SOURCE: POWER A

POWER A

September 10, 2010 10:00 ET

POWER A Enters Into a License Agreement With DreamWorks Animation L.L.C.

POWER A Becomes the First Licensee of Video Game Accessories for Blockbuster Hits Including Shrek Forever After, The Penguins of Madagascar, and Kung Fu Panda: The Kaboom of Doom

WOODINVILLE, WA--(Marketwire - September 10, 2010) -  POWER A, the retail consumer products brand of Bensussen Deutsch & Associates (BDA), today announced that it has entered into a license agreement with DreamWorks Animation L.L.C. (NASDAQ: DWA). As the first licensee of video game accessories for DreamWorks Animation, POWER A will work directly with the animation company to develop and execute strategic campaigns to include branded licensed Nintendo® gaming products and consumer promotional items, maximizing the DreamWorks Animation brand in the gaming market.

"We are very pleased to be working with the innovative team at BDA to further expand the reach of DreamWorks Animation's brands in the consumer electronics category," notes Brad Woods, Head of US Licensing for DreamWorks Animation. "Given the success of our properties in the gaming space, the BDA product line is a natural extension and a strong complement for this segment."

Under the agreement, POWER A will focus on Nintendo® accessories for multiple DreamWorks Animation feature film and television series titles, including Shrek Forever After, The Penguins of Madagascar, Kung Fu Panda: The Kaboom of Doom, Megamind and Puss in Boots. POWER A will leverage its broad expertise in video game accessory manufacturing and its relationship with Nintendo® to extend DreamWorks Animation's properties into the accessory market.

"DreamWorks Animation is one of the true pioneers in entertainment and has demonstrated how licensed content can be successfully translated into branded merchandise," said Eric Bensussen, President of POWER A and BDA. "This opportunity with DreamWorks Animation allows us to do what we do best -- leverage quality gaming accessories to connect fans and consumers to the characters and properties they love."

About DreamWorks Animation SKG
DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the "100 Best Companies to Work For" by FORTUNE® Magazine for two consecutive years. In 2010, DreamWorks Animation ranks #6 on the list. All of DreamWorks Animation's feature films are now being produced in 3D. The Company has theatrically released a total of 20 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon. DreamWorks Animation's next feature film is Megamind, scheduled to be released in 3D on November 5, 2010.

About POWER A
POWER A creates reliable, high quality and innovative accessories that amplify consumers' experiences with the world's best technologies. This consumer products division of Seattle-based BDA, Inc. partners with some of the most popular consumer electronics companies in the world, including Nintendo, Sony, Microsoft and Apple. Committed to producing the safest products possible, POWER A carefully monitors product development and quality assurance to exceed the testing requirements of its licensors. American retailers include Amazon.com, Best Buy, GameStop, Target, Toys 'R' Us and Walmart. International retailers include Carrefour, Auchan, FNAC, MediaMarkt, and GAME and ASDA in Europe; Sears, Walmart Canada and Zellers in Canada; and EB, Game and Harvey Norman in Australia. To learn more about POWER A accessories, please visit www.PowerA.com. POWER A: Amplify Your Experience™.

Caution Concerning Forward-Looking Statements
This document includes certain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The Company's plans, prospects, strategies, proposals and our beliefs and expectations concerning performance of our current and future releases and anticipated talent, directors and storyline for our upcoming films and other projects, constitute forward-looking statements. These statements are based on current expectations, estimates, forecasts and projections about the industry in which we operate and management's beliefs and assumptions. These statements are not guarantees of future performance and involve risks, uncertainties and assumptions which are difficult to predict. Actual results may vary materially from those expressed or implied by the statements herein due to changes in economic, business, competitive, technological and/or regulatory factors, and other risks and uncertainties affecting the operation of the business of DreamWorks Animation SKG, Inc. These risks and uncertainties include: audience acceptance of our films, our dependence on the success of a limited number of releases each year, the increasing cost of producing and marketing feature films, piracy of motion pictures, the effect of rapid technological change or alternative forms of entertainment and our need to protect our proprietary technology and enhance or develop new technology. In addition, due to the uncertainties and risks involved in the development and production of animated feature projects, the release dates for the projects described in this document may be delayed. For a further list and description of such risks and uncertainties, see the reports filed by us with the Securities and Exchange Commission, including our most recent annual report on Form 10-K and our most recent quarterly reports on Form 10-Q. DreamWorks Animation is under no obligation to, and expressly disclaims any obligation to, update or alter its forward-looking statements, whether as a result of new information, future events, changes in assumptions or otherwise.

Contact Information

  • Media Contacts
    Neil Wood
    Step 3 for POWER A
    805.687.7410
    Email Contact

    DreamWorks Animation:
    Publicity
    Jeff Hare
    818.695.6055
    Email Contact

    Corporate Communications
    Shannon Olivas
    818.695.3658
    Email Contact