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Jada Toys' Hot "Chub City" Property Continues Rapid Growth

Miscellaneous: Jay Cochran - 2006.07.14
Chub City, one of the nation's hottest toy lines, debuts its latest products, edgy characters and marketing partnerships at Comic-Con International 2006, July 19 to 23 at the San Diego Convention Center. Brainchild of leading die-cast and radio control manufacturer Jada Toys, Chub City was launched in July of 2005 to great fanfare and is currently supported by Wal-Mart, Toys R Us, Target , Kmart, and Kay Bee Toys, among others, and is on 11,000 shelves globally.

Jada Toys will utilize Comic-Con International (Booth number 4515) to introduce several summer and fall additions to the Chub City line including a nine-inch full function radio controlled car capable of driving forward, backward, left and right. The new "MC" line features your favorite 2.5 inch articulated character cruising the streets in his/her own customized car with chrome wheels. Magnetic accessories are included to "trick out" each vehicle. Although a hit among boys, the first female character, Mia, also makes its appearance at ComiCon.

Chub City follows the adventures of six of the hippest kids who live in a multi-ethnic, animated neighborhood where their ambitions rule the streets in style while cruising in the hottest rides (www.chubcity.com). The Chub City crew support each other's goals and determination to become successful with their unique talents. Whether it's Chub C. on the microphone or J. Hustle on the basketball court, these kids know hard work and perseverance are the only true paths to stardom. The forthcoming re-launch of the website will allow fans to interact with each of the Chub City characters and offer profiles, games, contests, exclusive features and more.

"Chub City since its debut has been recognized as the hippest and edgiest boy property out in the market place," said Marlene Cuesta, director of licensing for Jada Toys. "With licensees already on board we are very excited to take Chub City to the next level by expanding the product line and continuing to grow our licensee partners."

The success of Chub City at retail has already led to several licensing deals including a relationship with Starwave Mobile, the mobile licensing and publishing unit of the Walt Disney Internet Group. Starwave is currently developing a suite of Chub City content for mobile phones, targeted to launch this winter, including a mobile game and personalization content. Milk cap collectibles return in a big way as Imperial Toy is soon to introduce Chub City "Slammer Whammers".

A global promotion with one of the world’s leading Quick Service Restaurants will launch Chub City premiums in February 2007.

In the not-too-distant future, Chub City will bring its exciting urban/hip characters to life on the “small screen? with an animated version of this unique toy line. Jada has partnered with leading-edge production company State Street Pictures, "Soul Food", "Barber Shop I & II", "Roll Bounce", to explore relationships with television, movie and entertainment companies.

Jada has implemented a comprehensive regional and national marketing and promotional campaign in support of Chub City combining traditional print and online advertising on various popular children sites, plus an aggressive public relations campaign.


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