NewKidCo Ships the First PlayStation Game Truly Designed for Young Girls; Hello Kitty's Cube Frenzy; Puzzle Adventure Game Stars Trendy Sanrio Character Hello Kitty as Herself.

NEW YORK--(BUSINESS WIRE)--March xx, 1999--NewKidCo(TM) LLC is once-again breaking new ground in the console marketplace with the shipment of the first PlayStation(R) title designed specifically for young girls, Hello Kitty's Cube Frenzy(TM). The Tetris-like puzzle adventure pairs NewKidCo with one of the most popular characters of all time, Sanrio's Hello Kitty(R). The title (targeted primarily to females 8 and up) allows players to interact with their favorite feline in a challenging game featuring fantastic 3-D worlds, challenging villains, fun trivia and all-new stories about Hello Kitty interwoven throughout the game. Hello Kitty's Cube Frenzy is now available for the estimated street price of $39.95.

For more than 20 years, the Hello Kitty character from Sanrio(R) has been featured on merchandise ranging from clothing and accessories, to stationery, school supplies and storybooks. In recent years, Hello Kitty mania has returned to the forefront of pop-culture, having found a new audience among young girls to compliment the already enamored adult crowd.

Hello Kitty's Cube Frenzy offers girls an exciting new way to experience the magic of this beloved character and her Sanrio friends. Players must maneuver falling cubes into building blocks to help Kitty collect prizes and climb to new levels. The game consists of eleven fascinating levels plus a bonus round. As the player progresses, the levels become more challenging. Throughout their adventure, players will encounter several fun incarnations of Hello Kitty, including Cowgirl Hello Kitty, Astronaut Hello Kitty and Snowboarding Hello Kitty. Additionally, as a special treat, all-new Hello Kitty images are interwoven into the game. With three playing modes, Hello Kitty's Cube Frenzy allows girls to play alone, with a friend as a teammate, or with a friend as an opponent.

About NewKidCo International:

NewKidCo International Inc. (OTC BB:NKCIF)(TSE:NKC) owns a controlling interest in NewKidCo LLC, a joint venture publishing video games for young children on "next generation" game console systems. NewKidCo's mission is to become the leading provider in the children's video game category with such popular licensed properties as Sesame Street's `Elmo' from Children's Television Workshop(R), Steven Spielberg presents TINY TOON Adventures(R) from Warner Bros and Hello Kitty(R) from Sanrio. NewKidCo's products are sold nationwide through the retail channel. For more information please visit http://www.newkidco.com

Alpha Software Corporation based in Burlington, Mass. is a wholly-owned operating company of NewKidCo International Inc. publishing CD-ROM titles in the business utility, entertainment and lifestyle categories.

Sony Computer Entertainment America Inc.

Sony Computer Entertainment America Inc. distributes and markets the PlayStation game console in North America, develops and publishes software for the PlayStation game console, and manages the U.S. and third party licensing program. Based in Foster City, Calif., Sony Computer Entertainment America Inc. is a wholly-owned subsidiary of Sony Computer Entertainment Inc.

Sanrio Company, Ltd.

Sanrio designs and distributes over 11,000 items branded with its own characters including Hello Kitty(R), Keroppi(R), Pochacco(R) and Badtz-Maru(TM). In the US, Sanrio operates and licenses the Sanrio Gift Gate and Sanrio Surprises boutique store chains. Additional distribution is through leading toy and gift retailers. Sanrio world-wide revenues exceed $1.2 billion. Information is available at http://www.sanrio.com.

Hello Kitty(R) is a trademark of SANRIO CO., LTD. (c)1976, 1999 SANRIO CO., LTD. Used under license. PlayStation is a registered trademark of Sony Computer Entertainment Inc. All other names are trademarks or registered trademarks of their respective companies.

Forward-looking statements in this release are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Investors are cautioned that all forward-looking statements involve risk and uncertainties, including without limitation risks of intellectual property rights and litigation, risks in technology development and commercialization, risks in product development and market acceptance of and demand for the Company's products, risks of downturns in economic conditions generally, risks associated with competition and competitive pricing pressures, risks associated with foreign sales, risks associates with the sell-through of products in the sales channels, risks associated with customer concentration and other risks detailed in the Company's filings with the Securities and Exchange Commission.

Press material can be accessed at http://www.newkidco.com