Applause and Nickelodeon Extend Successful Line of Rugrats Items With the Release of "The Rugrats Movie" Merchandise.

WOODLAND HILLS, Calif.--(ENTERTAINMENT WIRE)--Sept. 22, 1998--

New Product to Hit Store Shelves in Time for

"The Rugrats Movie" November Release

Applause and Nickelodeon introduce an array of new Plush, Figural and Mealtime Fun piecetypes based on "The Rugrats Movie," Nickelodeon's first animated feature film about a contemporary family's greatest adventure -- a new baby.

The Applause line of refreshed items continues to build on its previous successful products with an exciting new collection of Plush, Figural and Mealtime Fun items. Applause expands its line by unveiling additional products coinciding with the release of "The Rugrats Movie."

The new line includes three eye-catching (Angelica, Chuckie and Tommy) Full Body Puppets ($20 each/SRP), captivating Reptar and Spike Treasure Keepers ($4 each/SRP), a colorful Tommy & Spike Container ($25/SRP) and a Reptar Vinyl Kid's Cup ($5/SRP). Other new products inspired by the upcoming movie are the Tommy, Angelica and Chuckie Safari Mini Plush ($6/SRP) and the centerpiece of the line, the Reptar Wagon ($40/SRP).

"In partnering with Applause, we've created products that truly reflect the spirit of `The Rugrats Movie,'" says Maureen Taxter, Vice President and General Manager, Nickelodeon Licensing. "Our Rugrats products have been phenomenally successful to date and we are confident that it will continue to evolve as a classic property."

"The Rugrats Movie" introduces Dylan ("Dil") Pickles, Tommy's new baby brother. Dil's arrival sets off a new round of adventures for Tommy and the gang. This newest Rugrat will appear in 26 new TV episodes that begin airing after the film's release. Honoring Dil's arrival, Applause has developed the Dil Pickles Doll ($25/SRP), Dil Straw ($3/SRP) and Dil PVC ($3/SRP).

"We're thrilled to be Nickelodeon's strategic partner and play a key role in their major consumer products initiative in 1998. Applause will continue to offer a comprehensive line of innovative products with affordable prices that sell well due to the enormous popularity of Rugrats," said Chaz Fitzhugh, Director of Brand Management at Applause. "Because of the show's irreverent humor, Rugrats appeals to a wide range of children, as well as their parents."

The Rugrats product line from Applause is available at better gift, stationery, specialty, department, video and novelty stores nationwide. New Rugrats plush, figural and mealtime fun piecetypes will start shipping to retailers in September 1998.

Retailers and consumers can call 800/777-6990 to find out how to purchase product.

Rugrats, an award-winning animated adventure from a toddler's point of view, is currently Nickelodeon's highest-rated program among kids and adults, and consistently ranks among the top five series on basic cable. Recent studies show a whopping 95% brand awareness among kids 6 to 17. Research and product sell-through information has shown that Rugrats appeal almost equally to boys and girls across all age groups, and their parents.

In fact, Rugrats is so popular among kids 6 to 11 that the Cartoon Q scores top the charts. The Rugrats cartoon airs 13 times each week, attracting a total of approximately 24 million viewers, a third of whom are adults. The live Rugrats stage show is now touring the country and is on its way to becoming the year's highest-grossing touring family show outreaching Sesame Street and Barney.

The Rugrats crew includes Tommy Pickles, the one year-old hero; his friends Chuckie, Phil and Lil; his cousin Angelica; and now, baby Dil. Rugrats has received numerous awards since its U.S. premier in 1991, including a Cable Ace Award, as well as Emmy and Annie nominations.

Applause Inc., with headquarters in the Los Angeles suburb of Woodland Hills, is one of the leading gift companies in the industry.

Founded 31 years ago by Wallace Berrie, it offers an unequaled portfolio of classic licensed merchandise including some of the world's most popular characters from Disney, Looney Tunes, Sesame Street and Star Wars, as well as entertainment properties including Disney's "Mulan," Disney/Pixar's "A Bug's Life," and Nickelodeon's Rugrats. Applause also manufactures classic products such as Raggedy Ann & Andy, Sad Sam & Honey, Josef and Dakin Brand Plush.

Rugrats was created by Arlene Klasky, Gabor Csupo and Paul Germain.

Note to Editors: Nickelodeon, Rugrats and all related titles, logos and characters are trademarks of Viacom International Inc.