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Skechers Leverages Original Branded Content And Characters

SKECHERS Entertainment, a division of global footwear leader SKECHERS USA, Inc. (NYSE:SKX), is leveraging the fast-growing popularity of its original branded content and characters with a comprehensive global licensing campaign.

Press Release from SKECHERS Entertainment

MANHATTAN BEACH, CA. – March 21, 2011 – SKECHERS Entertainment, a division of global footwear leader SKECHERS USA, Inc. (NYSE:SKX), is leveraging the fast-growing popularity of its original branded content and characters with a comprehensive global licensing campaign.  Paul Flett, senior vice president of global licensing for SKECHERS, will spearhead the ambitious program.

Among the initial properties driving this new initiative is Zevo-3, the first originally produced animated television series from SKECHERS Entertainment. Zevo-3 has enjoyed strong ratings success since premiering on Nicktoons in October 2010.  Additionally, the direct-to-DVD movie Twinkle Toes, which is currently in production, will be among the other key properties leading the licensing roll-out.

Under Flett’s direction, SKECHERS Entertainment will develop licensing partnerships in all categories including apparel, interactive, toys, games, accessories, food & beverage, stationery, gifts, arts & crafts, publishing, personal care, dress up & role play, home, novelty, seasonal and back to school.  The licensing effort dovetails with SKECHERS Entertainment’s robust entertainment production and development slate, which continues under the direction of Kristen Van Cott, senior vice president of creative development for SKECHERS Entertainment.

“SKECHERS Entertainment is committed to building properties that feature fun, appealing and totally original characters and stories,” said Van Cott.  “Under Paul’s direction, we will be able to dramatically increase the breadth and visibility of our characters and properties and give them a creative life completely independent of footwear.”

“As a leader in kids’ and family footwear with product sold at over 10,000 retail locations worldwide, SKECHERS has unparalleled power to leverage and further promote the revenue streams from our SKECHERS Entertainment characters,” said Flett. “Our enormous retail footprint, including approximately 400 of our own stores, combined with heavyweight marketing and advertising, enables SKECHERS to drive entertainment content sales and demand for our characters, even before we approach the licensing community.  Once on board, licensees will be able to leverage the cross-promotional strength of SKECHERS in a variety of extremely impactful and unique ways.”

In Zevo-3, three young heroes are given powers they never asked for, and are caught in a decades- old conflict between good and evil. With their DNA changed in an instant by the Zevo compound, Jason (Z-Strap), Ellie (Elastika) and Matt (Kewl Breeze) discover that their superhero status has its ups and downs.  What teenager wouldn’t want to have cool super powers?  But with those powers come some very grown-up responsibilities, like battling the evil villain Stankfoot, whose army of genetically altered freaks and monsters threatens their city, their lives, and their world.  Mark Hamill (Star Wars) leads the voice cast.

Developed from the #1 selling girl’s footwear brand that is now worth over $400mm at retail, the new Twinkle Toes movie is the story of 14-year-old Grace Hastings, who has a secret: a secret talent that is.  Grace is an amazing dancer, but a serious case of stage fright makes it impossible for her to dance in front of anyone but her pet bunny, Walter.  When her performing arts high school is threatened by financial problems, Grace realizes she must overcome her fear and embrace her twinkle toes to perform in a talent show and save the school!  An impressive voice cast includes Tom Kenny (the voice of Spongebob Squarepants), Emmy Award-winning actress Holland Taylor (Two and a Half Men) and teen star Corbin Bleu (High School Musical).

SKECHERS Entertainment:  Established in 2009 as a division of SKECHERS USA, Inc., SKECHERS Entertainment creates and markets quality programming for children of all ages across a wide range of platforms, including television and DVD.  The division’s first animated television series, the highly rated Zevo-3, premiered last Fall in the U.S. on Nicktoons.  SKECHERS Entertainment is completing production on its direct-to-DVD movie Twinkle Toes and has a dynamic development slate.  Visit www.zevo-3.com and www.twinkletoesusa.com for more information.

Based in Manhattan Beach, California, SKECHERS USA, Inc. designs, develops and markets a diverse range of footwear for men, women and children under the SKECHERS name, as well as under several uniquely branded names. SKECHERS footwear is available in the United States via department and specialty stores, Company-owned SKECHERS retail stores and its e-commerce website, and in over 100 countries and territories through the Company’s global network of distributors and subsidiaries in Canada, Brazil, Chile, and across Europe, as well as through joint ventures in Asia. Please visit www.skechers.com.

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Rick DeMott
Animation World Network
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