Animax to Handle Entertainment Initiatives for TY Inc’s Ty Girlz

LOS ANGELES – March 2, 2010 – Ty Inc, home of the famed Beanie Babies, has engaged leading digital entertainment agency Animax Entertainment to manage the online efforts of the Ty Girlz brand.

The partnership launches today with a new online advertising supported “freemium” free to play model in the kids and tweens targeted virtual world.  There are new virtual goods, new online games and activities, support for micropayments and a new loyalty program.  Original entertainment, licensed merchandise, online media and extensions to mobile devices and other social network platforms will also be implemented.

“We’re excited to continue working with Animax Entertainment on the development of the Ty Girlz brand.  Together we will be able to extend the brand’s reach and enable more girls to interact with each other in a growing online creative space,” said Chris Johnson, Ty Inc’s Chief Technology Officer.

“We’ve been working with Ty Inc for several years now building immersive worlds and games tied to their toys,” said Michael Bellavia, Animax Entertainment’s President.  “We’re also working with other toy and gaming brands who need a creative technology partner like Animax to run their online operations, build new revenue opportunities and offer a deeper well of content than they can offer on their own.”

Introduced globally in April of 2007, the Ty Girlz brand launched with a line of tween targeted fashion dolls and the first virtual world dedicated to girls (http://www.tygirlz.com).  Since launch, the line has expanded to three dozen dolls and ancillary product lines including clothing, accessories and pets.

About Ty Inc

Ty Inc is the world’s leading designer, manufacturer and distributor of children’s toys and collectibles.  In addition to the original Beanie Babies launched in 1993, the online connected Beanie Babies 2.0 plush, new lines like Li’l ones, Beanie Boos and Ty Girlz, the Oakbrook, IL based Ty Inc produces exclusive Beanies plush for characters like Dora the Explorer, SpongeBob SquarePants, Alvin and the Chipmunks and Hello Kitty among others.  This past year Ty Inc. had one of the most successful McDonald’s Happy Meal promotions that featured Teenie Beanie Babies that were linked to the Beanie Babies Virtual World.  Visit http://www.ty.com for more information.

About Animax Entertainment

Founded in 2001 and based in Los Angeles, Animax Entertainment is an award-winning digital entertainment agency and production studio.  The company develops creative technology solutions for clients include Disney, Nickelodeon, Spin Master, and Sesame Workshop.  Animax also produces original entertainment for brands including TV series for MTV and Global TV and the free online game portal Fun Nugget (http://www.funnugget.com).  Working with Little Pim, Animax recently launched an iPhone app targeted to preschoolers called Little Pim’s Word Bag that landed in the Top 25 Paid Education Apps.  Visit http://www.animaxent.com for more information.

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