PRIMEDIA Enterprises Adds New Accessories Line under Lowrider Brand Name.

BioWorld and OC Import to Create Branded Headwear, Accessories and Sunglasses; Support Growing Consumer Enthusiast Marketplace

LOS ANGELES -- PRIMEDIA Enterprises, the business development arm of PRIMEDIA, today announced collaborations with BioWorld Merchandising, Inc. and OC Import to develop new accessories lines. New accessories will complement the highly successful Lowrider-branded apparel lines that span the Men's, Boy's and Junior's retail markets and mark the brand's continued push into lucrative retail categories. Nearly 4000 stores now carry Lowrider products to address increasing consumer demand.

BioWorld will create headwear, such as baseball caps and knit hats, bags, wallets and belts. The products will roll-out in Fall 2006, at specialty and mass retailers nationwide. Additionally, OC Import will create Lowrider sunglasses for men, women and children, for sale exclusively in the United States. The Lowrider-branded sunglasses will be available in retail outlets at the end of October.

"BioWorld is a great fit for the Lowrider brand. Like Lowrider, we specialize in providing consumers with products that are driven by lifestyle," said Jennifer Staley, Director, Licensing and Merchandising at BioWorld. "The value consumers held for the Lowrider brand was evident as was the significant opportunity to extend further into the accessories category. With this, we're able to give consumers more choice, and more ways to connect to Lowrider."

Shaun Dettloff, president, OC Import added, "We are delighted to develop a brand new line of Lowrider sunglasses. This is an opportunity to fuel a growing passion in an important consumer demographic. The Lowrider brand resonates with consumers and enthusiasts and we believe these accessories will be both useful and complementary to their lifestyle."

The latest Lowrider-branded accessories line adds to a robust consumer offering that includes men's, women's and children's sportswear, outerwear and lifestyle apparel. Additionally, toy vehicles, automotive accessories and car care products have all been developed under the Lowrider name.

"Lowrider brand extensions have proven to be one of our most powerful business development programs. We've seen its various incarnations penetrate popular culture, and add a dimension that reaches far beyond the pages of the publication," said Jacqueline Blum, president of PRIMEDIA Enterprises. "Both BioWorld and OC Import have a history of creating products that enhance the strength and equity of brands established in the marketplace, and as with any extension under our stable of enthusiast brands, this level of commitment is essential."

About PRIMEDIA Enterprises

PRIMEDIA Enterprises is the business development arm for PRIMEDIA, Inc.'s 120 enthusiast magazines. PRIMEDIA Enterprises has established brand extension programs for titles such as Motor Trend, Hot Rod, Lowrider, Super Street, Import Tuner and In-Fisherman. PRIMEDIA Enterprises extends the company's brands into consumer product categories such as apparel, accessories, toys, interactive games, automotive accessories and equipment, books, and calendars, as well as service licensing and promotions. Internationally, PRIMEDIA's content and brands are licensed in nearly one dozen countries around the world.