SOURCE: Music World Entertainment

July 10, 2007 15:46 ET

Mathew Knowles Partners With Planet Toys to Co-Create and Launch the First Ever Hip-Hop/Rhythm Inspired Toy Line for Babies and Preschoolers

HOUSTON, TX--(Marketwire - July 10, 2007) - Mathew Knowles' Music World Entertainment has partnered with Planet Toys to launch the first ever hip-hop/rhythm inspired preschool toy line promoting creativity, learning and movement through music. Mr. Knowles, who has made it a top priority to create and release "child-friendly" music content over the past year with his Kid's Rap Radio series, has brought to fruition this groundbreaking line of innovative, educational and musically stimulating toys. The line, Baby Jamz, will be available exclusively at Wal-Mart stores beginning July 26, 2007.

"Baby Jamz allows children to have toys that they can identify with and enjoy. Many children love music and dancing to hip-hop, so we have creatively combined great toys with the hip-hop versions of popular nursery rhymes. My grandson Juelz was the inspiration for this idea and I am especially excited that most of the Nursery Rhymes are sung by my daughter, Solange Knowles," says Mathew Knowles, president and CEO of Music World Entertainment.

A CD release, "Nursery Rhymes Volume 1," will accompany the line which will include nursery rhyme favorites such as "This Old Man," "Old MacDonald," and "Skip To My Lou" with a new hip-hop adaptation.

Baby Jamz in a line inspired through the Knowles family. Mathew's daughter, Solange Knowles, provides voice to the line singing many of the nursery rhymes played within the toys and on the CD. Solange's son, Juelz, is the face of Baby Jamz, seen on the product packaging and in its ads.

Including the CD, a few of the products to appear in approximately 1,300 Wal-Mart locations include:

--  Baby Jamz Cell Phone:  A product staple in the preschool aisle, the
    Baby Jamz cell phone appears to have many buttons to dial but is designed
    for easy and fun musical stimulation.  Toddlers need only to press one of
    two large buttons to hear "Old MacDonald," "Buckle My Shoe" and "Mary Had A
    Little Lamb."
--  Baby Jamz Dance Mat (Nursery Rhymes Sung By Solange Knowles):  The
    Jamz Dance Mat inspires kids to dance to 36 seconds of classic nursery
    rhymes "Bingo," "Mary Had A Little Lamb" and "This Old Man" in hip-hop
    tempo, providing seven different spots on the mat to step, dance and create
    their own unique rendition.  The mat provides hours of endless fun and
    physical activity.
--  Baby Jamz Key Chain:  This classic perennial preschool item has three
    different buttons to play hip-hop nursery melodies.  Two outside keys have
    flip out buttons to expand and fold back to create a real "feel" of keys.
    Pulling the middle key creates the sound of a starting car.
--  Baby Jamz Boom Box Shape Sorter (Nursery Rhymes Sung By Solange
    Knowles):  Baby Jamz Boom Box Musical Shape Sorter engages children to
    complete three different hip-hop nursery rhymes by placing square, triangle
    and circle LED light up blocks in the right order.  The microphone has
    three buttons that a child can press to emit cool add-in sounds to each
    song.  "Boomer" the boom box has a friendly, fun animated appearance.
    Nursery rhymes played within are "Hip-Hop Buckle My Shoe," "Twinkle Twinkle
    Little Star," and "Wheels On The Bus."
--  Baby Jamz Mix Master Chair (Nursery Rhymes Sung By Solange Knowles):
    The anticipated "hero" item in this year's Baby Jamz line is the Baby Jamz
    Mix master Chair.  Every child is a DJ with his or her own Mix Master
    Chair.  Four numbered light up buttons deliver cool add-in sounds to the
    child's choice of nursery rhyme.  When a child sits in the chair and on a
    yellow note in the seat, all buttons come to life.  Kids can create several
    renditions of each nursery rhyme by pressing three different buttons that
    light up and provide hours of fun.

Music World Entertainment (MWE) is one of the world's leading entertainment and music conglomerates dedicated to bringing quality entertainment to the world. MWE worldwide business includes record labels, artist and producer management, staff producers, artist development, Master catalog series, investment and property holdings, including offices in Houston, Los Angeles, New York and London. MWE is the brainchild of President and CEO Mathew Knowles, the powerhouse management behind the success of Grammy Award-winners Beyoncé and global phenomenon Destiny's Child, the most successful "girl group" in the history of pop music.

Music World is one of the most successful labels in the world with over 100 million records sold to date including releases by Destiny's Child, Beyoncé, Solange Knowles, Michelle Williams, Sunshine Anderson, the "Dreamgirls Music from the Motion Picture Soundtrack," "Roll Bounce Soundtrack" and the highly anticipated upcoming Music World Master Series releases which includes Chaka Kahn and The O'Jays.

Planet Toys is a global company specializing in manufacturing and designing children's products, ranging from preschool items, radio control, to role play. Strategic alliances with such brands as Disney, General Motors, and Scholastic lend to quality and innovative toys focused on engaging the ever inquisitive child. Planet Toys delivers winning products through a wide variety of retailers, including Wal-Mart, Toys "R" Us, and Kmart Stores.

Headquartered in New York, with offices in Southern California, Massachusetts, New Jersey, Ohio, Texas, and Hong Kong, Planet Toys' proven track record at retail include successful items such as Little Tikes role play toys and WWF Steve Austin's Room Guard. Planet Toys has delivered over 150 million toys to homes throughout the world. The company maintains an entrepreneurial spirit dedicated to delivering toys that win the hearts of children everywhere. Planet Toys was founded in 2000 by David Canner, 30 year veteran to the toy and retail industry.

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