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Cartoon Network Enterprises Partners with MEGA Brands to Create Construction Toys Based on Generator Rex

Generator Rex

First Partnership Between the Two Companies Will Introduce Construction Toys Based on the Generator Rex Television Series, Launching Globally in Fall 2011

MONTREAL and NEW YORK, Oct. 5 /PRNewswire-FirstCall/ - Cartoon Network Enterprises (CNE) and MEGA Brands (TSX: MB) announced today that they have entered into a global licensing agreement to develop construction toys based on the new boys action series, Generator Rex.

The global partnership marks the first time the two companies have partnered on product development, and will bring a full line of toys to international markets through a three-year agreement. MEGA Brands' Generator Rex construction toy line is scheduled to launch in the construction toy aisles in the U.S. in fall 2011, and will roll out in additional territories thereafter.

"There is a tremendous amount of excitement and momentum surrounding Generator Rex and the addition of MEGA Brands to our consumer products offering presents a great opportunity for the brand from a global perspective," said Christina Miller, senior vice president, CNE. "Construction toys are such a crucial element of how boys play and we're excited to work closely with MEGA Brands to bring Rex's world and abilities to life for our fans."

"We're very excited to have this exclusive opportunity to partner with Cartoon Network Enterprises and create the first construction toy line for their newest action series, Generator Rex," said Vic Bertrand, Chief Innovation Officer of MEGA Brands. "We look forward to bringing Rex and his powers to life through Mega Bloks and offering fans an action-packed building adventure."

The newest action-adventure original series from Cartoon Network, Generator Rex is created by Man of Action (creators of the Ben 10 franchise) and produced at Cartoon Network Studios in Burbank, CA. The series follows Rex, a 15-year-old typical teenager with abnormal powers - including the ability to make his fists the size of boulders, sprout a jet pack out of his back and turn his legs into a lightning-fast motorcycle, among other talents - as he uses his superhuman abilities to help fight mutant creatures known as E.V.O.s (Exponentially Variegated Organism).

In the U.S., new episodes from the series debut on Cartoon Network on Fridays at 8:30 p.m. (ET/PT), with replays on Saturday mornings, and the network has committed to at least 40 episodes of the series. The brand is also supported by a massive online machine that includes the Nanite Master game featured at CartoonNetwork.com that has had more than 6.9 million game plays since its launch in March (source: Omniture SiteCatalyst data), as well as a show page (www.generator-rex.com) and a Facebook fan page.


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About Cartoon Network Enterprises
Cartoon Network Enterprises (CNE) is responsible for building consumer products and merchandising programs for a wide range of brands by securing and supporting long-term licensing partnerships across all categories. As the global branding and merchandising arm of Cartoon Network and Adult Swim, the division manages the consumer product programs for the networks' award-winning original programming, brands and characters including Ben 10, Generator Rex, Chowder, The Marvelous Misadventures of Flapjack, Adventure Time, Adult Swim and more. CNE also serves as a third party licensing agent through strategic partnerships with Nelvana Enterprises and Spin Master for the award-winning Bakugan brand and the PGA of America for the youth marketplace.

Cartoon Network (CartoonNetwork.com), currently seen in more than 97 million U.S. homes and 166 countries around the world, is Turner Broadcasting System, Inc.'s ad-supported cable service now available in HD offering the best in original, acquired and classic entertainment for youth and families. Nightly from 10 p.m. to 6 a.m. (ET, PT), Cartoon Network shares its channel space with Adult Swim, a late-night destination showcasing original and acquired animated and live-action series for young adults 18-34.

Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.

About MEGA Brands
MEGA Brands is a trusted family of leading global brands in construction toys, games & puzzles, arts & crafts and stationery. They offer engaging creative experiences for children and families through innovative, well-designed, affordable and high-quality products. Visit http://www.megabrands.com for more information. Follow us on Twitter @megabrands.

The MEGA logo, Mega Bloks, Rose Art, MagNext and Board Dudes are trademarks of MEGA Brands Inc. or its affiliates.

SOURCE MEGA BRANDS INC.