DIC Entertainment and Poets Road Launch New Tween Brand, ''KEWL''

Brand Rollout Includes Quarterly Free Publication Distributed in Tween Retail Destinations, a Website and Television Series

First Magazine Issue Features Zac Efron, SPG: The Slumber Party Girls, All-American Rejects, Gwen Stefani, Drake Bell, Miley Cyrus, Ashley Tisdale

DIC Entertainment and Poets Road launch all new tween brand KEWL which includes a free quarterly music-driven entertainment magazine distributed to tween retail destinations across the U.S. (Photo: Business Wire)

LOS ANGELES--()--DIC Entertainment (DIC), Geffen Records and Poets Road have partnered to launch an all new brand for tweens, KEWL, with a celebrity music-driven branded magazine, a website and a television review series in development tentatively called Everything KEWL.

KEWL Magazine is a collaboration between DIC, Poets Road and Geffen Records. The first issue of KEWL magazine, with over 500,000 copies shipped, will be available nationwide in retail outlets including Claires, FYE, Sam Goody, Skechers, Suncoast, Toys R Us and more. KEWL features on the cover an A-List of talent from the worlds of music, television and movies, including Zac Efron (Disneys High School Musical, Hairspray, Speed Racer), All-American Rejects, Gwen Stefani, SPG: The Slumber Party Girls (Geffen Records Dance Revolution, KOLs Secret Slumber Party on CBS), Drake Bell (Nickelodeons Drake & Josh), Miley Cyrus (Disneys Hannah Montana), Alfonso Herrera (RBD), Ashley Tisdale (Disneys High School Musical), and Jibbs (Geffen Records). In addition to featuring celebrities, KEWL offers fashion, quizzes, advice, horoscopes and posters. DIC, Poets Road and Geffen will publish the second issue of KEWL in June 2007. In conjunction with the magazine release, a daily updated corresponding website, www.kewlmag.com, launched this week and also features exclusive contests and user submitted content.

In addition, KEWL Magazine is being developed into an "Everything KEWL" review television series hosted by SPG: The Slumber Party Girls. Each episode will feature information and reviews on Movies, Games, Music, TV, Gadgets and Style for tweens. Viewers will be able to express their own opinions and watch clips on the kewlmag.com website.

To celebrate the debut of KEWL, an exclusive launch event will be held on April 14th at the famous Gibson Baldwin private showroom in Beverly Hills, California with celebrity performances and appearances, including SPG: The Slumber Party Girls. Sponsors include Gibson, Skechers, Pure Allure Crystal Collection, Izze Drinks, McDonald's, and more.

KEWL delivers compelling visuals and editorial and is the first music-focused magazine geared specifically to tweens, comments Mike Bundlie, Executive Director of KEWL and Head of Interactive, DIC. KEWL will be an ideal platform for advertisers seeking to reach this unique audience, and we are thrilled with the enthusiastic reception it has received from advertisers such as Bonne Bell, Skechers and Proactiv, and from promotional partners like ABC, New Line Cinema and Warner Bros.

DIC Entertainment, a fully-integrated global brand management company, is dedicated to creating, developing, producing, distributing, marketing and merchandising family-based intellectual properties. The Company serves as the worldwide licensor for brands such as McDonalds, Strawberry Shortcake and Horseland. DIC has distinguished itself by building one of the largest libraries of animation with approximately 2,800 half-hours of programming, including Inspector Gadget, Strawberry Shortcake, Sabrina, Madeline, Libertys Kids, Care Bears and Trollz. In 2006, DIC and AOLs kids online destination KOL launched the new branded kids programming block, KOLs Secret Slumber Party on CBS. As a pre-eminent supplier of kids' programming worldwide, DIC has developed strategic partnerships with key broadcast partners throughout North America, Europe, Asia, Latin America, Africa and Australia. Additionally, last year DIC acquired Copyright Promotions, a Pan-European licensing agency that represents the licensing rights of a broad portfolio of world-renowned companies including DreamWorks Animation, MGM, Marvel, Sony, Twentieth Century Fox, Viacom and The Football Association. DIC is headquartered in Burbank, California with offices in New York, Paris and London.

Geffen Records, a division of Universal Musics Interscope Geffen A&M, the worlds largest music company, is home to the planets top artists including Mary J. Blige, Snoop Dogg, Nelly Furtado, Counting Crows, Fergie and Floetry. Under the aegis of Ron Fair, who has launched and supervised the careers of Christina Aguilera, The Black Eyed Peas, The Pussycat Dolls, Keyshia Cole and Vanessa Carlton, the Slumber Party Girls are currently in the studio recording their debut which will be supported by music videos and a national tour.

Poets Road, Inc. is a new media design and brand development firm in Burbank, California. Focusing on products and brands that bring value to and entertain society, Poets Road, Inc. utilizes the experience of its staff in design, marketing, and technology to make each new project a success. With the mid-west origins and creative backgrounds of the entire staff, each project is in energetic, dynamic and caring hands. Poets Road, with its subsidiary JLOOP, has developed websites, cd-roms, advertisements and more for clients including Disney, Universal, WB, DIC Entertainment, AT&T, MTV, Paramount, CinemaNow.com, Sony Pictures, Honda, Acura, Firestone, Nickelodeon, Animation Magazine, and Tony Robbins.

Contacts

Three.Sixty Communications for DIC
Michelle Orsi, 310-372-2309
michelle@360-comm.com

Contacts

Three.Sixty Communications for DIC
Michelle Orsi, 310-372-2309
michelle@360-comm.com