SOURCE: Playmates Toys

Playmates Toys

October 28, 2009 16:10 ET

Playmates Toys Secures Master Global Toy Rights for Teenage Mutant Ninja Turtles With Nickelodeon

COSTA MESA, CA--(Marketwire - October 28, 2009) - Playmates Toys is proud to announce its new global master toy agreement for the Teenage Mutant Ninja Turtles with Nickelodeon & Viacom Consumer Products (NVCP). The long-term partnership allows Playmates Toys to continue its phenomenally successful, 20-year tradition with the Turtles brand, which has generated $2 billion (at retail). This new alliance also lets Playmates Toys execute on its strategy to maximize global toy rights in partnership with renowned brands that leverage entertainment across multiple-media platforms worldwide.

"We are very excited about our new partnership with Nickelodeon, which broadens the scope of creative inspiration for Playmates," said Lou Novak, President, Playmates Toys. "We are proud to continue our long-standing commitment of making innovative, fun toys based on the beloved Turtles that have entertained generations of kids around the world."

"Our partnership with Playmates Toys adds another layer of excitement for us as we build upon the Turtles' great, funny stories and characters which have withstood the test of time," said Leigh Anne Brodsky, President, Nickelodeon & Viacom Consumer Products. "The characters have resonated around the world for 25 years, and the toys based on them are part of pop culture and continue to be relevant to today's kids."

About Playmates Toys

For over 40 years, Playmates Toys Inc. has been among the most well respected and innovative marketing and distribution companies in the global toy industry with a proven history in the creation of innovative and imaginative products as well as the development and management of profitable, long-term brand franchises. Key current and past brands include Paramount Studios/CBS STAR TREK, Warner Bros. TERMINATOR: SALVATION, Nickelodeon's TEENAGE MUTANT NINJA TURTLES, 4Kids Entertainment's YU-GI-OH! & DINOSAUR KING, Nickelodeon's iCARLY & H2O: Just Add Water, DISNEY Princess, DISNEY FAIRIES and Hallmark's RAINBOW BRITE. From its offices in Hong Kong, China and the United States, Playmates designs, develops markets and distributes its products in over 60 countries worldwide. For more information, visit Playmates Toys Inc. (HKSE: 0869)

About Nickelodeon & Viacom Consumer Products

Nickelodeon & Viacom Consumer Products manages the world's third largest licensing business, representing leading properties such as SpongeBob SquarePants and Dora the Explorer, and managing merchandising for Nick Jr., Nickelodeon, Comedy Central, MTVN International, and Spike TV.

Nickelodeon, now in its 30th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 99 million households and has been the number-one-rated basic cable network for 15 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA) (NYSE: VIA.B).

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