CITY OF INDUSTRY, CA--(MARKET WIRE)--Jul 21, 2008 -- Jada Toys, Inc. announces the release of its first wave of Encore Packs for the Guitar Hero® Air Guitar® Rocker(TM), the officially licensed Guitar Hero toy that marries the runaway success of the video game franchise by Activision (ATVI - News) and the air guitar phenomenon. The two new Encore Packs, 80's Rock and Heavy Metal, each featuring 10 songs, will be packaged with a stylized designer buckle. The packs will work in conjunction with the existing Guitar Hero® Air Guitar® Rocker(TM), enabling the user to expand their music library and collection of the genre specific buckles.

"The new Encore Packs take the fantasy of being a Rock Star to the next level," said May Li, President of Jada Toys. "The new tracks chosen for the Encore Pack are the top songs of their respective genres, are more challenging and more fun!"

The 80's Rock Encore pack will feature licensed hits "I Wanna Rock," "Round and Round," "Nothin' But A Good Time," "Cherry Pie," "Play with Me," and 5 Original freestyle riffs. The Heavy Metal Encore Pack will feature songs "Bark at the Moon," "Symphony of Destruction," "Mother," "You've Got Another Thing Comin," "Thunder Kiss 65," and 5 original freestyle riffs.

The interactive buckles reflect the style of music of each Air Cartridge. The Heavy Metal buckle features Guitar Hero® character Lars Umlaut set in relief against chrome while the 80's Rock buckle features iconic symbols, scorpions, and lighting bolts from the decade of big hair.

"We wanted each buckle to echo the type of music on the Air Cartridges," said Brandon Giraldez, Director of Toy Design. "Lars is the epitome of a Heavy Metal Rocker so we had to have him on one of the buckles... when you look at the design of the 80's buckle, the motifs, lightening and scorpions, are icons of that decade."

The Encore Packs will be available at Wal-Mart, Toys "R" Us, Best Buy and other retailers nationwide, starting August 1st, with a suggested retail price of $14.99 per pack. Additional waves of Encore Packs are currently in development.

For more information on the Guitar Hero® Air Guitar® Rocker(TM), check out http://www.airguitarrocker.com.

Headquartered in City of Industry, California, Jada Toys is a privately held, leading manufacturer of authentically licensed and highly stylized die-cast collectible and radio controlled vehicles. A popular product line with both children and adult collectors, Jada's brands include DUB City, Big Time Muscle, D-Rods, Option D!, High Profile, Chub City and Showroom Floor. Jada has also acquired major toy licenses for preeminent brands such as Guitar Hero and Speed Racer. Jada Toys' products can be found in the world's top retail and hobby stores including Wal-Mart, Target, Kmart, Best Buy and Toys "R" Us.

About Activision:

Headquartered in Santa Monica, California, Activision, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Founded in 1979, Activision posted net revenues of $1.5 billion for the fiscal year ended March 31, 2007.

Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision and its products can be found on the company's World Wide Web site, which is located at www.activision.com.

Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision's expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Activision generally uses words such as "outlook," "will," "could," "would," "might," "remains," "to be," "plans," "believes," "may," "expects," "intends," "anticipates," "estimate," future," "plan," "positioned," "potential," "project," "remain," "scheduled," "set to," "subject to," "upcoming" and similar expressions to help identify forward-looking statements. Factors that could cause Activision's actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include, but are not limited to, sales of Activision's titles, shifts in consumer spending trends, the seasonal and cyclical nature of the interactive game market, Activision's ability to predict consumer preferences among competing hardware platforms (including next-generation hardware), declines in software pricing, product returns and price protection, product delays, retail acceptance of Activision's products, adoption rate and availability of new hardware and related software, industry competition, rapid changes in technology and industry standards, protection of proprietary rights, litigation against Activision, maintenance of relationships with key personnel, customers, vendors and third-party developers, international economic and political conditions, foreign exchange rates, integration of recent acquisitions and the identification of suitable future acquisition opportunities, the timing and successful completion of the combination of Vivendi Games with Activision, the combined company's success in integrating the operations of Activision and Vivendi Games in a timely manner, or at all, and the combined company's ability to realize the anticipated benefits and synergies of the transaction to the extent, or in the timeframe, anticipated. Other such factors include additional risk factors identified in Activision's most recent annual report on Form 10-K and subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision as of the date of this release, and Activision assumes no obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of future performance and are subject to risks, uncertainties and other factors, some of which are beyond our control and may cause actual results to differ materially from our current expectations.

Guitar Hero © 2005-2007 Activision Publishing, Inc. Guitar Hero is a trademark of Activision Publishing, Inc.

Jada Air Guitar Rocker is designed and manufactured by Jada Toys, Inc. Patent Pending. All rights reserved.

Air Guitar and Air Guitar Rocker are trademarks of Jada Toys, Inc.

     Media Contacts For Jada Toys, Inc.:
     Ben Koon
     Director - Corporate Relations
     Email Contact
     (626) 810 8382