Disney Onlines Pixie Hollow Takes Flight at Toy Fair; New Fairies Virtual World Officially Unveiled

Fans Will Be Able to Create Their Own Virtual Fairy, Personalize a Fairy Home and Play and Chat with Fairy Friends While Exploring The Online World of Pixie Hollow

American International Toy Fair 2008

NEW YORK--()--At the 2008 American International Toy Fair, Disney Online officially unveiled the next exciting addition to the companys line-up of virtual worlds Disney Fairies Pixie Hollow, based on the wildly popular Disney Fairies franchise. Visitors to the new online world will be able to explore the homes and meadows that make up Pixie Hollow. Fans will play and chat with Fairy friends, go on quests for Tinker Bell, play games, earn badges, craft jewelry and clothes and personalize their Fairy world.

“Fans have already created millions of Fairy avatars on DisneyFairies.com, making it evident that there is a strong desire for additional content around these beloved stories and characters.”

The first phase of Pixie Hollow is scheduled to launch later this year, followed by a continuous roll out of in-game enhancements and product features.

Disney Fairies has proven to be one of the companys most successful franchises and we are excited to give fans the chance to live and play in the magical world of Tinker Bell by bringing Pixie Hollow online, said Steve Parkis, senior vice president, Disney Online. Fans have already created millions of Fairy avatars on DisneyFairies.com, making it evident that there is a strong desire for additional content around these beloved stories and characters.

In 2007, the Disney Fairies franchise generated more than $800 million in global retail sales with a wide range of Disney Fairies products that have captured the imagination of girls worldwide. Also unveiled at the Toy Fair event was an innovative new line of Disney Fairies Internet-connected toys featuring Clickables technology. The products will be the first to link online play within the Pixie Hollow virtual world to play in the real world. The new Disney Fairies line featuring Clickables technology will give girls new ways to extend their online experience by sharing Fairies, creating friendships, earning in-game items and unlocking exclusive content through traditional toys.

In anticipation of the games launch, fans can now visit www.DisneyFairies.com to create their very own personalized Fairy avatar, complete with the ability to select clothing styles and colors, accessories, hair style and more. After creating and naming their Fairy, online guests can share their Fairy with friends and family via e-mail, choose from a selection of approved messages to leave others who have made and published Fairies on the site, and decorate a room in which their Fairy will live. To date, nearly 5 million Fairies have been created at the popular Web site.

Disney Fairies is the latest endeavor in the creation of immersive and engaging virtual online worlds for kids and families that Disney pioneered in 2003 with the creation of Disneys Toontown Online, and followed up with the addition of Club Penguin and the recent launch of Pirates of the Caribbean Online. Leading virtual world industry analyst eMarketer predicts by 2011, an estimated 53% of U.S. children and teen Internet users will visit virtual worlds--up from 24% in 2007. (Source: eMarketer, September 2007)

About Disney Online

Disney Online (www.disney.com), a division of the Walt Disney Internet Group, produces the number one kids' entertainment and family community destination on the World Wide Web. Launched in 1996, Disney.com is the online gateway to all of the company's Disney-branded entertainment initiatives, providing comprehensive access to, and information about Disney movies, travel, television, games, mobile, music, shopping and live events. Disney.com also features Disney XD, a highly interactive broadband experience, that lets Disney.com guests create their own customized online channel with games, videos, music, and chat - all of which can be enjoyed simultaneously in an immersive environment.

In addition, Disney Online develops and publishes a range of online products and services including Pirates of the Caribbean Online, Disney's Toontown Online, Playhouse Disney Preschool Time Online, Disney Game Downloads, Disney Game Kingdom Online, Disney Connection and Hot Shot Business.

The Walt Disney Internet Group (WDIG) is a unit of The Walt Disney Company (NYSE:DIS).

Contacts

Walt Disney Internet Group
Katie Gerber, 310-623-2262
Katie.Gerber@disney.com
or
360 Public Relations
Stacey Clement, 617-585-5774
sclement@360publicrelations.com

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