Created by U.K.-based developer Rare, Viva Pinata is the first property to be introduced as part of an alliance between Microsoft and 4Kids Entertainment. It not only marks Microsoft's efforts to broaden the Xbox 360 audience beyond core gamers, it solidifies 4Kids' role as a leader and innovator in the world of children's entertainment marketing and licensing. Families can also gear up for even more pinata fun with the "Viva Pinata" video game, developed by Rare exclusively for the Xbox 360 video game and entertainment system; the game will be launched this holiday season.

"Today is an exciting day as we continue to reach out to new audiences and introduce families to a vibrant world that will not only entertain, but also inspire creativity and imaginations on many levels," said Shane Kim, corporate vice president of Microsoft Game Studios. "People of all ages are invited into the Viva Pinata universe, where they will meet a cast of wacky characters and enjoy an immersive interactive experience with the Xbox 360 game and Viva Pinata merchandise."

In addition to the Saturday morning 3-D animated television series, the Viva Pinata brand will offer a number of entertainment elements for everyone, from kids to adults, to enjoy. The Xbox 360 video game, which will hit store shelves in November, invites gamers to create their own environment where they can attract and host more than 60 species of wild piñatas and customize pinata-filled adventures in their unique, ever-growing world. "Viva Pinata" gameplay will continue to evolve with new content available via the Xbox Live® network and the ability to play, trade and interact with millions of gamers via the online gaming and entertainment network. An extensive product line of Viva Pinata-inspired merchandise across multiple categories will debut in 2007. The new "Viva Pinata" Web site, http://www.vivapinata.com , will be officially launched Sept. 11 and will feature the sights and sounds of Pinata Island.

"This is a brand the world will grow to know and love, thanks to a dynamic partnership with Microsoft Game Studios and Rare," said Alfred R. Kahn, chairman and CEO of 4Kids Entertainment. "The animated series premiere marks the first in a long line of exciting opportunities for kids and creative minds of all ages to interact with Viva Pinata, a brand that has the power to attract a diverse, worldwide audience."

Following the strategic alliance announced in January 2006 with Microsoft, 4Kids' exclusive representation agreement includes all broadcast, home video, music and merchandise licensing rights on a worldwide basis for the Viva Pinata property.