Pokémon Pandemonium is Back for Holiday 2007



    ...now ranked in Top 5 action figure brands, total Pokémon sales in
    Canada are expected to almost triple this year...

    TORONTO, Oct. 15 /CNW/ - Pokémon(R), the global pop culture phenomenon
that created a frenzy when it hit Canada in 1998, is back, and it's resurging
with significant speed with a new generation of fans. With the new broadcast
of the 10th television season entitled Pokémon: Diamond and Pearl on YTV this
fall, Canadian sales of new Pokémon merchandise are expected to escalate even
further.
    The Pokémon brand in Canada is expected to reach $30-million in retail
sales in 2007 which represents double and, in some categories, triple the
business it did in 2006 - including sales of video games, the Pokémon Trading
Card Game, toys, home décor, and apparel. This resurgence was fuelled by this
spring's launch of the Pokémon Diamond and Pokémon Pearl video games for the
Nintendo(TM) DS, featuring more than 100 new Pokémon characters, and the
introduction of a new expansion of the Pokémon Trading Card Game in May.
Pokémon Diamond and Pokémon Pearl are the fastest-selling video games in the
history of the series, with worldwide sales in excess of 10 million games, and
Pokémon Trading Card Game sales up an astounding 300 per cent.
    "Pokémon is a classic in the world of video games - since it launched the
brand has always been among our top selling video games," said Nintendo of
Canada vice-president and general manager Ron Bertram. "The two key drivers
behind the wild success of the Pokémon Diamond and Pokémon Pearl video games
are the renewed popularity of the brand, and the extraordinary nature of game
play that is enjoyed by longtime fans of Pokémon, plus a whole new generation
of kids." According to NPD, Pokémon Diamond and Pokémon Pearl video games are
the top two selling portable video games in 2007 to date.
    Already a top-rated program on Cartoon Network in the U.S., the Canadian
debut on YTV of the 10th season of the animated TV series called Pokémon:
Diamond and Pearl, is generating impressive ratings since its start on
September 28.
    "Pokémon toys started the year off within the top 10 most popular action
figures, and then the momentum of the launch of the Pokémon Diamond and
Pokémon Pearl video games nearly tripled sales of toys and catapulted Pokémon
into the top five action figure brands," said Eddie Hayden, Director
Marketing, JAKKS Pacific, Inc., a multi-brand company that designs and markets
a broad range of toys and consumer products including Pokémon products. "As a
result of this new wave of Poké-mania, we're working around-the-clock to make
sure we have enough toys to fill the influx of Holiday 2007 orders from
Canadian retailers."
    Pokémon is the collective name for the 490 characters that one can find,
catch, train, trade, collect and use in battle against rivals in the quest to
become a Pokémon Master. After launching in Japan in 1996, Pokémon came to
North America in 1998. Its arrival spurred a shopping frenzy that is still
remembered by an entire generation of kids and their parents.
    "A large assortment of Pokémon product is available at Toys R Us Canada,"
said Joe Ferraro, Divisional Merchandise Manager for Toys "R" Us Canada. "The
new Pokémon entertainment and toy products coming to market are fresh and
compelling to kids."
    Pokémon Diamond and Pokémon Pearl introduce a new generation of fans to a
new generation of Pokémon, featuring over 100 new characters hailing from the
region of Sinnoh - a new land of blue lakes, mysterious forests and snowy
hills.
    Pokémon merchandise is available at major retailers across Canada.

    About Pokémon USA
    -----------------
    Pokémon USA, Inc., a subsidiary of The Pokémon Company in Japan, manages
the property outside of Asia which includes licensing, marketing, the Pokémon
Trading Card Game, an animated TV series, home entertainment, the official
Pokémon website, and online retail center www.pokemoncenter.com. Pokémon was
launched in Japan in 1996 for play on Nintendo's Game Boy(R) and has since
evolved into a global cultural phenomenon. Pokémon was introduced in North
America in September 1998 and today is one of the most popular toy and
entertainment properties in the world. For more information, visit
www.pokemon.com.

    About Nintendo
    --------------
    The worldwide leader and innovator in the creation of interactive
entertainment, Nintendo Co., Ltd., of Kyoto, Japan, manufactures and markets
hardware and software for its popular home and portable video game systems.
For more information about Nintendo, visit the company's Web site at
www.nintendo.ca.

    About The Licensing Shop, Inc.
    ------------------------------
    The Licensing Shop, Inc. (TLS) is a Toronto-based licensing agency
specializing in the merchandising and management of entertainment brands in
Canada. It was founded in January 2006 by Stephen Fowler, former President of
3DO Europe, and Nancy Fowler, former President of DIC Consumer Products based
in Burbank California. TLS has represented the Pokémon brand in Canada since
April 2006.





For further information:

For further information: Media Contacts: Katherine Clark, Cathy Cowan,
Cowan & Company, (416) 462-8773 ext 55, katherine.clark@cowanandcompany.net

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