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SKYBOX LAUNCHES AGGRESSIVE TRADING CARD AD CAMPAIGN FEATURING MAGIC JOHNSON AND HIS SON, ANDRE

T0 SPORTS EDITOR:
 SKYBOX LAUNCHES AGGRESSIVE TRADING CARD AD CAMPAIGN
 FEATURING MAGIC JOHNSON AND HIS SON, ANDRE
 RESEARCH TRIANGLE PARK, N.C., June 3 /PRNewswire/ -- SkyBox International Inc. today announced that it has launched one of the largest trading card advertising campaigns ever undertaken, featuring Earvin "Magic" Johnson and his son, Andre. The campaign premieres Johnson's role as spokesperson for SkyBox as he announces the company's USA Basketball trading card line, the only trading card series devoted entirely to the USA Basketball Team headed for the 25th Olympiad in Barcelona, Spain.
 "Our objective is to reach kids first, then to reach the kid inside of fans, and in all of us, through the kid inside of Magic," explained Frank O'Connell, president and CEO. "In the television commercial, we bring a genuine feeling to the campaign because Andre brings out the kid in Magic, which is what this industry is about."
 SkyBox will spend heavily in June and July in both print and national television media vehicles. O'Connell says, "This is the most aggressive and largest concentration of advertising ever undertaken by our industry."
 The commercial is Andre's first. In the spot he and his father are shown trading cards of members of the USA Basketball team. Andre teases his father by giving up his Magic Johnson card for a John Stockton card. "You may think I'm just a kid, but I know a lot about basketball," he says. Andre is 11 years old.
 SkyBox, founded as Impel in 1989, is headquartered in Research Triangle Park, North Carolina. It is the most innovative distributor of entertainment trading cards in the $1 billion plus trading card industry. The company has announced 20 product lines for 1992, including U.S. OLYMPICARDS and cards licensed by the NBA and NFL, along with AA and AAA baseball cards under license from Major League Baseball. The entertainment lines already include Marvel Universe(TM), DC Cosmic Cards(TM), STAR TREK(R), and Disney Collector Cards.
 -0- 6/3/92
 /CONTACT: Catherine R. Rieger, Rockett, Burkhead, Lewis & Winslow, for SkyBox International Inc., 919-848-2600/ CO: SkyBox International Inc. ST: North Carolina IN: ENT ADV SU: PDT


JZ -- CH001 -- 6516 06/03/92 09:22 EDT
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Publication:PR Newswire
Date:Jun 3, 1992
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