Save the Day the TONKA Way on the GameCube! TDK Mediactive Ships TONKA Rescue Patrol for Nintendo GameCube.

Entertainment Editors/Business Editors/High-Tech Writers

WESTLAKE VILLAGE, Calif.--(BUSINESS WIRE)--Nov. 14, 2003

TDK Mediactive, Inc. (OTCBB:TDKM), a global publisher of entertainment software, announced today that TONKA(R) Rescue Patrol is making its next-generation platform debut on the Nintendo GameCube(TM) video game system. Developed by Lucky Chicken Games, the game is now available at retail outlets throughout North America. Hasbro's TONKA brand is sub-licensed to TDK Mediactive by Atari, Inc. under a three-year worldwide agreement.

"With more than 5.5 million PC units sold to date, TONKA continues to be a leading PC CD-ROM franchise for boys, and has become an interactive favorite of kids and parents alike," said Michael Devine, executive vice president of sales and marketing, TDK Mediactive. "TONKA Rescue Patrol expands the creative play potential of the toys. It allows kids to actually get behind the controls of TONKA vehicles and immerse themselves in TONKA TOWN."

About the Game

Be the hero of town as you patrol its streets and lend a hand in classic TONKA rescue and construction vehicles! Explore five unique environments that expand as you play, with all your favorite TONKA TOUGH(TM) search and rescue vehicles in full 3D. You can even customize your vehicles. Perform exciting jumps and other stunt elements; earn rewards for your rescue efforts. And friendly TONKA JOE is always on hand to help you out if you need it.

About the TONKA brand

Founded in 1947, Hasbro Inc.'s TONKA brand is the leading preschool vehicle brand and a name that is synonymous with toughness, durability and fun. Last year, TONKA trucks were just one of two new inductees into the National Toy Hall of Fame(R) in Salem, Ore. TONKA is a trademark of Hasbro and is used with permission.

Atari continues to develop TONKA products for the PC CD-ROM. TDK is the exclusive interactive publisher of TONKA for the Game Boy(R) Advance and Nintendo GameCube(TM) video game system.

About Hasbro, Inc.

Hasbro (NYSE:HAS) is a worldwide leader in children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER, and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.

About Atari

New York-based Atari, Inc. (Nasdaq:ATAR) develops interactive games for all platforms and is one of the largest third-party publishers of interactive entertainment software in the U.S. The Company's 1,000+ titles include hard-core, genre-defining games such as Driver(TM), Enter the Matrix(TM), Neverwinter Nights(TM), Stuntman(TM), Test Drive(R), Unreal(R) Tournament 2003, and Unreal(R) Championship; and mass-market and children's games such as Backyard Sports(TM), Nickelodeon's Blue's Clues(TM) and Dora the Explorer(TM), Civilization(R), Dragon Ball Z(R) and RollerCoaster Tycoon(R). Atari, Inc. is a majority-owned subsidiary of France-based Infogrames Entertainment SA (Euronext 5257), the largest interactive games publisher in Europe. For more information, visit www.atari.com.

About TDK Mediactive, Inc.

Southern California based TDK Mediactive, Inc. is a global publisher of high quality interactive entertainment software for the PlayStation(R)2 computer entertainment system, PS one(TM) game console, Xbox(TM), and the Nintendo GameCube(TM), Game Boy(R) Advance and Game Boy(R) Color systems. The company also publishes titles for personal computers via a co-publishing agreement with Activision Value, a subsidiary of Activision, Inc. The company's games are based on licensed and original content derived from major motion pictures, video franchises, popular literature and popular culture. TDK Mediactive has exclusive technology and content licenses with Sony Computer Entertainment America Inc., Microsoft Corporation, Nintendo of America Inc., DreamWorks SKG, Disney Interactive, Vivendi Universal Studios, Mattel, Inc., Classic Media, BKN International, DC Comics, Hallmark Entertainment Distribution LLC, BDSP Inc., The Jim Henson Company, General Motors Corporation, Infogrames Interactive, Inc., Activision, Zuffa LLC, and others. TDK Mediactive is 73% owned by TDK USA Corp., a wholly-owned subsidiary of TDK Corporation (NYSE:TDK). More information about TDK Mediactive and its products is available at www.tdk-mediactive.com.

This release contains forward-looking statements. These statements are subject to certain risks and uncertainties that could cause actual results to differ materially from those anticipated in the forward-looking statements. Readers should not place undue reliance on forward-looking statements, which reflect management's view only as of the date hereof. The Company undertakes no obligation to publicly revise these forward-looking statements to reflect subsequent events or circumstance. As previously announced, TDKM has engaged Europlay Capital Advisors to identify potential strategic alternatives, including the possible sale of the company. Readers should carefully review the risk factors described in the documents the Company files from time to time with the Securities and Exchange Commission.