In the midst of a hot and humid New York City summer, these eight premier toy companies have organized a one-of-a-kind way to bring the cool, wintry feel of Santa's North Pole to adult invitees and their children. In addition to all the decorations, music, and good tidings of a Christmas holiday � K'NEX Industries, Lincoln Logs, Cosmic Giggles, Construction Jack, Magnetic Poetry, Shocker Toys, Silver Dolphin, and Zapf Creation -- will offer a sneak peek of the latest additions to their products lines in order to give everyone some helpful tips and early suggestions on what to buy young gift seekers during the upcoming 2002 holiday shopping season.

In an expression of true Christmas spirit, 20 summertime Santa Clauses � all decked out in summer garb including Hawaiian shirts, red shorts, sunglasses and flip-flops - kicked off the Second Annual Christmas in July on July 15th by marching down 5th Avenue carrying bags filled with goodies supplied by all of the event's exhibitors enroute to St. Vincent's Hospital to shower the early Christmas gifts on all the good little boys and girls of the Pediatric Ward.

Once at the K'NEX Showroom, the Second Annual Christmas in July festivities will begin with complimentary goody bags for both the adult and child attendees, as well as Christmas cookies, candy canes, snowflake decorations and the sounds of traditional Christmas carols tempered with a reggae feel. The following "ho-ho-hosts" of this unique mid-year Christmas will be previewing a variety of stocking stuffers and under the tree goodies from their product lines:

Cosmic Giggles will showcase new additions to its 2002 Electro Cool Light-Up, High-Tech Fashion Accessories: Electro Cool Light-Up Belly Lites (an eye-catching alternative to permanent navel piercing; these tiny tap-activated strobes fit snugly in the navel). Electro Cool Light-Up Animal Print Nails (fashionable press-on nails that are available in today's most popular animal prints -- zebra, tiger, and cheetah, which include a storage case and stick-on decals and gems for an ultra-glam look!). Electro Cool Light-Up Star & Half-Moon Shaped Toe Gems (absolutely "toe-riffic" motion-activated light-up star and half-moon-shaped jewels that flash brilliantly when teens and tweens walk or wiggle their tootsies). Electro Cool Light-Up Beaded Armband Tattoos (which are available in a variety of brilliant styles and colors; the colorful beads add special glamour and give the "tattoo" its unique look and style). Electro Cool Crystal Tattoos (which are stick-on gems are a great alternative for teens and tweens who want to make that trendy impermanent "tattoo" fashion statement). Electro Cool Light-Up Star, Half-Moon & Heart Jewelry (this totally trendy touch-activated light-up necklace and matching bracelet ensemble � with beautiful star, half-moon, and flower medallions -- looks great with any outfit and is guaranteed to have young girls sparkling like shining stars!).

Construction Jack will debut its line of interactive play figures designed to educate children on the importance of trades people in our society. The figures represent members of the building trades, including carpenters, electricians, plumbers and painters, and they come outfitted with high quality, trade-specific gear and safety equipment. In addition to being instructional, they will also serve as positive alternatives for parents who would prefer not to expose their children to the violent themes that are prevalent with other action figures on the market today.

K'NEX Industries, one of the world's leading construction toy manufacturers, will preview its new Electronic Arcade (the first building set to give kids complete control of the design and level of difficulty of their arcade games because the game board can be completely customized); the recently introduced new Burnout Dragster radio-control building set (which enables kids to build a three-foot, "in-your-face" replica of a real top fuel dragster), and Screamin' Serpent Roller Coaster (a toy set that builds a huge replica of a modern steel roller coaster, complete with sound, motorized action, excited kid passengers in the seats and an awesome track structure of twists, turns and loops and was the #1 selling item in the entire Building Sets category for 2001).

Lincoln Logs, which has brought the excitement of building into the homes and imaginations of children for more than 80 years, will showcase four eagerly-anticipated new themed playsets, Big Valley Barn (offers all the classic interactive play elements of Lincoln Logs construction coupled with exciting farm-themed accessories for enhanced activity and even more imaginative building), Conestoga Ranch (new pre-school construction toy offers all the classic interactive play elements of Lincoln Logs along with Wild West themed accessories for enhanced activity and building that is even more imaginative), Walnuts Woods School House (brand new entry-level priced playset kids can build an actual classic wooden schoolhouse and playground, then ring the school bell to begin their favorite time of day � recess), and Pony Express (new entry level priced playset, a Wild West activity set that recreates the way letters and packages were delivered back on the frontier). In addition, Lincoln Logs will show case one new limited edition collectors' set, Fort Abraham Lincoln (includes the classic all-wood Lincoln Logs for building the legendary blockhouse, which was once the home base for Lt. Colonel George Custer).

Magnetic Poetry, whose magnetic word tiles have graced millions of fridge doors worldwide, will be exhibiting their one of a kind children's wordplay game - Magnetic Poetry: The Game for Kids (which combines fast-paced game play with fun-filled poetic challenges that will have kids are laughing, screaming and generally having a good time while they are learning the things that their parents and teacher's want them to learn). The company will also be bringing along its newest kit for kids, StoryMaker (which is a colorful collection of over 150 magnetized words and phrases that kids use to create silly stories).

Shocker Toys, a brand new toy company with great new product ideas, will be presenting its SAFs -- "Shoulder Action Figure" -- a ground breaking new type of Action Figure made for the shoulder. Made from PVC this figure is lightweight but strong and has a control to allow for movements. The new SAF will feature a new type play and feel to the action figure world. The SAFs will feature different character sku's based on various properties already produced by Shocker Toys.

Silver Dolphin Books, a leading publisher of quality, innovative, interactive, and educational children's books, will preview a wide variety of their futures releases including: Let's Start! Papier Mache and Let's StartI Stenciling (the two new titles will stimulate children's creative juices as they learn to papier mache, paint, draw, and stencil through participating in more than 15 fun-filled projects!); Be a Star series -- debut titles include Be a Star Ballerina, Be a Star Cheerleader, and Be a Star Magician -- these all-inclusive book-plus kits come with all the necessary items to stage the performance of a lifetime; Maurice Pledger's Bobby Bear (the eagerly awaited new title addition to renowned author/illustrator Maurice Pledger's celebrated Giant Touch and Feel interactive book series); the new Busybugz Pop-Up Book Series � debut titles: Buzz Off, I'm Busy; When I'm Big; and Home Sweet Home � are illustrator Bill Bolton's warm, engaging computer-generated cast of clever insects); and the new Little Friends series (with its four fun and fascinating titles: Little Friends: A Hose for a Nose, Little Friends: Cheer up Little Duck, Little Friends: Don't Be Pesky, Little Monkey, and Little Friends: Get Off My Tail Little Whale) which teaches children about complex interpersonal relations.

Zapf Creation, creator of a variety of best-selling and award-winning play, function and collector dolls, will display Baby Born� Miniworld (which has been embraced by young girls in 43 countries, making her a spectacularly popular play concept and favorite doll among children from around the world). Baby Annabell (whose sensitivity to touch and sound allows her to react to her mommy when she is cared for. Baby Annabel will be able to make facial expressions when being given her bottle � and she can reject the bottle if she does not want to be fed). Maggie Raggies Sweetie Singer (the newest addition to the popular Maggie Raggies poseable fabric doll concept. Maggie Raggies Sweetie Singer will wow kids with her zany outfit and colorful hair. Squeeze her tummy and she will open her mouth and start singing!)

About The Second Annual Christmas in July:

The Second Annual Christmas in July is an annual media event organized by the Steven Style Group, a full service marketing and communications agency based in New York City. Its annual "Christmas In July" event series was created to provide American's premier toy companies with a highly effective, media attended showcase for their latest goods and services. Participating toy leaders are able to exhibit these newest additions to their product lines in the festive environment of a summer Christmas wonderland.