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Upper Deck Entertainment Joins Forces with Rainbow SRL and 4Kids Entertainment to Create New Winx Club™ Trading Card Game For Girls

"Winx Club Magical Fairy Game" to Launch Exclusively at Toys "R" Us on May 15

UDE Kicks Off Trading Card Game Launch with New Winx Club Comic Magazine Later in May

Setting the mark as the industry’s leader in trend and innovation, Upper Deck Entertainment (UDE) -- in association with Rainbow Srl and 4Kids Entertainment – has announced plans to release a brand new trading card game made especially for girls. Based on the popular animated series created by Iginio Straffi (owner of Rainbow Srl) -- "The Winx Club" (currently airing on 4Kids TV & Cartoon Network) -- the two-player Winx Club Magical Fairy Game starter set will be sold exclusively at nationwide Toys "R" Us stores beginning May 15 through September 15. The game will also be launched simultaneously throughout participating retail stores in Canada, Australia and New Zealand.

"We are thrilled to team up with Rainbow Srl and 4Kids Entertainment to produce the next big trading card game for girls – the Winx Club Magical Fairy Game," said Jerry Bennington, Vice President of Upper Deck Entertainment. "We lead the industry in trendsetting and in innovation. Combining our expertise in creating unique trading card games with Rainbow Srl’s hit property and 4Kids’ extensive knowledge in developing exciting new properties, I am confident the Winx Club Magical Fairy Game will be a success."

"We are pleased to expand our relationship with Upper Deck and produce a new card game for another one of our leading properties," said Alfred R. Kahn, Chairman and Chief Executive Officer of 4Kids Entertainment. "The Winx Club is particularly important to us because it represents one of 4Kids’ first properties specifically targeted to the undeserved girls market. We are pleased to have strong licensees like Mattel for toys, and Upper Deck for cards, rolling out new and exciting products for Winx Club."

The exclusive launch will be supported with a national advertising campaign and on-air promotion on 4Kids TV and the 4Kids.TV Web site. In addition, kids will be invited to design their own Winx Club trading card as part of "The Magix In The Cards" contest. The winning design will be featured in a future Winx Club card game. The winner also will receive a Toys "R" Us gift card valued at $1,000. Over 150 other prizes will be awarded, such as Winx Club toys and games.

The Winx Club Magical Fairy Game follows the adventures of the five fashion savvy teenage girls – Bloom, Stella, Musa, Flora and Tecna – as they use special powers to transform into magical fairies and save the universe. Utilizing glitter Magix cards, and scented Power cards, players work together with friends, and with the Winx Club fairies to defeat the Witches in a secret midnight battle.

A worldwide television hit series produced in collaboration with top Italian designers, the Winx Club Magical Fairy Game focuses on cooperative play patterns created just for girls, and incorporates several teen girl topics such as love, friendship, fashion and magic. The two-player starter set includes two 30-card starter decks, magical fairy rings, a play-mat, a scoring wheel with usable hair bands, and a glitter die all encased in a stylish Winx Club tin.

The Magical Fairy Game will be showcased in a shipper program and merchandised with the premiere issue of the Winx Club Comic Magazine that includes a free Winx Club fashion handbag. The new 64-page Winx Club Comic Magazine highlights the fabulous Winx Club and their whimsical adventures. The monthly magazine will include over 40 pages of graphic novel content and over 10 pages of entertainment-related stories centering on fashion, technology, music, friendship and fun. The debut issue will include an exclusive interview with Winx Club siren Bloom and her special Friendship Card from the Winx Club Magical Fairy Game set.

About The Upper Deck Company, LLC.
The Upper Deck Company, LLC is a premier sports/entertainment publishing company which delivers a portfolio of relevant, innovative and multi-dimensional product experiences to collectors, sports and entertainment enthusiasts. For more information on Upper Deck and its products, please log onto www.upperdeck.com.

About Rainbow Media
Rainbow S.r.l. is a leading European animation producer with an award-winning team including animation directors, scriptwriters, story-editors, senior 2D&3D animators, special effects operators plus a fully dedicated sales and licensing department. Do visit the Rainbow S.r.l. web site for further information: www.rbw.com

About 4Kids Entertainment, Inc.
Headquartered in New York City with international offices in London, 4Kids Entertainment, Inc. (NYSE: KDE) is a global provider of children's entertainment and merchandise licensing. 4Kids, through its wholly owned subsidiaries, provides domestic and international merchandise licensing; television, film, music and home video production and distribution; media planning and buying; product development; and Web site development. For further information, please visit the Company's Web site at www.4KidsEntertainment.com.

Source: The Upper Deck Co, LLC
Date: May 19, 2005

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