BURBANK, Calif., Aug. 3, 2005 -- Big Hair is Back! Trollz are the brand new, contemporary version of the classic, colorful, spiky-haired Good Luck Troll characters -- a multigenerational collectable phenomenon that originally became a pop culture icon in the early 60's and had a resurgence in popularity in the early 90's. With a whole new look and attitude, the Trollz will be available for the first time in August 2005, at major retailers across the U.S.

Centered on a group of five girl friends that live in the whimsical city of Trollzopolis, the 21st century Trollz merges the teenage lifestyle with a dose of technology and a dabble of magic to create a unique property for tweens that is cool, empowering and aspirational. With the coolest wardrobes, the hottest hairstyles and the freshest looks, Trollz reflect the latest trends in fashion and the unique attitudes and interests of young girls today.

DIC Entertainment, the worldwide licensing agent, and its master partners will rollout Trollz product to major retail outlets nationwide, including Wal*Mart, Toys R'Us, KB Toys, Target and more, in time for back-to-school this year. Hasbro will debut a Trollz toy line in August which features "Trollmaker" dolls and a fashion doll line with Playsets. In September, Scholastic will publish four new books, including a chapter book, a telenovel, a how-to-draw and a lifestyle and activity title, and Warner Home Video will release the first two animated direct-to-DVD movie titles "Best Friends For Life" and "It's A Hair Thing." In October, Ubisoft will release a videogame, "Trollz: Hair Affair," for Nintendo Gameboy Advance, and Sony BMG Music will release a soundtrack featuring up-and-coming, all-girl band The Valli Girls performing the Trollz theme song "It's A Hair Thing."

To lead the product launch, DIC recently introduced the Trollz brand through a unique, persistent, online community, www.trollz.com. The site promotes friendship, self-expression, self-discovery, individuality, humor, and community. Users will be able to express their individuality and creativity by designing their own unique Troll, which can interact in the online world of Trollzopolis. They will learn the value of money by earning 'Trollars,' the Trollz currency, through participating in online and offline activities and promotions.

The original Troll doll was created in 1959 by Danish fisherman (and woodcutter) Thomas Dam, who carved the figurine from wood as a gift for his daughter's birthday. The doll, inspired by the Nordic legends of trolls who lived in the woods and who brought good luck to humans crafty enough to capture them, charmed local villagers with its huge ears, long sheep's wool hair, potbelly and lack of a forehead. Since they first arrived nearly 50 years ago, it is estimated that the Trolls have generated approximately $5 billion in worldwide revenues.

Visit www.trollz.com to experience the online world of Trollz.