com
or via fax to (323) 939-7211.
Since its creation in 1994, the strip -- and its creator -- have earned
numerous top honors from the cartooning and comic book industry, including the
National Cartoonists Society's Reuben Award for "Cartoonist of the Year," a
lifetime achievement .
This spring, Playmates' "Yo-Stick," the first retractable trick stick,
introduces a whole new way to yo.

About The Playmates Toys Company

In business for 40 years, Playmates Toys, Inc.

marq inspires

Also
available will be the all-new Platinum Series edition of the original
hit "The Mask ," digitally remastered with premium picture and sound plus
four never-before-seen featurettes including "Introducing Cameron Diaz.

blunt inventive

Further complicating matters is the family's jealous dog, who turns the
household upside down and sparks a comical kid-versus-canine battle for
control of the Mask.85:1 ) version of the film
-- 6."
In the world of "Mutts," cartoonist Patrick McDonnell has created a rare,
sweet, artistic playground in which best-friend duo Earl the dog and Mooch the
cat share life the way it should be.

giraffe subliminal

First-Ever Entry into Mobile for Hugely Popular 'Mutts'

PLEASANTON, Calif.
"We are delighted that 'Mutts' is going mobile through FunMail's wireless
service," said Nisreen Shocair, Marketing Director for King Features
Syndicate. 23rd St.

storyboard sadistic

FunMail
offers popular consumer visual services including comics, interactive
wallpapers, mobile greetings , animated ring tones, and socially-driven
peer-to-peer camera applications. Playmates will launch the "everGirl"
fashion doll and accessory line to coincide with Nickelodeon's
national promotional and marketing efforts in the Fall.

caricature cuddly

"It is the perfect complement to our marketing efforts for 2005 as
we as we further the demographic reach for the 'Mutts' brand and message."
"Mutts is a wonderful , gentle-hearted strip," said Lavine. "Mutts" has been published in
14 best-selling Andrews McMeel reprint collections and in McDonnell's
critically acclaimed art monograph published by Harry N." In addition to these hot licensed properties, Playmates
Toys will continue its long-held tradition of capitalizing on the very
latest technology to add new twists to established play patterns with
one of the most magical and realistic dolls ever created -- "Amazing
Amanda" -- as well as a loveable assortment of "Amazing Pets" that
give real, cold nose kisses. is among the most
well respected and innovative marketing and distribution companies in
the global toy industry.

oblivious deconstruction

The "Mutts " comics join other popular King Features comics in the service,
including "Beetle Bailey," "Hagar the Horrible," "Zits," "Baby Blues" and
"Mother Goose and Grimm."
For more information, email bizdev@funmail.com

About Mutts and Cartoonist Patrick McDonnell
The "Mutts" comic celebrates its 10th anniversary this year and is
distributed by King Features to more than 500 newspapers in 20 countries, and
has an estimated daily readership of 50 million. Core licensed
character and entertainment brands include "Disney(R) Princesses" and
classic characters, Universal Studios '/Peter Jackson's "King Kong,"
Nickelodeon's "everGirl," Breakthrough Entertainment's production of
the Cartoon Network's television series "Atomic Betty" and Mirage
Studios' "Teenage Mutant Ninja Turtles.

attaboy marq

"
The Platinum Series "Son of the Mask" will be available at a $27.
"The Mask" Platinum Series DVD Edition includes the following special
features:

-- "Introducing Cameron Diaz " featurette
-- "What Makes Fido Run" featurette
-- "Cartoon Logic" featurette
-- "Return to Edge City" featurette
-- Audio essay (commentary) #1 with filmmakers and New Line Cinema's Bob
Shaye
-- Audio essay (commentary) #2 with director Chuck Russell
-- Deleted scenes (featured on original DVD release)
-- Widescreen (1.

"Son of the Mask"

Street Date: May 17, 2005
DVD Pricing: $27. Playmates has a proven history in the
creation of profitable, long -term brand franchises. Playmates
Toys, Inc.

sadistic exploding

"Inspired by the madcap lunacy of the classic Tex Avery and Chuck Jones
cartoons, 'Son of the Mask' is an energetic comedy filled with exciting
special effects and adventure that will appeal to kids of all ages," said
Justine Brody, senior vice president of marketing, New Line Home
Entertainment.
To download DVD box images and production artwork, visit New Line's website
at aamman@mprm.
"Comics are of real value to wireless users because they provide a daily
flow of engaging premium content," said FunMail CEO Adam Lavine. Among
its most beloved and successful classic characters are "Popeye" and
"Betty Boop. This fast-paced , action-oriented girls' property
has inspired Playmates' range of transforming dolls and playsets . The
technologically advanced toddler utilizes voice recognition, sensory
technology and facial animatronics to offer the most realistic
nurturing play ever.

blunt contemplating

97 SRP.
The Company also distributes feature films and non-theatrical programs
acquired or produced by New Line Home Entertainment and New Line
Television.
It licenses its programming to ancillary markets, including cable and
broadcast television, as well as in all international markets.sonofthemask. FunMail is really pleased to bring
Patrick McDonnell's great strip to mobile phones.funmail.
Licensed property introductions in 2005 include toys based upon
Nickelodeon's "everGirl," Breakthrough Entertainment's production of
the Cartoon Network animated series "Atomic Betty" and Universal
Studios production of the Peter Jackson feature film "King Kong.

cartoonist warped

" Starring
Jamie Kennedy ("Malibu's Most Wanted," TV's "The Jamie Kennedy Experience")
and Alan Cumming ("Spy Kids," "X2": "X-Men United"), "Son of the Mask" will
be available to own May 17, 2005, on a New Line Home Entertainment Platinum
Series DVD, packed with family-friendly bonus features including three
fun featurettes, deleted scenes, cast/crew commentary and more.95
SRP, while the Platinum Series DVD edition of "The Mask" will be
available at the low price of $19.

For more information on this title, visit www.), natural food,
novelty, organic pet food and pet accessories."

CONTACT:
For more information about FunMail and Mobile Comics Network
Andy Baldocchi
+1-925-250-2442

For interviews with Patrick McDonnell , or permission to reprint "Mutts"
artwork, please contact:
Claudia Smith or Rose McAllister
+1-212-455-4121/+1-212-455-4180
rmmcallister@hearst.

deconstruction maggots

'Mutts' Goes Mobile via FunMail's Mobile Comics Network

Being able to access
the 'Mutts' content via mobile will help introduce a much-needed element of
humor and calm sensibility into people's everyday busy lives . Our 2005 product line reflects our passion
for innovation as well as our commitment to the creation of great play
experiences inspired by today's most exciting and compelling kids'
entertainment .

levon warped

1 DTS ES
-- 5.

Business Editors/Toy Industry Writers
American International Toy Fair 2005

NEW YORK----

Company Enters 40th Year with a Strong Stable of Robust Brands and
Inventive Products Poised to Set New Performance and Play Standards

At this week's 2005 Toy Fair, the Playmates Toys line up continues
to grow as the company unveils new products inspired by the hottest
TV , film and online properties for boys and girls, including "Teenage
Mutant Ninja Turtles," "King Kong ," "Atomic Betty" and Nickelodeon's
"everGirl.
Coming off another strong year in 2004, Playmates will continue to
expand and support its enduring core brands, including "Water Babies,"
which have sold more than 15 million units; "Teenage Mutant Ninja
Turtles," with more than 25 million action figures sold since the
property's re-launch two years ago; "Speedeez" micro-mini vehicles,
whose sales have topped 25 million units; and "Disney Princesses," led
by the award winning "Little Princess " dolls with more than two
million dolls sold to date.

exploding contemplating

About FunMail
FunMail creates engaging, unique and fun wireless entertainment. is a division of Playmates Holdings Limited, a Hong
Kong-based company whose stock is traded on the Hong Kong Stock
Exchange.

maggots cuddly

After "The Mask " wreaked havoc on Jim
Carrey nearly a decade ago, the magic finds its way into the possession of
a young father in the hilarious family comedy, "Son of the Mask. "It's become an
instant classic , the sort of comic that makes you understand how great this
medium can be, and why we love comics .
Among the company's homegrown introductions is the next step in
the evolution of its award-winning , category-leading "Amazing" doll
brand.
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, "Speedeez (TM)" micro vehicles and play sets and the
"Amazing" brand of interactive dolls and plush toys.

maggots reiko

But unbeknownst to them all, the mischievous Norse
god Loki (Alan Cumming) has come looking for his mask and is willing to do
whatever it takes to get it back

DVD FEATURES

-- Commentary with director Lawrence Guterman and writer Lance Khazei
-- Deleted scenes (with optional director commentary)
-- "Chow Bella - Hollywood's Pampered Pooches" featurette
-- "Creating 'Son of the Mask': Digital Diapers and Dog Bytes" featurette
-- "Paw Prints and Baby Steps: On the Set of 'Son of the Mask'"
featurette
-- Storyboard and conceptual art gallery
-- Theatrical trailer
-- Widescreen (1.97 SRP
Feature Running Time: 97 Minutes
MPAA Rating: PG-13 for some stylized violence

"In the
comics, art, literature and social commentary are all rolled into one tiny
downloadable package that takes under a minute to consume -- essentially,
perfect wireless content . It is one of the best comic strips of all time." The puppies respond to
attention with barks, wagging tails and a wet puppy kiss.

inventive cartoonist

, FunMail and King Features
today announced they are working together to bring the hugely popular "Mutts"
comic to mobile phones through Mobile Comics Network. Abrams , Inc.com

The "Atomic
Betty" television series premiered on Cartoon Network in the fourth
quarter of last year. These
soft and cuddly dolls are designed around fruit and flower themes and
arrive in their own cosey snuggly with matching clothing and scent.

inspires warped

1 Dolby Digital EX
-- DVD-ROM content includes script-to-screen
-- Stereo Surround Sound - English
-- English closed captions
-- English and Spanish subtitles

ABOUT NEW LINE HOME ENTERTAINMENT

New Line Home Entertainment distributes New Line Cinema and Fine Line
Features theatrical films on DVD and VHS, including the premium DVD brand
infinifilm."
Mutts will be available to carriers offering the Mobile Comics Network
service through Qualcomm's BREW as well as Java-enabled handsets . "Yo-Stick" is a brand new twist on a
classic play pattern.

warped giraffe

85:1) version of the film
-- 5. Through gentle expression of the
pro-planet, pro-people philosophy of social responsibility, well-being and
love of animals and the natural world at its core, "Mutts" has garnered high
praise from the comic art community, nature conservancy and animal welfare
organizations and inspired fierce loyalty among its fans of all ages. He is a member of the Board of Directors
of the Humane Society of the United States because of his work. It is one of the
largest and most experienced organizations in merchandising licensing.

exploding deconstruction

Founded in 1967,
New Line Cinema is the leading independent producer and distributor of
theatrical films. King Features is the world's premier distributor of
comics, columns, editorial cartoons, puzzles and games, distributing some
150 features to nearly 5,000 newspapers around the globe." From its offices in Hong Kong
and the United States, Playmates designs, develops, markets and
distributes its products in over sixty countries worldwide.

maggots contemplating

Patrick McDonnell's many fans include Matt Groening, creator of
'The Simpsons' who says: "Patrick McDonnell's 'Mutts' is up there with
'Peanuts,' 'Pogo,' 'Krazy Kat,' and 'Calvin and Hobbes' -- cartoons that are
smart, funny , brilliantly drawn, and full of heart"; and the late Charles
Schulz, creator of 'Peanuts,' who said: "To me, 'Mutts' is exactly what a
comic strip should be. For more information, visit http://www . This
fall, a "Mutts" children's book will be published by Little, Brown.
"Playmates continues to grow as one of the toy industry's most
entrepreneurial companies. Between 1998 and 2001, the "Amazing" brand generated more than
$250 million in retail sales worldwide and 2005's "Amazing Amanda "
will take ultra-realistic, interactive doll play to new heights.

attaboy levon

Co-starring Traylor Howard (TV's "Monk", TV's "Two Guys and a Girl"), Kal
Penn ("Harold
& Kumar Go To White Castle"), Ben Stein ("The Mask," "Ferris Bueller's Day
Off"),
comedian Steven Wright and Academy Award-nominee Bob Hoskins ("Vanity
Fair," "Beyond the Sea") and featuring incredible special effects from the
Academy Award-winning Industrial Lights and Magic team and Tippett
Studios, "Son of the Mask" is directed by Lawrence Guterman ("Cats &
Dogs").
"We believe Patrick McDonnell has created an amazingly diverse property,
one that appeals not only to the obvious audience of animal lovers and pet
owners , but to a far broader spectrum of the population interested in their
everyday well-being and of the community in which they live," said Shocair. Founded in 1999, FunMail has achieved an
industry reputation for creativity, innovation and reliability, and is
considered one of America's most fresh and interesting wireless entertainment
companies.

About King Features Syndicate
King Features Syndicate is a member of Hearst Entertainment and
Syndication Group, which combines The Hearst Corporation 's cable network
partnerships, television programming and distribution activities and
syndication companies.

Playmates Toys Showcases Innovative Introductions Based on the Hottest Properties from TV Film Online and More at Toy Fair 2005

This commitment is reflected in the comprehensive
marketing and promotional programs that support all of our brands,"
said Lou Novak, President of Playmates Toys.

maggots breathed

SYNOPSIS

Just as aspiring cartoonist Tim Avery (Jamie Kennedy) gets over his fear of
parenthood with the birth of his new son Alvey, he quickly finds himself in
over his head as his new baby is born with The Mask's spectacular powers. New Line
Cinema is a Time Warner Company .95 SRP/VHS for rental only
Feature Running Time: 86 Minutes
MPAA Rating: PG for action, crude and suggestive humor and language

"The Mask" Platinum Series DVD

Street Date: May 17 , 2005
DVD Pricing: $19."
During 2005 King Features plans to establish licensing relationships for a
whole-planet-minded line of "Mutts" merchandise, including children's
merchandise, apparel , holistic lifestyle and personal-care products (yoga
supplies and props, vitamins, aromatherapy candles , etc.com or call +1-925-250-2442., 5th Floor.
"Kindergarden Babies," one of the best selling promotional dolls of
the '90s, will bring sweet scents to retail shelves this fall.

contemplating exploding

com.
"It uses the humor of a classic cartoon strip to address sensitive issues
related the environment, animals and personal well-being. McDonnell is being honored with the first-ever "Genesis
Award for Ongoing Commitment " to animal protection by The Humane Society of
the United States Hollywood Office. For the first time ever, "Amazing Puppies"
will recreate the real-world fun of puppy play when they give little
girls and boys a real, wet "cold nose kiss.

subliminal oblivious

PRESS RELEASE The Next Generation of Mischief!

1 Dolby Digital Surround Sound
-- English closed captions
-- English and Spanish subtitles

"THE MASK" PLATINUM SERIES DVD EDITION

Also available on May 17 is the all-new, Platinum Series DVD Edition of
the smash-hit comedy "The Mask," highlighted by a brand new digital
transfer with premium picture and sound along with four new featurettes. Playmates' array of exciting new
proprietary and licensed products, as well as extensions to its
already strong line up of core brands, will be showcased at its
showroom located at 50 W."
As master toy licensee, Playmates will launch its "King Kong" line
of action figures, accessories, playsets and role-play toys to
coincide with the worldwide fourth quarter 2005 release of the
Universal Studios production of "King Kong," directed by Academy
Award-winner Peter Jackson. "Amazing Puppies" are another new addition to the
"Amazing " brand in 2005.