ranks among the top choices for dolls and girls role play in the United States.¹ Already a leading brand in the fashion doll category,² Disney Princess now offers girls a new way to play with their favorite characters with the Princess & Me line, the first foray into the large doll category for the powerhouse brand.

For the first time ever, girls can dress their favorite Disney Princess dolls in sleepwear and ballet outfits in their signature colors and styles. Stunning matching dress-up ball gowns for girls from JAKKS' Creative Designs International (CDI) division allow girls to mimic the exact outfits their dolls are wearing — just like real friends do. Designed with special attention to detail and high-end fabrications, Princess & Me delivers an aspirational look and feel that envelopes girls in a royal world and allows them to "grow" with their favorite Disney Princess characters.

Toys"R"Us is the first retailer to showcase the collection of more than 25 Princess & Me products, available now in its stores nationwide and at Toysrus.com. The retailer recently named Princess & Me dolls to their list of 'Fabulous 15' toys for the holiday season. At a holiday preview event this summer, moms and their daughters gushed over the beauty and quality of the dolls, role play dresses and accessories. In July, the Princess & Me 18" dolls made their initial debut on QVC®'s CHRISTMAS IN JULY® as one of the top selling items during the event. Disney Stores will also carry the Princess & Me line later this fall.

"This new line of 'friend' dolls is perfect for young girls as they get older," notes Elaine Carovilla, director of girls' toys for Disney Consumer Products. "Princess & Me dolls invite girls to develop a deeper relationship with a trusted companion — a Disney Princess character who they know and love and whose stories they've grown up with — while also allowing girls to continue playing out the thrills of any adventure she can dream up."

 Disney Princess & Me Doll - Belle The Princess & Me dolls brings the classic Disney Princess characters into a contemporary world that girls can relate to and share royal adventures with. The new line of beautifully sculpted 18” scale “friend” dolls are all about fashion with a variety of outfits and accessories. (Manufacturer: Jakks) On October 16 from 2 — 4 p.m., girls are invited to attend the Princess & Me Royal Party at their local Toys"R"Us store to participate in royal activities, including a decorate-your-own Princess & Me tiara, story time, and more. Attendees will also be given information on how to enter the Princess & Me online sweepstakes to win a Princess & Me doll, a set of fashions and the entire collection of accessories.

"The sophisticated styles and attention to detail, as well as the new activity themes, should resonate with girls who grew up with Disney Princess and are now looking for new ways to relate to the characters as they get older," added Jennifer Caveza, vice president, girls marketing, JAKKS Pacific. "Princess & Me will appeal to all girls who love everything 'princess.' The entire line provides a royal world where girls can play out what they love to do with their favorite Disney Princess friends."

Each doll comes with a booklet filled with Disney Princess fun facts and activities including a "Princess Personality" quiz, doll accessory features and tips for how to live like a princess including smile, hair styling, tea party and slumber party tips. Girls can even send in a card to become an honorary princess and will receive a special card from their favorite Disney Princess on their birthday.

The Princess & Me product line includes:

    The Princess & Me 18" friend dolls have sweet faces and beautiful long silky hair; girls can choose from Ariel, Aurora, Belle, Cinderella and Tiana, or collect them all! Each Princess & Me doll wears a tiara and comes dressed in her exquisitely detailed, signature ball gown. Also included is an invitation for girls to become a member of the Disney Princess royal family so girls will get a birthday card from their favorite Disney Princess, as well as a small magazine featuring the full product line and helpful princess lifestyle tips.

    The Princess & Me doll fashions include the Royal Sleepwear Ensemble which comes with a nightgown, robe and slippers in each of Ariel, Aurora, Belle, Cinderella, and Tiana's signature styles. Perfect for slumber parties! To set the scene for a slumber party, Princess & Me doll accessories include the Royal Wardrobe to store all doll fashions and the Princess Canopy Bed, a fancy doll-size canopy bed fit only for a princess.

    The Princess & Me Ballet Recital collection includes a tutu dress, lace up ballet slippers and a headband for girls. Princess & Me Royal Vanity Set assortment includes a tray, brush, comb and hand mirror, and perfume atomizer. The Royal Tea Time For Two Set comes with a tiered cake platter and a complete tea set for two, including a tea pot, two cups and saucers, and spoons, napkins, a sugar bowl, creamer and a tray of pretend petit fours. Stunning dress-up from JAKKS' CDI division allow girls to mimic the exact ball gowns their dolls are wearing — just like real friends do! Girls can dress up in matching dresses and have tea with their Princess & Me doll with the Princess & Me Deluxe Dress Assortment. The Princess & Me Belle Deluxe Holiday Gown & Cape for the 18" Doll with velvet and fur trim also comes with matching cape and gown for girls.


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About JAKKS Pacific, Inc.
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 brands and children's toy licenses in the world. JAKKS' diverse portfolio includes Action Figures, Electronics, Dolls, Dress-Up, Role Play, Halloween Costumes, Kids Furniture, Vehicles, Plush, Art Activity Kits, Seasonal Products, Infant/Pre-School, Construction Toys and Pet Toys sold under various proprietary brands including JAKKS Pacific®, Creative Designs International™, Road Champs®, Funnoodle®, JAKKS Pets™, Plug It In & Play TV Games™, Girl Gourmet™, Kids Only!™, Tollytots® and Disguise™. JAKKS is an award-winning licensee of several hundred nationally and internationally known trademarks including Disney®, Nickelodeon®, Warner Bros.®, Ultimate Fighting Championship®, Hello Kitty®, Graco® and Cabbage Patch Kids®. www.jakks.com.

About Disney Consumer Products
Disney Consumer Products (DCP) is the business segment of The Walt Disney Company (DIS) that extends the Disney brand to merchandise ranging from apparel, toys, home decor and books and magazines to foods and beverages, stationery, electronics and fine art. This is accomplished through DCP's various lines of business which include: Disney Toys, Disney Fashion & Home, Disney Food, Health & Beauty, and Disney Stationery. Other businesses involved in Disney's consumer products sales are Disney Publishing Worldwide, the world's largest publisher of children's books and magazines, and www.DisneyStore.com, the company's official shopping portal. The Disney Stores retail chain, which debuted in 1987, is owned and operated by Disney in North America, Europe, and Japan. For more information, please visit www.disneyconsumerproducts.com or watch us at www.youtube.com/disneyliving "like us" on www.facebook.com/disneyliving, or "follow us" at www.twitter.com/disneyliving.

About Disney Princess
The Disney Princess franchise enables little girls to live the life of a princess through world-class entertainment and innovative products that let them act out scenes from Disney's wholesome, timeless and cherished fairy tale film classics. The franchise is comprised of nine beloved Disney Princess characters – Ariel (The Little Mermaid), Aurora (Sleeping Beauty) Belle (Beauty and the Beast), Cinderella, Jasmine (Aladdin), Mulan, Pocahontas, Snow White and Tiana (The Princess and the Frog). Each Disney Princess character has a unique story that empowers girls to imagine and live their very own fairy tales. Disney began branding the characters under the Disney Princess umbrella brand in 2000. Today, Disney Princess is a multi-billion dollar global franchise and worldwide consumer products business that has become a leading girls' lifestyle brand with product offerings extending across categories, including toys and personal electronics, apparel, home décor, stationery, food, personal care, publishing, video games, and theme park and live theatrical experiences. Every month, millions of girls actively engage with each Disney Princess through interactive stories and activities at disney.com/disneyprincess.

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 Rights Reserved. © 2010 JAKKS Pacific, Inc. All rights reserved.

¹NPD October 2009
²NPD October 2009