4SIGHT LICENSING SOLUTIONS NAMED WORLDWIDE LICENSING AGENT FOR MICROSOFT’S XBOX BRANDS
Company to Usher in a New Era for the Next Generation Digital Gaming And Entertainment System with a Broad-Based Licensing Program
NEWYORK — April 24, 2006 — 4Kids Entertainment, Inc. (NYSE: KDE) announced today that its subsidiary, 4sight licensing solutions, inc., has signed a multi-year agreement with Microsoft Corp. (Nasdaq: MSFT) to manage the global licensing initiatives for the Xbox brand, including Xbox 360, the next generation video game and entertainment system. Under this agreement, 4sight will serve as the exclusive agent for Xbox on a global basis, paving the way for the internationally renowned gaming system to expand its reach into a wide ranging licensing program.
Under the agreement, 4sight will handle all merchandise licensing with Microsoft’s Franchise Development team. This partnership comes on the heels of the 4Kids and Microsoft’s recently announced collaboration - Viva Piñata. Viva Piñata, created by Rare Ltd, is a high-energy property that will encompass an immersive video game and television series, as well as a wide range of licensed products. Now, 4sight and Microsoft will build upon this relationship and look to further develop the Xbox brand.
“The increasing status of Xbox 360 as the premiere next generation digital gaming and entertainment system makes this the perfect time to introduce a carefully orchestrated licensing program that expands the Xbox brand” said Alfred R. Kahn, Chairman and CEO of 4Kids Entertainment, the parent Company of 4sight licensing solutions.
“We considered a number of leading agencies to represent the Xbox, but it was the team at 4sight who demonstrated an understanding of the Xbox long-term strategy and point of difference in the global market,” said Ed Ventura, Director of Franchise Development at Microsoft Corporation. “They presented a clear direction as to how to expand the brand into a broad-based licensing program that will enhance Xbox 360.”
Said Eli Friedman, Director of Global Brand Marketing for Xbox: “We are proud of the impact the Xbox 360 launch has made in the electronic entertainment and gaming channels. We are looking forward to working with 4sight and its team of licensing experts to develop distinctive Xbox 360 branded products that will be sold to areas beyond the current distribution of the console and the games.”
About Xbox 360
Xbox 360 is the most powerful video game and entertainment system, delivering the best games, the next generation of the premier Xbox Live online gaming service, and unique digital entertainment experiences that revolve around gamers. The system was launched in Europe, Japan and North America in the 2005 holiday season and was launched in Colombia, Hong Kong, Korea, Mexico, Singapore and Taiwan in 2006. The system will also be launched in Australia and New Zealand March 23, 2006. More information can be found online at http://www.xbox.com/xbox360.
About 4Kids Entertainment
Headquartered in New York City with an international office in London, 4Kids Entertainment, Inc. (NYSE: KDE), is a global provider of children’s entertainment and merchandise licensing. 4Kids, through its wholly owned subsidiaries, provides domestic and international merchandise licensing; product development; television, film, music and home video production and distribution; media planning and buying; and Web site development. For further information, please visit the Company’s Web sites at www.4KidsEntertainment.com and www.4Kids.TV.
About 4sight licensing solutions, inc.
4sight licensing solutions, inc., is a new subsidiary of 4Kids Entertainment, Inc., a global provider of children’s entertainment and merchandise licensing. 4sight licensing solutions specializes in the marketing and licensing of brands geared primarily to adults, teens and “tweens.” Currently, 4sight represents targeted properties and corporate trademarks including the Royal Air Force, American Kennel Club, Cat Fanciers’ Association and Microsoft Xbox.
#########
 
