SOURCE: Animax Entertainment, LLC

March 03, 2008 08:00 ET

Animax Entertainment Builds Ty Inc.'s Beanie Babies Virtual World

Animax Leads in Browser-Based, Kid-Safe Virtual World Space

LOS ANGELES, CA--(Marketwire - March 3, 2008) - Animax Entertainment, a Broadband Emmy laureate and online entertainment studio focused on building virtual worlds and casual massively multiplayer games (MMOGs), announced today their key role in the development of Ty Inc.'s Beanie Babies 2.0 virtual world, http://www.beaniebabies20.com.

Animax architected and built the user-friendly virtual world that includes multiplayer gaming and social networking components. Users unlock the browser-based, download-free, virtual world by entering a secret scratch off code found on each plush Beanie Babies 2.0.

Built in Adobe Flash, AS3, with a backend developed by Tokenzone, the virtual world allows users to play games, care for their animated Beanie avatars, and chat safely with other kids.

"Our goal is to first focus on creating an entertaining and safe interactive playground," states Michael Bellavia, CEO of Animax.

"Animax has constructed a compelling virtual world unique to other toy-based virtual worlds on the market," said Chris Johnston, Chief Technology Officer for Ty Inc. "Beanie Babies 2.0 includes a unique story-driven approach akin to MMOGs that engage kids of all ages through a fun, interactive narrative that becomes more engrossing with continued play."

Animax also created and maintains another award-winning tween-focused virtual world for Ty Inc., Ty Girlz http://www.tygirlz.com, which was the first-ever virtual world for girls, beating both Barbie Girls and Bratz to market.

"It's exciting being a part of the growing space of children's toys and virtual worlds," states Michael Bellavia. "We look forward to creating innovative ways that take playing with toys to the next level."

About Ty Inc. and Beanie Babies 2.0:

Ty Inc.'s Beanie Babies 2.0 are stuffed, plush animals filled with plastic pellets, also known as "beans." The Beanie Babies 2.0 line come with a special code which registers the toy, creates an avatar, and unlocks the website allowing access to an online virtual world at http://www.beaniebabies20.com with more information about Ty Inc. at http://www.ty.com.

About Animax Entertainment:

Animax Entertainment http://www.animaxent.com is an award-winning full-service creative studio specializing in producing character-driven content for all screens. Animax has produced interactive websites, virtual worlds and games for Disney, Sesame, Warner Bros. Ty, Qantas, Cadbury Adams and ABC Family.

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