Smiley Central Studio Gives Kids a New Way to Express Their Creativity Online and Offline with Smileys

Toy innovator Techno Source, and Mindspark Interactive Network, Inc., a wholly owned company of Internet powerhouse IAC, have partnered to create a new creativity Web site and line of affordable Internet-connected toys under the new Smiley Central Studio™ brand that will allow kids to express themselves with smileys. The toys will unlock special content at SmileyCentralStudio.com, a free online art studio that allows kids to create, personalize and share their expressions in unprecedented ways.

The new Web site (www.SmileyCentralStudio.com) and Smiley Central Studio toys will make their debut at the American International Toy Fair February 15-18 (booth #3149). Kids will be able to make and share their own unique smileys and experience the complete online art studio at SmileyCentralStudio.com beginning in June 2009. In fall of 2009, kids will be able to collect their favorite Smiley Central Studio characters in the form of plush, collectibles and activity kits. Each of these will include a code to unlock premium content online and enhance the creative experience. Smiley Central Studio toys are appropriate for children ages 6 and up and will retail for under $10.

“In this economy, parents are looking for affordable, at-home activities that offer great play value for their kids,” says Eric Levin, president, Techno Source. “We are so excited to be offering a much needed new option that not only encourages creativity, but also is thoroughly fresh and modern. Smiley emoticons have become an integral part of modern communication. They allow us to express ourselves in such a powerful way. SmileyCentralStudio.com taps into this powerful trend—and fills a huge void when it comes to kids’ creativity online.”

At SmileyCentralStudio.com, a COPPA-compliant and family-friendly online environment, kids can mix and match smiley parts to create unique emoticons online with the “smiley creator” and then share them via e-mail, print and mobile phone; make personalized greeting cards, invitations, calendars, computer wallpaper and more with the Design Center; and even post their latest creation in the community gallery for everyone to see.

Currently, Mindspark’s SmileyCentral.com offers its more than 12.5 million unique monthly users the most popular emoticons online. About 4 million smileys are sent weekly from Smiley Central’s library of more than 12,000 smileys. To date, over 3.35 billion smileys have been sent using e-mail, chat windows, blogs, social networking sites and mobile phones. Smiley Central® is one of the most downloaded applications in the U.S.

“Since 2003, SmileyCentral.com has changed the way people communicate online by providing consumers with best-in-class emoticons. It is a very natural evolution for us to expand our consumer relationship to include kids and even take our characters into retail,” says Mike Primiani, senior vice president of strategic partnerships, Mindspark. “SmileyCentralStudio.com and Smiley Central Studio toys combine kids’ favorite play patterns of collecting, creating, connecting and sharing in a fresh new way.”

Beginning fall 2009, kids can express how they feel, who they are, and who they want to be with Smiley Central Studio toys. Each Smiley Central Studio toy includes a secret code to unlock smiley parts, accessories and even art tools and assets at SmileyCentralStudio.com. It’s simple: Collect! Click! Create! Communicate!

• Collect Smiley Central Studio plush, figurines, bobblers, charms and activity kits. Every purchase includes a secret code that unlocks special online content.
• Click – Enter product codes at www.SmileyCentralStudio.com to unlock smiley parts and accessories. Register multiple products to unlock special art tools.
• Create – Mix and match smiley heads, eyes, mouths and accessories to create unique emoticons using the “smiley creator.” Use the Design Center to create personalized greeting cards, invitations, calendars, computer wallpaper and screensavers, diary and scrapbook pages, and more.
• Communicate – Share customized smiley emoticons with friends and family via email, IM and mobile phones. Post new smileys to the online community gallery or print them out to show them off.

Smiley Central Studio toys range in price from $4.99-9.99.

About Techno Source

One of the fastest growing companies in the toy business, Techno Source is a privately held toy company headquartered in Hong Kong and with offices in New York. The company is committed to delivering high-quality toys and games featuring top-tier licensed brands at aggressive price points. Its award-winning branded product portfolio includes Smiley Central®, Printies™, Disney®, Clickables™, Rubik’s®, Bee® & Bicycle® (U.S. Playing Card Company), Intellivision™, Sesame Workshop®, Phase 10® (Fundex), Are You Smarter Than a 5th Grader?™ (Mark Burnett Productions), Guess What I Am!™, Ouaps™, X vs. Y, and Electronic Touch-Screen Sudoku™. For more information, visit www.technosourceusa.com.

About Mindspark™

Mindspark Interactive Network, Inc. a wholly owned business of IAC (Nasdaq: IACI), is a leading developer of social networking applications, informational websites and portals that enable users to creatively and visually express themselves online. Mindspark brands include Zwinky®, Zwinky Cuties™ Girlsense®, Smiley Central®, Webfetti™, IWON®, Vimeo™, Life123™, Green.com™, Kazulah™, Popular Screensavers™, MyFunCards™, Cursor Mania™, as well as the Excite® portal.