ADVISORY/Fisher-Price Rescue Heroes and Toys ``R" Us Times Square Team Up With the FDNY and Yankees Pitcher Mariano Rivera to Teach Important Fire Safety Lessons.

News/Assignment/Sports Editors

ADVISORY...for Wednesday (Sept. 25)

--(BUSINESS WIRE)

All-Star New York Yankees Pitcher and FDNY Fire Fighters Help

Introduce New FDNY Rescue Heroes At "The Center of

the Toy Universe"

WHO/WHAT: Officials from The Fire Department of the City of New York
          (FDNY) and New York Yankees pitcher Mariano Rivera will come
          together at Toys "R" Us Times Square for a special day of
          fire safety education as the new, exclusive line of FDNY
          Rescue Heroes figures and fire truck are formally unveiled.
          Members of New York's bravest, along with Rescue Hero Billy
          Blazes(TM), will arrive on a fire truck to personally
          deliver the limited edition products to the store shelves.
          FDNY firefighter Kevin Hannafin will provide a fire safety
          lesson to all those in attendance.

        Introduced in 1998, the Rescue Heroes are a team of real-life,
        action figure heroes like firefighters, police officers,
        construction workers, mountain rangers, paramedics, etc., who
        provide positive role models for kids. As a result of the
        growing success of the line, Fisher-Price(R) approached the
        FDNY in December 2000 to talk about ways that Rescue Heroes
        might become "spokespeople" for fire safety. In May of 2001,
        Fisher-Price partnered with Toys "R" Us to create a special
        FDNY Rescue Hero figure that would be sold exclusively through
        the store with a portion of the profits being donated to the
        FDNY's Fire Safety Education Fund. After the September 11th
        tragedy, Fisher-Price and Toys "R" Us quickly made the
        decision to donate all the proceeds to the fund and
        significantly increase the production quantity. Together,
        Fisher-Price, Toys "R" Us and consumers helped raise over 1
        million dollars. Now, with the help of their friends at the
        FDNY and Toys "R" Us, Fisher-Price is expanding its exclusive
        FDNY Rescue Heroes line introducing five new characters and a
        FDNY fire truck, with a portion of the profits continuing to
        be donated to the Fire Safety Education Fund.

PHOTO/INTERVIEW
 OPPORTUNITIES: Photo opportunity as New York firefighters and Rescue
                Hero Billy Blazes deliver the new FDNY Rescue Heroes
                toys to Toys "R" Us Times Square.

                Interview and photo opportunities with FDNY fire
                fighters and dignitaries, along with New York Yankees
                pitcher, Mariano Rivera, known for his "fiery" fast
                ball.

                Photo opportunities of children, as they are taught a
                fire safety education lesson by New York firefighter
                Kevin Hannafin and Mariano Rivera.

WHEN/WHERE:

 Wednesday, September 25th            Toys "R" Us Times Square
 9:45AM (FDNY fire truck visual)      The Center of the Toy Universe
 10:00AM (Ceremony)                   1514 Broadway (at 44th Street) -
                                      New York