Nelvana's Max & Ruby Hop Into U.S. Toy Market

files/pictures/picture-35.jpgPress Release from Nelvana Enterprises

(June 13, 2011 – Toronto, Canada) – Nelvana Enterprises is pleased to announce their partnership with Fisher-Price, Inc., the largest infant and preschool toy manufacturer and a subsidiary of Mattel, Inc., to act as its master toy partner in the U.S. for the popular bunny sibling brand, Max & Ruby.

Fisher-Price has developed a full range of toys – from plush to playsets to bath toys – that are sure to appeal to Max & Ruby fans everywhere. The products are expected to hit retail in Spring 2012 with a full launch in Fall 2012.

“With Max & Ruby’s ever-growing popularity, we are thrilled to partner with a toy company as innovative and trusted as Fisher-Price," said Colin Bohm, Managing Director, Nelvana Enterprises. "In 2012, devoted Max & Ruby fans will experience these bunnies as never before, in toys from Fisher-Price that truly capture the spirit of imagination and discovery that is core to this very special property."

Max & Ruby continues to be one of the most popular book series and animated TV programs for preschoolers. Over three million Max & Ruby books from author and illustrator Rosemary Wells have been sold to date.  It’s a top-rated TV series on Nickelodeon in the U.S. and Nelvana recently announced the production of 26 new episodes in association with Chorion.  Max & Ruby DVDs from Nickelodeon Home Entertainment have sold nearly 2.4 million units in the U.S. and KOBA Entertainment is touring a Max & Ruby stage show in the U.S. this year.

About Corus Entertainment Inc.
Corus Entertainment Inc. is a Canadian-based media and entertainment company. Corus is a market leader in specialty television and radio with additional assets in pay television, television broadcasting, children’s book publishing and children’s animation. The Company’s multimedia entertainment brands include YTV, Treehouse, Nickelodeon (Canada), W Network, OWN: Oprah Winfrey Network (Canada), CosmoTV, Sundance Channel (Canada), Movie Central, HBO Canada, Nelvana, Kids Can Press and radio stations including CKNW AM 980, 99.3 The FOX, Country 105, 630 CHED, Q107 and 102.1 the Edge. Corus creates engaging branded entertainment experiences for its audiences across multiple platforms. A publicly traded company, Corus is listed on the Toronto Stock Exchange (CJR.B). Experience Corus on the web at www.corusent.com [1].

About Fisher-Price
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NASDAQ:MAT) located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world.  The company's legacy of high quality toys has enhanced early childhood development for more than 80 years.  The Fisher-Price Play Laboratory, celebrating its 50th anniversary this year, was the first child research center of its kind in the industry. Herman Fisher established the Play Lab to observe real children playing with the company's toys during various stages of development. The Play Lab remains at the heart of product development today.  Some of the Company’s best-known “classic” brands include Little People®, Power Wheels® and View-Master.   Fisher-Price is also a leading developer of baby gear products (infant swings, bouncers, high chairs), as well as a wide array of character-based toys inspired by high quality children’s programming such as Dora the Explorer, Kung Fu Panda 2, Mickey Mouse Clubhouse, Penguins of Madagascar and Thomas & Friends.  The Company’s web site, www.fisher-price.com [2], provides valuable information and resources to parents and grandparents.