Racing Champions Ertl Releases First New Products From Its JoyRide Studios

GLEN ELLYN, Ill., Aug. 1 JoyRide Studios, a new Racing Champions Ertl brand, is releasing its first articulated collectible figures and vehicles based on popular video games. Primarily targeted at the 'tween, teen, and post-teen market, these products are packaged with game codes, tips and tricks, special collector cards, and reviews of the game by GamePro magazine, and are produced in special editions. The Company is selling JoyRide Studios products through its existing customer base as well as through expanded distribution at electronic and video game retailers. A television and print advertising campaign has been scheduled to begin in September and continue through the holidays to support the launch of these new products.

According to Peter Henseler, President of Racing Champions Ertl, "Thanks to our licensing agreements with well known video game software publishers and GamePro magazine, we're expanding our already extensive product line to target the estimated 63 million video game users in the U.S. Nine out of ten boys play video games at home, and the video game market is expected to reach $21.1 billion in 2003. By introducing collectible figures and vehicles based on favorite video game characters, we're entering an exciting new market and expanding our customer base."

JoyRide Studios ( www.joyridestudios.com ) develops collectible and toy products for the 'tween, teen and post-teen market segments. Racing Champions Ertl ( www.rcertl.com ), is a leading producer and marketer of innovative collectibles and toys sold in multiple channels of distribution and available at more than 20,000 retail outlets. The company sells Racing Champions® NASCAR and NHRA die-cast racing replicas, souvenirs and apparel; American Muscle(TM) collectible die-cast vehicle replicas; officially licensed die-cast and preschool products based on automobiles, trucks, agricultural, heavy equipment, and powered recreational and sport vehicles under the Ertl® brand; AMT® model kits; Press Pass® trading cards; and, under the direction of its JoyRide Studios(TM) group, video game figures and vehicles. High-profile licensing partners include NASCAR, NHRA, John Deere, Case IH, Polaris, Honda, Caterpillar, Ford, GM, Chrysler, Texaco, Universal Studios and Warner Brothers.