iZ (TM) Launches Startup Toy Maker to 4th Quarter Excitement.

BANNOCKBURN, Ill. -- The 20 billion dollar annual toy business is kicking into high gear as the 4th quarter buying season begins in earnest. One product that is just hitting shelves has fast emerged as one of this year's hottest toys and to the astonishment of many, iZ(pronounced "is") as he is known, comes from startup Zizzle, and is the company's first offering.

iZ, the brightly colored 9 inch tri legged musical character has had quite a couple of weeks. To start, he was immortalized in Times Square where signage announcing its arrival was a welcome befitting a rock star. A star studded event featuring Grammy winner Lifehouse and up and coming superstar Rihanna welcomed the new star of the toy world. Hundreds lined up to be among the first to purchase iZ.

A seven foot tall version of the character also made his way around New York in a specially created glass-enclosed truck commemorating the launch event.

The excitement then began moving around the world when it was announced in Japan that Toy and Entertainment giant Sega had won the rights to distribute for Japan and Korea. Move to England where Vivid Imagination, the UK's largest toy company quickly moved to grab rights throughout much of Europe for what Vivid President Nick Austin feels will undoubtedly be this year must have toy.

Nick Austin, CEO of the UK's number one toy company Vivid Imaginations states, "Working with Zizzle was strategically important to Vivid because of their awesome capabilities in electronic toys. This is such an explosive growth area in the toy and games business. The creativity and originality of iZ , their first product, is a perfect example of this great strength. Our belief is that iZ will be the hot ticket for the holiday season."

The momentum was just beginning. iZ then stunned the world toy community as it was named to Toy Wishes (TM) Hot Dozen toy list, one of the premiere industry guides which have successfully predicted the hottest selling toys for the past several years. In the UK, the Dream Toy event, which is the UK equivalent to Toy Wishes also chimed in as it named iZ one of their top 10 picks for best "Big Kid" toy to come out this year. Toys R Us publishes their own hot toy list, where iZ was recognized as one of their Joy List Top 14 Toys(TM)

"When you're looking for hot items this year, you're really looking at electronics," says Jim Silver, whose "Hot Dozen" list in Toy Wishes magazine is widely respected. "I expect toys like the iZ to be sold out by December 1."

"iZ takes the excitement of music, the creativity of open-ended play and the fun of a whimsical character and puts it into one dynamic package," says toy and children's lifestyle expert Chris Byrne, also known as The Toy Guy(R). Byrne is also a member of the Toy Wishes editorial board. "For all the technological sophistication of the product, Zizzle has made sure that one element was paramount in the development of iZ--a fun, immersive and rewarding play experience," he added.

iZ makers Bannockburn, Illinois based Zizzle, is thrilled with the welcome their first offering is receiving. Marc Rosenberg, a partner and the company's Chief Marketing Officer, said, "What's truly exciting is that iZ is literally just hitting shelves now. When you think about how fast iZ has made it to market and how the anticipation for iZ is so spectacular, it just goes to show that great product innovation with attention to what kids today are looking for in terms of music and play value is key to the launch of a successful product. The fact that every major retailer from Toys R Us, WalMart, Target, Kmart, KB and many more all have moved mountains to get the product on shelf in less than 4 months is monumental. The early sales reads are superb giving us complete confidence that iZ is the right toy at the right time."

Rosenberg concluded, "When we convinced our President and CEO Roger Shiffman to get back into the business we knew that there were great things to be done. With his vision and the team we have put together, there will be a lot for kids to be excited about as 2005 Holidays come and 2006 Toy Fair hits."

In the end, Fast Company(TM) magazine may have said it best when they said they couldn't keep their hands off it(iZ)!

About Zizzle: Zizzle was launched in January 2005, by Roger Shiffman, and has offices in Bannockburn, Illinois and Hong Kong. Zizzle has a seasoned management team consisting of Marc Rosenberg, Patty Jackson and David Scher among others. Zizzle is developing a comprehensive line of electronic and traditional toys for 2006 and beyond. For more information go to www.zizzle.com