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K'NEX® INDUSTRIES PARTNERS WITH ARCTIC ZONE® FOR BACK-TO-SCHOOL 2001 PROMOTION

The #1 Brand of Lunch Bags to Offer Rebate on K'NEX's Phenomenally Popular New
Screamin' Serpent Roller Coaster Construction Set

HATFIELD, PA - July 3, 2001 - K'NEX® Industries, one of the world's leading construction toy manufacturers, today announced that the company has teamed-up with Arctic Zone®, the number one brand of children's insulated lunch bags, for a nationwide back-to-school consumer promotion.

The promotion which begins July 24, 2001 and runs through October 2001 will feature a $10.00 mail-in rebate offer for K'NEX's phenomenally popular new Screamin' Serpent Roller Coaster construction set. The offer will appear in a special savings booklet inserted into 1.5 million Arctic Zone lunch bags on sale at more than 40,000 mass and supermarket retailers during the back-to-school purchasing period. Additional details on the promotion can be viewed at www.knex.com.

Endorsed by the American Coaster Enthusiasts, Screamin' Serpent Roller Coaster is the newest addition to K'NEX "Family Fun" line of building products. The Screamin' Serpent construction set builds a scale model of a modern steel roller coaster -- 23 feet of track, 6-1/2 feet long, and 3 feet high. A motion-activated sound module sends forth the screams and laughter of excited kids as the coaster flies around the track, punctuated by the "click …click …click" of the motorized climbing action as brightly-colored, rail-hugging cars ascend the heavens, then plunge back to earth and enter a zero-gravity loop. Kid figures with poseable arms are included and can be easily snapped into the roller coaster seats. Flag stickers and graphic panels provide the finishing decorative touches. The massive structure is the ultimate K'NEX builder's challenge and comes with complete instructions for two roller coaster designs.

In regard to the promotion, Christopher Campbell, Vice President of World Wide Marketing for K'NEX, said, "We are pleased to partner with Arctic Zone to offer consumers back-to-school savings. Arctic Zone's tremendous reach, quality reputation, and kidcentric business philosophy make them the ideal promotion partner for K'NEX products."

Doug Stein, Vice President Marketing, Outer Circle Products, Inc. added, "Arctic Zone has always been focused on creating fun and excitement in the back to school category, by exceeding what consumers expect to get in a lunch bag. The association with K'NEX allows us to further this excitement through relevant savings for our consumers."

Since 1992, Outer Circle Products has been making quality insulated cooler, meal carriers and bottle wraps that are designed to meet a broad range of consumer needs. Outer Circle Product's Arctic Zone is the leading brand in soft-sided insulated products. As a revolutionary within the Cooler and Meal Carrier business, Arctic Zone has driven the dominant share and growth for both soft-sided categories. Outer Circle Products was acquired in 1999 by Brentwood Associates, forming Bay Travel Gear.

Founded in 1992, K'NEX Industries was formally established to make and sell what has become one of the leading construction systems for children. Winner of more than 200 international awards and recognitions, K'NEX seeks to build young minds with its exciting product line, filled with building challenges, realistic themes and fantastic movement.

 

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Contact:
Melissa Fogarty/Beth Mosher
LITZKY PUBLIC RELATIONS
(201) 222-9118
email: mfogarty@litzkypr.com

About K’NEX Brands

Founded in 1992, K’NEX Brands, the world’s most innovative construction toy company, was established to make and sell what has become one of the world’s leading integrated construction systems for children. Winner of over 200 international awards and recognitions, K’NEX is America’s building toy company focused on Building Worlds Kids Love, and encourages youngsters to “imagine, build and play.”  For more information, please visit www.knex.com.