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Kids Turn Gaming News

2K Play Gets the Party Started with Birthday Party Bash Exclusively for Wii™ – Just Add Kids & Cake!

Birthday Party Bash Exclusively for Wii™

Duncan Hines®, Party City® and Evite® Help Throw the Ultimate Home Party Experience

NEW YORK --(Business Wire)-- May 06, 2009 2K Play, a publishing label of Take-Two Interactive Software, Inc. (NASDAQ: TTWO), today announced Birthday Party Bash, an innovative game exclusively for the Wii™ system from Nintendo that will transform living rooms across the nation into “Party Central” beginning July 14. Birthday Party Bash gives savvy moms and dads a complete “Party-in-a-Box”, including themed games, invitations, money-saving coupons and a how-to guide to throw the best next generation birthday party for their kids.

“Getting older is about to become a lot more fun,” said Steve Lux, vice president of business development for 2K Play. “With Birthday Party Bash, we’ve partnered with the most trusted party experts to deliver the ultimate home birthday party experience – from new twists on classic games to customized themes. We’re excited to give kids the gift of great memories and offer parents meaningful value.”

Up to 12 party goers can join in the festivities as they whack, roll, splash, pop, scribble, climb, jump, and shimmy their way through more than 20 birthday games, including Piñata Blast, Duncan Hines Cake Stacker, Present Frenzy and Birthday Blowout. The birthday boy or girl can also choose from ten party theme rooms to set the scene for an unforgettable bash, from “Pirates,” complete with sword and treasure chest, to “Princess,” with a royal castle, a fancy crown and unicorn. When it’s time to break for cake, a lively rendition of the traditional “Happy Birthday” song will play for everyone to sing along in karaoke-style, with a virtual cake on screen.

With the average cost of a child’s birthday party now topping $500*, 2K Play has partnered with Duncan Hines, discount party super store Party City®, and Evite.com, the leading on-line invitation website, to offer parents a money-saving, whole-party solution. Birthday Party Bash includes a guide filled with tips on planning a birthday celebration; 12 packed-in, ready-to-mail party invitations; customized Birthday Party Bash on-line invitations for the digital-minded host; and in-the-box coupons from Duncan Hines and Party City to outfit the party with decorations, party supplies and dessert. In addition, Birthday Party Bash will appear on millions of packages for Duncan Hines’ new confetti cupcake baking mixes.

Birthday Party Bash was developed by 2K’s Cat Daddy Games studio, the creators of the highly successful Carnival Games franchise, which has sold over four million copies to date. Birthday Party Bash will be available at retailers nationwide on July 14, 2009 for the suggested retail price of $39.99 and is rated E for Everyone by the ESRB. For more information, please visit www.2kgames.com/2kplay.

*According to Evite.com Party Budget Estimator typical costs for a 3-hour party with 12 kids range from $410- $547.

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About Take-Two Interactive Software
Headquartered in New York City, Take-Two Interactive Software, Inc. is a global developer, marketer, distributor and publisher of interactive entertainment software games for the PC, PLAYSTATION®3 and PlayStation®2 computer entertainment systems, PSP® (PlayStation®Portable) system, Xbox 360® video game and entertainment system from Microsoft, Wii™ and Nintendo DS™. The Company publishes and develops products through its wholly owned labels Rockstar Games, 2K Games, 2K Sports and 2K Play; and distributes software, hardware and accessories in North America through its Jack of All Games subsidiary. Take-Two's common stock is publicly traded on NASDAQ under the symbol TTWO. For more corporate and product information please visit our website at www.take2games.com. About Duncan Hines
In March 2004, Pinnacle Foods Corporation acquired the Duncan Hines brand from Aurora Foods who had purchased it from Procter & Gamble in January 1998. Today, the Duncan Hines product line includes over 80 different sweet baked-good mixes ranging from cakes and brownies to muffins and cookies as well as ready-to-spread frosting. All mixes and frostings are developed in memory of Duncan Hines’ inventive spirit to inspire a love of baking. In 2007, Duncan Hines expanded into the frozen sweet goods aisle with the introduction of Oven Ready! Home-style Brownies. In 2008, Duncan Hines brought baking to a whole new level with Moist Deluxe Decadent Carrot Cake.

About Evite
With over 22 million registered users, Evite (www.evite.com) is the leading online invitation and social event planning service on the Web. Evite helps hosts get their parties started with hundreds of stylish invitation designs that are free and easy to use. Evite facilitates nearly 7 million parties, get-togethers and gatherings every year, for which over 250 million, tree-free Evite invitations will be sent in 2009 – that’s over 25,000 invitations every hour! In addition to invitations, Evite also offers a wealth of creative party ideas, planning checklists and other tools. Launched in 1998, Evite is headquartered in Los Angeles and is a wholly-owned, operating business of IAC (Nasdaq: IACI).

About Party City
Party City Corporation is America's largest discount party goods chain. Party City currently has more than 600 company-owned and franchise stores in the United States and Puerto Rico. To learn more about Party City, call 1-800-477-4841 or visit the company's website at www.partycity.com

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