Pikachu, Turtwig and Piplup Pick Canadian PR Firm

TORONTO - October 15, 2007 - The Licensing Shop, Inc., today announced it has hired Cowan & Company Communications Inc., to develop and implement a strategic public relations campaign to promote the resurgence of the Pokémon brand in Canada.

"Pokémon has resurged with a new generation of fans and it is once again ranked in the top five action figure brands," said Stephen Fowler, founder of The Licensing Shop, the Toronto-based licensing agency that represents Pokémon in Canada. "It is unique for a brand like this to stay on top after ten years in the market and I believe it is a testament to Pokémon's commitment to keep the products and entertainment fresh with new characters and compelling storylines."

The Pokémon brand in Canada is expected to reach $30-million in retail sales in 2007 which represents double and, in some categories, triple the business it did in 2006 - including sales of video games, the Pokémon Trading Card Game, toys, home décor, and apparel. To promote the resurgence of the brand, Cowan & Company has been hired to create word-of-mouth buzz and build sales and momentum for a red-hot 2008 through a strategic PR program including message development, media relations, and consumer promotions.

"We selected Cowan & Company as our PR partner because we liked that they had high-profile client experience but without all the trappings of a big PR agency. They immediately understood our business," added Fowler.

"Pokémon's comeback is a fantastic story and we're delighted to work with The Licensing Shop to help tell it," said Cathy Cowan, president of Cowan & Company. "Pokémon is once again the talk of the school yard - and our job is to escalate the story to being the 'talk of the town' across the country. The numbers, the products flying off shelves and kids' banter all confirm that the Pokémon brand is super hot."

About Pokémon USA
Pokémon USA, Inc., a subsidiary of The Pokémon Company in Japan, manages the property outside of Asia which includes licensing, marketing, the Pokémon Trading Card Game, an animated TV series, home entertainment, the official Pokémon website, and online retail center www.pokemoncenter.com. Pokémon was launched in Japan in 1996 for play on Nintendo's Game Boy® and has since evolved into a global cultural phenomenon. Pokémon was introduced in North America in September 1998 and today is one of the most popular toy and entertainment properties in the world. For more information, visit www.pokemon.com.

About The Licensing Shop, Inc.
The Licensing Shop, Inc. (TLS) is a Toronto-based licensing agency specializing in the merchandising and management of entertainment brands in Canada. It was founded in January 2006 by Stephen Fowler, former President of 3DO Europe, and Nancy Fowler, former President of DIC Consumer Products based in Burbank California. TLS has represented the Pokémon brand in Canada since April 2006.

About Cowan & Company
Named IABC Toronto's "Small PR Agency of the Year" in 2007, Cowan & Company Communications Inc. is a boutique communications firm for first-class brands. Established in 2002, the firm offers a full array of PR services specializing in media relations, collateral development, event management and promotions. Cowan & Company clients include L'Oréal Paris, Kraft Canada, and Casey's Grill Bar. For more information visit www.cowanandcompany.net.

###

Media Contact:
Cathy Cowan, Cowan & Company
416-462-8773 ext. 11 or
cathy@cowanandcompany.net