DreamWorks Animation Announces Kung Fu Kicking Promotional Partner & Licensing Support for Kung Fu Panda 2

DreamWorks Animation Announces Kung Fu Kicking Promotional Partner & Licensing Support for Kung Fu Panda 2

First-Ever Movie Themed Tofu Promotion with House Foods America Brings Kung Fu Panda-Branded Tofu to Supermarkets Nationwide

GLENDALE, Calif., April 25, 2011/PRNewswire/ -- DreamWorks Animation SKG, Inc. (Nasdaq: DWA) today announced its kung fu kicking slate of marketing, licensing and promotional partners in support of the studio's upcoming feature film release, Kung Fu Panda 2, which comes to theaters on May 26, 2011. In its first-ever movie themed tofu promotion, House Foods America is bringing Kung Fu Panda 2- branded tofu products to supermarkets nationwide and has kicked off its campaign with a microsite (www.kungfutofu2.com) to promote the benefits of tofu.

(Photo: http://photos.prnewswire.com/prnh/20110425/LA88263)

"Kung Fu Panda 2 is now being promoted across many platforms with one-of-a-kind campaigns powered by television, print, outdoor, online, on-shelf, social media, in-theater promotions as well as unique events and offers," said Susan Spencer, DreamWorks Animation's Head of Promotions and Marketing Services. "At DreamWorks Animation we strive to make marketing connections that fit organically with each movie and we are thrilled to have once again received such momentous support from our partners - including the first-ever movie promotion with House Foods to promote the benefits of tofu, a healthy food item featured throughout the story of Kung Fu Panda 2."

Promotional partners featured in DreamWorks Animation's Kung Fu Panda 2 campaign are:

AIRHEADS

Leading confectioner Airheads offers two all-new Kung Fu Panda 2-themed flavors of their signature chewy candy inspired by the movie: "Kickin' Berry" and "Orange Blast," which are available in 4 million specially-themed packs. Airheads is also supporting the film with a dedicated television commercial, in-store signage and online elements, including themed games.

AT&T

AT&T features Kung Fu Panda 2-themed posters, window clings and in-store signage, and incorporates Po in its 6,000 retail stores.

BEST BUY

Best Buy is featuring exclusive "behind the scenes" videos of Kung Fu Panda 2 on its Best Buy ON Network throughout over 1000 stores and online. Best Buy is also featuring Po through online and in-store advertising.

GENERAL MILLS

General Mills is bringing the Kung Fu Panda 2 action-packed adventures to breakfast tables everywhere. Throughout the spring, spin fighter toys featuring the movie's characters can be found inside specially-marked boxes of participating cereals: Cocoa Puffs®, Trix® , Golden Grahams®, Reese's Puffs®, Cheerios®, Apple Cinnamon Cheerios®, Cookie Crisp®, Lucky Charms®, Cinnamon Toast Crunch and Honey Nut Cheerios. General Mills is also offering special Kung Fu Panda 2-themed Fruit Roll-Ups.

HINT WATER

Hint Water is showcasing Po on the packaging of their most popular flavor of water and is providing water for field marketing and publicity events surrounding the theatrical launch of the movie. Hint Water is also promoting Kung Fu Panda 2 through its website, social media and in-store signage.

HOUSE FOODS AMERICA

House Foods America, America's leading tofu producer, is launching a new family friendly promotional campaign in conjunction with Kung Fu Panda 2. House Foods is featuring Po and the Furious Five on over 8 million packages and 16 different products. Its microsite (www.kungfutofu2.com) features a sweepstakes to win a trip for four to China, "tofupedia," tofu advice from a registered dietician, cooking tips, and a link to Castle Builders digital cookbook for the iPad, which includes themed recipes for the entire family. House Foods is also supporting Kung Fu Panda 2 via in-store, print, online, outdoor billboards and bus wraps in select cities.

MCDONALD'S®

In conjunction with the release of Kung Fu Panda 2, McDonald's is launching a global Happy Meal® program in nearly all of its 117 markets worldwide that invites kids to "Master the Po Panda Challenge" with high action toys, custom-created animated television commercials and restaurant and digital activities. At participating McDonald's. While supplies last. Ask about special toys for children under 3 at participating U.S. McDonald's. ©2011.

SUN-MAID

Sun-Maid is supporting Kung Fu Panda 2 via 3.5 million packages of 24 oz. canisters and 6-pack raisin skus, print, online, social media and on-pack QR barcodes that link to a mobile site featuring additional Kung Fu Panda 2-themed content.

TECHNOLOGY

HP is featuring Kung Fu Panda 2-branded products in photo kiosks at retailers across the country. HP created Kung Fu Panda 2 printables, which are available on HP, DreamWorks Animation and partner websites and has added Kung Fu Panda 2 characters and themes to HP Photo Creations, a free software download for personalized photo collages, calendars and albums, which are available online. A Kung Fu Panda 2 3D trailer is also pre-loaded onto the HP ENVY 17 3D. In addition, Intel Corporation is integrating Po into its retail programs in certain territories.

Key merchandise licensees featured in the Company's Kung Fu Panda 2 campaign are:

APPAREL

Jem Sportswear is spearheading the launch of a collection of girls, boys, men's and women's apparel inspired by Kung Fu Panda 2. Jem is featuring a collection of fashion tees with novelty treatments and washes and specialty printing techniques.

HALLMARK

Hallmark will have an exciting line of Kung Fu Panda 2-themed party goods, greeting cards at various retailers and a special holiday ornament at their Hallmark Gold Crown stores.

MATTEL

Master toy licensee Mattel® has created a full line of new kung fu kickin' toys in anticipation of Kung Fu Panda 2, which allows kids to reenact key moments and battle scenes from the movie as well as become their own kung fu master! The toy line includes large-scale, talking action figures, mini collectible figures, an action packed cannon launcher with lights and sounds, a pull-back Po vehicle racer with launching fireworks, a variety of plush, software for their proprietary early learning platforms: iXL(TM) and Smart Cycle®, and a jumbo kung fu wrestler Po plush that allows kids to train and fight like a kung fu master! Additional role play toys are available exclusively at various retail accounts nationwide. Products are being supported by a national TV campaign.

PUBLISHING

The Kung Fu Panda 2 publishing program covers a broad spectrum of unique and exciting titles for various age levels and interests, including traditional storybooks from Penguin Books, color and activity books from Dalmatian Press, comic books from Ape Entertainment and a number of innovative digital book applications, including a storybook from iStoryTime, an interactive cookbook from Castle Builders and a first of it's kind 'Art Of' App from Palace Press.

THQ

THQ has released the Kung Fu Panda 2 video game on Kinect(TM) for Xbox 360® video game and entertainment system from Microsoft, PlayStation®3 computer entertainment system, uDraw Wii GameTablet(TM) and Nintendo DS(TM) in conjunction with the theatrical debut of the movie. Players can find all-new ways to enter the world of Kung Fu Panda 2 in the video game, including the unique ability to use Kinect technology to "become" Po on screen, as they seek to restore the balance of power and save kung fu forever.

VTECH

VTech® is launching new Kung Fu Panda 2 software cartridges that feature Po and the Furious Five for both the V.Reader® Interactive E-Book System and the MobiGo(TM) Touch Learning System. The cartridges have a suggested retail of $19.99 and will be available at all major retailers and on vtechkids.com.

About DreamWorks Animation SKG

DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the "100 Best Companies to Work For" by FORTUNE® Magazine for three consecutive years. In 2011, DreamWorks Animation ranks #10 on the list. All of DreamWorks Animation's feature films are now being produced in 3D. The Company has theatrically released a total of 21 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon.

Caution Concerning Forward-Looking Statements

This document includes certain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The Company's plans, prospects, strategies, proposals and our beliefs and expectations concerning performance of our current and future releases and anticipated talent, directors and storyline for our upcoming films and other projects, constitute forward-looking statements. These statements are based on current expectations, estimates, forecasts and projections about the industry in which we operate and management's beliefs and assumptions. These statements are not guarantees of future performance and involve risks, uncertainties and assumptions which are difficult to predict. Actual results may vary materially from those expressed or implied by the statements herein due to changes in economic, business, competitive, technological and/or regulatory factors, and other risks and uncertainties affecting the operation of the business of DreamWorks Animation SKG, Inc. These risks and uncertainties include: audience acceptance of our film and other projects, our dependence on the success of a limited number of releases each year, the increasing cost of producing and marketing feature films, piracy of motion pictures, resource constraints resulting from our expanding number of films and other projects, the effect of rapid technological change or alternative forms of entertainment and our need to protect our proprietary technology and enhance or develop new technology. In addition, due to the uncertainties and risks involved in the development and production of our projects, the release dates described in this document may be delayed. For a further list and description of such risks and uncertainties, see the reports filed by us with the Securities and Exchange Commission, including our most recent annual report on Form 10-K and our most recent quarterly reports on Form 10-Q. DreamWorks Animation is under no obligation to, and expressly disclaims any obligation to, update or alter its forwardlooking statements, whether as a result of new information, future events, changes in assumptions or otherwise.

SOURCE DreamWorks Animation SKG, Inc.

Photo:http://photos.prnewswire.com/prnh/20110425/LA88263
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DreamWorks Animation SKG, Inc.

CONTACT: Shannon Olivas, Corporate Communications, +1-818-695-3658, Shannon.Olivas@dreamworks.com, or Jeff Hare, Publicity, +1-818-695-6055, Jeff.Hare@dreamworks.com, both of DreamWorks Animation SKG, Inc.

Web Site: http://www.dreamworksanimation.com

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