Viva Pinata Makes Its TV Debut Sept. 9

September 8, 2006

Viva Pinata Makes Its TV Debut Sept. 9

CG animated series acts as springboard for new
franchise from Microsoft, Rare and 4Kids Entertainment with Xbox 360 video game
and full-range licensing program coming soon

Viva Pinata™ — one of the most buzzed-about new
kids’ entertainment properties of the year — from Microsoft Corp., Rare Ltd. and
4Kids Entertainment Inc. will make its debut this Saturday morning on 4Kids TV
on FOX. The computer graphics (CG) animated series produced by 4Kids
Entertainment and Bardel Entertainment will act as a springboard for the new
franchise, which will also include an Xbox 360™ video game from Microsoft Game
Studios and other licensed merchandise.

Created by U.K.-based developer Rare, Viva Pinata
is the first property to be introduced as part of an alliance between Microsoft
and 4Kids Entertainment. It not only marks Microsoft’s efforts to broaden the
Xbox 360 audience beyond core gamers, it solidifies 4Kids’ role as a leader and
innovator in the world of children’s entertainment marketing and licensing.
Families can also gear up for even more piata fun with the “Viva Pinata” video
game, developed by Rare exclusively for the Xbox 360 video game and
entertainment system; the game will be launched this holiday season.

“Today is an exciting day as we continue to reach
out to new audiences and introduce families to a vibrant world that will not
only entertain, but also inspire creativity and imaginations on many levels,”
said Shane Kim, corporate vice president of Microsoft Game Studios. “People of
all ages are invited into the Viva Pinata universe, where they will meet a cast
of wacky characters and enjoy an immersive interactive experience with the Xbox
360 game and Viva Pinata merchandise.”

In addition to the Saturday morning 3-D animated
television series, the Viva Pinata brand will offer a number of entertainment
elements for everyone, from kids to adults, to enjoy. The Xbox 360 video game,
which will hit store shelves in November, invites gamers to create their own
environment where they can attract and host more than 60 species of wild piatas
and customize piata-filled adventures in their unique, ever-growing world.
“Viva Pinata” gameplay will continue to evolve with new content available via
the Xbox Live® network and the ability to play, trade and interact with millions
of gamers via the online gaming and entertainment network. An extensive product
line of Viva Pinata-inspired merchandise across multiple categories will debut
in 2007. The new “Viva Pinata” Web site,
http://www.vivapinata.com,
will be officially launched Sept. 11 and will feature the sights and sounds of
Piata Island.

“This is a brand the world will grow to know and
love, thanks to a dynamic partnership with Microsoft Game Studios and Rare,”
said Alfred R. Kahn, chairman and CEO of 4Kids Entertainment. “The animated
series premiere marks the first in a long line of exciting opportunities for
kids and creative minds of all ages to interact with Viva Pinata, a brand that
has the power to attract a diverse, worldwide audience.”

Following the strategic alliance announced in
January 2006 with Microsoft, 4Kids’ exclusive representation agreement includes
all broadcast, home video, music and merchandise licensing rights on a worldwide
basis for the Viva Pinata property.