The Dropstars(TM)
line builds upon Mattel 's portfolio of vehicles that capture what's
currently hot on the streets, in authentic and highly -detailed
collectible and working models. You
'aint got it like I got it.

About the Upper Deck Company
Founded in 1988, The Upper Deck Co.

airplanes collectibles

fisher-price." -- Wise LeBron
(Photo: http://www.
Upper Deck will unveil All-Star Vinyl lines in different sports in the
fall of 2006, including football, baseball and hockey. To celebrate the final episode in the Star Wars saga , BLOCKBUSTER
offers movies, games and exclusive merchandise that promises to keep the Force
with any fan until the release of Star Wars: Episode III Revenge of the Sith
on May 19. (NYSE: BBI) is a leading global provider of in-home movie
and game entertainment, with more than 9,000 stores throughout the Americas,
Europe, Asia and Australia.

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Dropstars(TM) die-cast and remote control
vehicles are inspired by actual cars featured at leading auto shows,
driven by celebrities and seen on television and in movies.UpperDeckStore.
Usually sold in boutique toy shops and through various Web sites , urban
vinyl collectibles are limited-edition designer toys that are, for the most
part, created by underground artists and released by independent toy
manufacturers in very limited quantities.

Urban Vinyl Collectibles: A Description, History
The trend originated in Hong Kong and Japan, recently becoming popular in
the United States.

About the Upper Deck All-Star Vinyl Design Team, Product's Development
The LeBrons figurines were first sketched by Upper Deck 's lead designer on
the product line, Chris Brunner, who has a background in comic books, concept
art and illustration. On May 4,
all 450 Game Rush@BLOCKBUSTER stores launch the Episode III game with events
starting at 11 p.

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Tyco(R) R/C Dropstars(TM) will be available in summer 2005 for $29.newscom.com/cgi-bin/prnh/20060209/LATH130)
Quoting from Nike's "The LeBrons" ad campaign -- featuring four characters
based on LeBron James' unique personality traits -- the line may also be
something sports collectors and "sneaker freaks" will soon be saying. A sign of its popularity: at the Toy Fair this February,
the industry will be officially recognizing this trend with its own exhibit
hall titled "Urban Bazaar: Indie Art Toys.

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Remaining True to Medium; Outreach to Sneaker Collectors
"As many of us at Upper Deck are big collectors of these types of toys, we
worked closely with our creative team to develop a product line that would
introduce sports fans and collectors to the unique styling of this medium
while remaining authentic to the underground scene that has supported this new
type of collectible toy," said Sanders.

barbie reads

----Mattel, Inc.99 and 13.99, respectively."
Urban vinyl figures, or designer toys, are thought of as not just toys,
but as pieces of art. The first trilogy is available in a collectible set with a
bonus DVD of footage.

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"Hot Wheels(R) and Tyco(R) R/C have a long history of identifying
automotive trends and bringing them to the mass marketplace for
collectors and car fans to enjoy, and Dropstars(TM ) is the next
evolution," said Mark Sullivan, senior vice president, Mattel Brands. Popular models scheduled for release
are:

Range Rover (available now)

Chrysler 300C HEMI(R) (available now)

Ferrari 360 Spider (available now)

Mercedes Benz SL55

'64 Lincoln Continental

Cadillac XLR

Small scale (1:50) Dropstars(TM) die-cast vehicles are available
now and feature such popular automotive models as:

-- Cadillac Escalade

-- Infiniti QX56

-- Lincoln Continental

The Tyco(R) R/C Dropstars(TM) line of radio controlled custom
vehicles feature illuminated wheel wells, Phat Lip(TM) Ultra-Deep Dish
Rims and soundtracks from the hottest hip hop artists.mattel.

Sanders went on to mention that the rise in popularity of basketball shoe
collecting served as additional inspiration for developing the line.
Whether it is movies , games, candy or collectibles, BLOCKBUSTER has the
entertainment options to make sure the celebration of the new Star Wars movie
is an epic event for every fan.

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"With their body styles, features and exclusive car model offerings,
Dropstars(TM) are the hottest line of vehicles right now. The simple story of good versus
evil resonates with people of all ages and will continue for many years to
come ," said Curt Andrews, senior vice president and general merchandise
manager for Blockbuster.

Watch the Movies Again and Again
Customers who want to host a pre-movie marathon or who just need to brush
up on the Star Wars story can rent or buy the five previously-released movies
at BLOCKBUSTER.

This category is for sites which offer to buy, sell, or trade toys, and reads like a classified ad.

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Business Editors/Toy Industry Writers

EL SEGUNDO, Calif.

Mattel, Inc.
Using photographs of LeBron from the ad campaign, Brunner's finalized
sketchwork turnarounds were then used as a starting point by artist Rocco
Tartamella to create a master sculpt that would be used to tool the 12-inch
figure. In a recent BLOCKBUSTER survey to determine which fuzzy creatures
or droids reign in the fictitious Empire, 27 percent rated the diminutive Jedi
Master as their favorite character followed closely by Chewbacca and R2-D2.

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Dropstars produced under license to Mattel, Inc. During the midnight
launch of the game, BLOCKBUSTER will sell the Episode III strategy guide at a
30 percent discount and will offer a 20 percent discount on any Xbox or
PlayStation 2 accessory.

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Full Series of The LeBrons - Including Business, Wise, and Kid - to Hit Hobby,
Other Retail in April

CARLSBAD, Calif.
Upper Deck is releasing 750 sneak-peek versions of Athlete LeBron to
coincide with NBA All-Star week. Preliminary sculpts
have already been designed for many of today's top athletes -- as well as
legends from the past . The rest of the
sculpt plays off of the attitude established with that facial expression.
"The legacy of Star Wars is enormous, whether you experienced the
excitement of the first movie in the theater or just recently learned the
difference between an Ewok and a Wookiee. "BLOCKBUSTER is the complete source for Star Wars
entertainment for the legions of faithful fans that are waiting for the movie
premiere. The game goes on sale at midnight on May 5.

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BLOCKBUSTER(R) Offers STAR WARS Entertainment That Is Out of This Galaxy

The company may be accessed worldwide at
blockbuster .

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99
for 1:16 scale and $99.
With worldwide headquarters in El Segundo, Calif.
According to Sanders, Upper Deck will release the full series of the four
characters (Athlete, Business, Kid and Wise LeBron) in April. The final steps included adding the
numerous details to LeBron's Nike Zoom III shoes, including the Swoosh logo
and leather paneling. Survey Findings, Exclusive Offerings and Midnight Events - All Part of the
Star Wars Celebration at Blockbuster

DALLAS, Need a break from camping
outside the movie theater with your lightsaber? Hop a starfighter over to
BLOCKBUSTER for Star Wars entertainment that is sure to please fans throughout
the galaxy .

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The edgy, limited-edition figures -- a creation in partnership with Nike
-- will be available online via Upper Deck's Web store
(http://www."

Yoda Named Favorite Non-Human Star Wars Character
Fans fond of the other world creatures of Star Wars will not be surprised
to learn that Yoda appears to be the all-time favorite non-human Star Wars
character.

FAVORITE NON-HUMAN STAR WARS CHARACTER
Including percentage of respondents familiar enough with Star Wars to answer
the question

Survey conducted through MarketTools, April 2005

* Yoda - 27%
* Chewbacca - 24%
* R2-D2 - 23%
* C-3PO - 11%
* Ewoks - 10%
* Jar Jar Binks - 3%
* Jabba the Hutt - 2%

Star Wars Game Action at Game Rush
Gaming enthusiasts who can't wait until the movie hits the theaters can
experience the ultimate Jedi action in the new Star Wars(R): Episode III
Revenge of the Sith(TM) video game for the PlayStation(R) 2 computer
entertainment system and Xbox(R) video game system from Microsoft.

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While custom designs have always been popular attractions at car
shows around the country, Dropstars(TM) represent a lifestyle that has
emerged from the automotive underground in recent years with vehicles
sporting elaborate rims, special detailing and often state-of-the-art
audio/video systems.com), including Little People(R), Rescue Heroes(TM ),
Power Wheels(R) and a wide array of entertainment-inspired toy lines.
For any fan seeking a leg up on their competition, Game Rush carries the
collectible Intec wireless Yoda controller.

Exclusive to Game Rush, the
controller is PlayStation 2 compatible and provides a unique advantage with a
dedicated lightsaber button that outwits opponents in battle.

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, (NYSE:MAT)(www. The
third -person action/adventure game features Anakin Skywalker and Obi-Wan
Kenobi in fierce battles and heroic lightsaber duels.com.

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Usually made of soft roto-cast PVC, referred to by
collectors as "vinyl ", many of the industry's product launches are held at
gallery openings or release parties where the toys are displayed side-by-side
with paintings and other types of art.

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(NYSE:MAT) today announced the launch of Dropstars(TM) -- a hot new
line of custom Hot Wheels(R) die-cast vehicles and Tyco (R) R/C remote
control cars that reflect today's coolest vehicles. "The edginess of the commercials and the
various personalities that LeBron portrays in the spots lends itself well to
the artistic nature of urban vinyl figures.

Please note that if the site offers retail sales of toys , it may be more appropriate for the Shopping category.

Please read the Shopping guidelines, then submit the site to the one most appropriate category of the directory.

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99 for 1:6 scale. The Mattel vision is to be the world's
premier toy brands -- today and tomorrow.

Upper Deck Teams With Nike to Launch 'The LeBrons' Action Figure Line Based on Popular TV Ad Campaign; All-Star Edition of 'Athlete LeBron ' Released Feb. 15

And: each vinyl figurine will come with detachable shoes, allowing the
ability to swap shoes and colorways from future figures. "We feel this element will add an interest beyond
sports collectibles enthusiasts and casual fans, offering hard-core sneaker
collectors an additional way to fuel their passion for the latest kicks.

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"
Just now hitting shelves, Dropstars (TM) die-cast mid-size vehicles
(1:20 scale) have some of the most staggering detail on the market ,
with color-matched interiors and "chromed" engine compartments,
opening doors, hood and trunk , aggressive body kits, and the signature
Dropstars(TM) overscale sizing. 15.
Then, Rocco roughed out the basic form of the figure including proportions
and posture according to the concept art.

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About Mattel, Inc. All will feature the red special edition
Nike Zoom LeBron III shoes and L23 gear James will be wearing at the game.
An expert sculptor, Tartamella has done numerous projects for major firms,
including McFarlane Toys, Sideshow Collectibles and Jazware toys.m. To top off an evening
of good versus evil, check out the display of special candies including Star
Wars M+M'S(R) and Pez(R) dispensers with characters including Darth Vader,
C-3PO, R2-D2 and Yoda.

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Scheduled for
release this summer, the assortment will include the following cars:

-- Chrysler 300C

-- Dodge Magnum

-- Land Rover Range Rover

Hot Wheels(R) Dropstars(TM) small-size and mid-size vehicles are
available at mass retail stores for $3."
This is Upper Deck and Nike's second partnership in as many years. Only
1,000 individually numbered pieces of each character will be sold at hobby and
specialty shops (MSRP $45). Customers can rent or buy Episode I or Episode II to
remember Anakin's descent to the dark side of the Force.

reads toys

Mattel Debuts Ultra-Hip Dropstars Custom Cars In Many Sizes with Authentic Designs; Fleet of Stylish Die-Cast Cars and Slick Remote Control Vehicles to Roll ou

Leading the toy and game market, the Mattel family is comprised of
such best-selling brands as Hot Wheels(R), Matchbox(R), American
Girl(R), Tyco(R) R/C and Scrabble(TM), as well as Fisher-Price brands
(www., Mattel employs more
than 27,000 people in 36 countries and sells products in more than 150
nations throughout the world., "Don't be jealous, boy."

Trend of TV to Toy
This is not the first time a character from a television commercial has
made the transition from the tube to the toy shelf.
Tartamella's primary goal was to stay true to the drawings, focusing on
the likeness -- or the facial features of Brunner's drawing.

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To truly encapsulate the style and fresh vibe of these automotive
works of art, the Mattel design team worked closely with leaders in
the automotive aftermarket known within the car culture for driving
the customizing trend.
"We are excited to work again with Nike, this time to introduce a new
style of sports figure to the marketplace," said Dave Sanders, brand manager
for Upper Deck Authenticated. Both the
Athlete LeBron and Kid LeBron figures will feature officially licensed Nike
shoes and clothing .
"We paid particularly close attention to nailing the details of LeBron's
shoes," said Sanders . is a premier global sports and
entertainment-publishing company that delivers a portfolio of relevant ,
innovative and multi-dimensional product experiences to collectors, sports and
entertainment enthusiasts.

About Blockbuster
Blockbuster Inc.

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com) is the worldwide leader
in the design, manufacture and marketing of toys and family products,
including Barbie(R), the most popular fashion doll ever created.
The reason? They hope to be among a limited group of fans to purchase
Upper Deck's first-ever urban vinyl sports action figure, a 12-inch, heavily
stylized designer toy depicting the All-Star forward's "Athlete LeBron"
persona from the now-famous TV spots .com) on Feb. In
2004, the two companies joined to create and launch an authenticated athlete
poster line. In the mid-to-late 1980s,
both The 'Noid (Dominos Pizza) and The California Raisins were sold at hobby
and retail shops, becoming cult collectibles.