COSTA MESA, Calif., Oct. 24, 2005 -- Very soon, little girls everywhere will believe in Fairies! Playmates Toys, Inc. will design and produce a line of dolls, playsets and accessories behind Disney's newest girls' brand, Disney Fairies. In September, Disney Publishing released the illustrated children's novel from Newbery Honor-winning author, Gail Carson Levine, "Fairy Dust and the Quest for the Egg" in more than 50 countries -- launching the Disney Fairies franchise. An instant New York Times bestseller, the book brings to life the fairy world of Tinker Bell and introduces her fairy friends -- Prilla, Beck, Rani and Vidia. Disney Fairies toys will be showcased at the American International Fall Toy Show in New York.

"The engaging story and beautiful art style from 'Fairy Dust and the Quest for the Egg' combined with the introduction of these wonderful new fairy characters have provided incredible inspiration for us," said Lori Farbanish, Vice President Marketing Girls Disney Toys & Licensed Brands, for Playmates Toys. "We believe that the Disney Fairies property has all the elements to win over the hearts of little girls all over the world."

As part of the rollout of this exciting new property, Playmates will introduce a line of dolls, playsets and accessories in the fall of 2006. The unique line-up will feature toys that not only capture the beauty and movement of each fairy character but also the unique, organic aesthetics of the Disney Fairies world. In addition, Playmates has woven the rich content and story created in "Fairy Dust and the Quest for the Egg" throughout the new product line through in-pack DVDs and collectible story cards.

Having debuted at #7 on the New York Times bestseller list for children's chapter books -- and already risen to #4 -- "Fairy Dust and the Quest for the Egg" takes inspiration from JM Barrie's "Peter Pan." The book serves as the literary cornerstone for Disney Fairies, an entire collection of chapter books from Disney Publishing Worldwide, which will launch in 2007. Expanding the entertainment experience for six-to-nine year old girls, the Disney Fairies brand will also offer a collection of films and multiple product categories, similar to the Disney Princess line, which has grown into a $3b brand in just three years.

The potential appeal of Disney Fairies is signaled in the inherent character strength of Disney's famous fairy, Tinker Bell. This beloved pixie empowers girls to believe through faith, trust and pixie dust, and commands more than 90 percent awareness among girls ages 6-11, and a remarkable 96 percent awareness with moms of kids ages 2-5. This popularity already has made Tinker Bell a consistently top-selling character in girls' basics, specialty apparel, accessories and dolls.

Added Lou Novak, President of Playmates Toys, "The power and reach of Disney's cross divisional marketing support of the Fairies franchise has given us great confidence in the long term potential of what we believe to be one of the most beautiful and imaginative product lines in Playmates' history."

About Playmates Toys
With forty years of experience, Playmates Toys, Inc., is among the most well respected and innovative marketing and distribution companies in the global toy industry. Playmates has a proven history in the creation of profitable, long-term brand franchises.

Among the company's best-known proprietary brands are the unique water-filled "Water Babies(R)" dolls that have sold more than 15 million units to date as well as the category leading "Amazing" brand of interactive dolls and plush toys. Core licensed character and entertainment brands include Disney(R) Princesses and classic characters, Universal Studios'/Peter Jackson's "King Kong," DIC's "Strawberry Shortcake," and 4Kids Entertainment/Mirage Licensing's "Teenage Mutant Ninja Turtles." From its offices in Hong Kong, China and the United States, Playmates designs, develops, markets and distributes its products in over sixty countries worldwide. Playmates Toys, Inc., is a division of Playmates Holdings Limited, a Hong Kong-based company whose stock is traded on the Hong Kong Stock Exchange.