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Playmates Awarded Atomic Betty Toy License

Breakthrough Animation's licensing agency Joy Tashjian Marketing Group has awarded Playmates Toys the master toy license for ATOMIC BETTY. January '05 is set for roll-out of the ATOMIC BETTY line, which will encompass dolls, playsets, action figures and toy accessories based on the animated series, which makes its debut on Cartoon Network this fall as well as TELETOON (Canada), M6 (France), TELETOON (France) and Cartoon Network (UK). In addition, the series has thus far been licensed to more than 55 countries worldwide.

"We are extremely pleased to award the ATOMIC BETTY master toy license to Playmates Toys. One of the industry's most prominent and innovative companies, Playmates has applied its extraordinary creative resources to create a toy line that fully captures the empowering spirit that ATOMIC BETTY embodies. We look forward to working with Playmates towards a successful launch of the ATOMIC BETTY toy line," said Kevin Gillis, a managing partner of Breakthrough Animation Inc and an exec producer of the series.

"With nearly four decades of success, Playmates Toys Inc. is among the most well respected and creative marketing companies in the global toy industry. We are thrilled not only with the play appeal of the line that Playmates has created but also with the way in which these toys will enable kids to immerse themselves in ATOMIC BETTY's world," said Joy Tashjian.

"The ATOMIC BETTY animated series is exceptionally rich in all of the key character and story elements that make for great toys. The series' humor, frantic action and fast paced adventure inspired us to create a feature filled line that will bring Betty and her world to life for fans of all ages. We are very pleased to be partnering with Breakthrough Animation and Joy Tashjian in the launch of a toy line that reflects the hip attitude and fun of this exceptional property," said Playmates Toys president, Lou Novak.

ATOMIC BETTY follows the adventures of Betty, the little brainy girl next door, who has a secret life as "Atomic Betty, Galactic Guardian and Defender of the Cosmos." The series was created by Atomic Cartoons and developed by Breakthrough Animation and Fresh Produce. An official Canada-France co-production, the series is produced by Breakthrough Animation Inc. and Atomic Cartoons with Tele-Images Kids in association with TELETOON Canada and the participation of the Shaw Fund and the Canadian Television Fund.

Toronto-based Breakthrough Films and Television is a producer of popular children's, factual, drama and lifestyle programming. Over the past 20 years, executive producers Ira Levy and Peter Williamson have built a creative partnership to establish themselves as one of Canada's most prolific providers of television programming, having produced more than 250 half-hours of programming in 2003 alone. For more information, visit

With more than 35 years of experience, Playmates Toys Inc., headquartered in Costa Mesa, California, is among the leading marketing companies in the global toy industry. Playmates designs, develops, markets and distributes its products in more than 60 countries worldwide. Playmates Toys Inc. is a division of Playmates Holdings Ltd, a Hong Kong-based company whose stock is traded on the Hong Kong Stock Exchange.

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Rick DeMott
Animation World Network
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