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TELETOON Gets Some SMAX! from Mattel

Canadas TELETOON has launched an on-air and online promotion to support the new Mattel toy SMAX! The online initiative includes a TELETOON-designed SMAX! Squeeze Web game, which highlights the new toy and uses color combinations to collect points. The campaign will run until March 27, 2005.

SMAX! are new collectible action figures whose heads pop off to reveal a colored "brain" inside. Each color, (purple, green, orange) indicates the winner in each battle, while all the characters have special personalities and names.

A 15-second promotion spot introduces the new toys to viewers and invites them to visit, in order to link to the special microsite to play the SMAX! Squeeze game and enter a contest for their chance to win one of 50 SMAX! prize packages. A minimum score in the SMAX! Squeeze game earns visitors a bonus contest entry. Players can use their mouse to click on the SMAX! character (one of three on the screen) to pop the head off. The head then travels up and hits the flying brains above. If the head hits the brains in the right color combination then they earn points. The 50 prize packages include: one SMAX! 3-pack, a SMAX! Single Figure, SMAX! tee-shirt and other TELETOON merchandise.

TELETOON is Canada's first and only 24-hour-a-day animation station, and is intended for both children and adults. With English and French language services, the network offers viewers classic cartoons and new animation from Canada and around the world. Founded in 1997, TELETOON is owned by Canada's Astral Media Inc. (40%), Corus Ent. Inc. (40%) and Cookie Jar Ent. Inc. (20%).

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Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks