THE ORIGINAL MINI-DOLLS ARE BACK AND SWEETER THAN EVER!

Play Along® Shares Their Sweet Secrets® this Holiday Season

Deerfield Beach, FL – Play Along®, a division of JAKKS Pacific, Inc. (Nasdaq:JAKK), wants to know: what’s your secret? Theirs is the re-launch of a stylish line of mini-dolls and wearable accessories called Sweet Secrets®, which will be introduced at retail this fall.
 
While other retro small doll lines have been reintroduced in recent years, nobody’s unlocked the secret of how to combine fashion and style with transformation and discovery like the new line of Sweet Secrets. The 80s version has been completely redesigned for today’s girl with updated styles and a cool “magic touch” feature that transforms the fashionable accessories into highly detailed playsets with just the touch of a button.
 
“Play Along has a successful track record for bringing back retro brands and redesigning them for today’s kids,” said Tom Delaney, VP of Marketing, Play Along. “When Sweet Secrets were first introduced in 1985, they became a mini-doll phenomenon and set the stage for the small doll category. Now the original mini-dolls are back and better than ever!”
 
The Sweet Secrets line includes several fashion dolls, as well as playsets that double as trendy accessories. Adorable lipstick cases open up to reveal a doll inside, pretty lockets become a ballet studio, a classroom or a vanity, and swanky purses transform into a pop star stage or a slumber party. Perhaps the most exciting item is the Outdoor Mall Jewelry Case – it looks like an everyday jewelry case, but then magically transforms into a five-story outdoor mall playset with cool stores and lots of accessories inside! Each Sweet Secrets fashion doll comes with her own special name, personality, hairstyle….and of course, fashion secret! For Ages 4+, SRP $4.99 - $24.99

About Play Along
Play Along®, a division of JAKKS Pacific, Inc., is the award-winning toy company behind some of the most recognizable and popular children's toy licenses in the world, including classics like Cabbage Patch Kids® and Care Bears®, as well as new favorites like Disney Channel’s Hannah Montana and The Cheetah Girls. In addition to traditional toy lines, Play Along also manufactures and markets Speed Stacks®, the official equipment of the World Sport Stacking Association. Play Along’s products are found at specialty, gift and major mass retailers worldwide. For more information about Play Along’s products, visit www.playalongtoys.com.
 
About JAKKS Pacific, Inc.
JAKKS Pacific, Inc. (NASDAQ: JAKK) is a multi-brand company that designs and markets a broad range of toys and consumer products. The product categories include: Action Figures, Art Activity Kits, Stationery, Writing Instruments, Performance Kites, Water Toys, Sports Activity Toys, Vehicles, Infant/Pre-School, Plush, Construction Toys, Electronics, Dolls, Dress-Up, Role Play, and Pet Toys and Accessories. The products are sold under various brand names including JAKKS Pacific®, Play Along®, Flying Colors®, Creative Designs International™, Road Champs®, Child Guidance®, Pentech®, Trendmasters®, Toymax®, Funnoodle®, Go Fly a Kite®, Color Workshop®, JPI™ and Plug It In & Play TV Games™. JAKKS and THQ Inc. participate in a joint venture that has worldwide rights to publish and market World Wrestling Entertainment video games. For further information, visit www.jakkspacific.com http://www.jakkspacific.com/ .
 
This press release may contain forward–looking statements (within the meaning of the Private Securities Litigation Reform Act of 1995) that are based on current expectations, estimates and projections about JAKKS Pacific's business based partly on assumptions made by its management.  These statements are not guarantees of future performance and involve risks, uncertainties and assumptions that are difficult to predict.  Therefore, actual outcomes and results may differ materially from what is expressed or forecasted in such statements due to numerous factors, including, but not limited to, those described above,  changes in demand for JAKKS' products, product mix, the timing of customer orders and deliveries, the impact of competitive products and pricing, and difficulties with integrating acquired businesses.  The forward-looking statements contained herein speak only as of the date on which they are made, and JAKKS undertakes no obligation to update any of them to reflect events or circumstances after the date of this release.

 
Play Along® & ©2006 Play Along, a division of JAKKS Pacific, Inc. All Rights Reserved.
Sweet Secrets® is a registered trademark of Lehmann & Satten.