COSTA MESA, CA – In 2005, Playmates Toys will introduce its most Amazing toy yet with the release of the interactive Amazing Amanda toddler, expanding on the classic Amazing brand that generated $250 million in retail sales in the late 1990s.  Leading up to the debut of Amazing Amanda, Playmates Toys’ Amazing brand has continued to revolutionize the doll category since the 1998 launch of Amazing Amy, the world’s first truly interactive large doll.  Combining traditional mothering and nurturing play patterns with break-through object recognition technology, Amazing Amy offered the most technologically-advanced, interactive doll play available.  Dominating the large doll category for four consecutive years, Playmates’ Amazing Amy was followed by the best-selling Amazing Ally and Amazing Maddie in 1999, Amazing Babies in 2000 and Amazing Ashley in 2001.

Using the most advanced technology, the Amazing brand continues to grow and expand with exciting new innovations and personalities.  The new 2005 offerings, Amazing Amanda and Amazing Pets Cold Nose Puppies, incorporate the very latest in technology and follow in the Amazing brand’s tradition of creating innovative, hyper-realistic and highly interactive play experiences for the child.

Building on the Amazing innovative, advanced technology, the next generation of Amazing toys will include Amazing Amanda, the only real-to-life large doll who provides the most unique emotional experience between a ‘mother’ and her ‘child.’  As the first and only interactive doll of its kind, Amazing Amanda expresses real emotion and engages in two-way communication, taking nurturing play to an entirely new level.

Amazing Amanda is the closest a young girl can get to having that special interactive relationship and emotional bond between a mother and a child.  Amazing Amanda speaks, eats, responds to objects, recognizes her “Mommy” and shows emotions. Her realistic facial expressions and sounds, combined with her ability to intelligently respond to stimuli and her mommy’s voice, make Amazing Amanda a toy that will captivate little girls.  Packaged complete with her own essential items, Amanda can respond and recognize her own outfits; toothbrush; food and beverages such as juice in a sippy cup, a sandwich, cookie; and even her own potty.  Amanda is hip to the times too.  With her own internal clock, she knows what day and time it is, and can remind her Mommy about upcoming holidays, including Mother’s Day and Valentine’s Day.

Amazing Amanda recognizes her Mommy’s voice after hearing it just three times when they first meet. Once she learns who her Mommy is, she intuitively knows when her Mommy talks to her - and when it’s not her Mommy - and will respond to certain key words and phrases with lifelike facial expressions and real emotions.  For instance, if her Mommy asks, “Are you hungry?”, Amazing Amanda will respond with words, sounds and expressions to indicate if she wants to eat.  When Amanda receives something she doesn’t want, such as the wrong food or if her Mommy says “no,” she demonstrates the sounds, expressions and emotions a young toddler would, simulating the closest thing to a real mother and child interactive experience.

“Amazing Amanda is truly revolutionary with capabilities beyond any other doll before,” said Margo Moschel, vice president, Marketing Girls Toys for Playmates.  “Taking nurturing play to an entirely new level, girls will find her interactive capabilities magical and wondrous, and her ability to recognize and interact with them will give girls a sense of empowerment and enables them to experience the emotions of motherhood.”

Playmates will support the launch of Amazing Amanda in the United States, the United Kingdom, Australia and New Zealand with a multi-million dollar advertising, public relations, media and promotional campaign beginning in Fall of 2005.  Amazing Amanda is ideal for children ages 5 and up and will be available for the suggested retail price of $99.99.

About The Playmates Toys Company
With more than 35 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®” dolls that have sold more than 15 million units, “Speedeez™” micro vehicles and play sets and the “Amazing” brand of interactive dolls and plush toys. Core licensed character and entertainment brands include Disney® 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.”  From its offices in Hong Kong, China and the United States, Playmates designs, develops, markets and distributes its products in over 60 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.