Dualstar Partners With Leisure Publishing to Launch Quarterly Sprouse Bros. Code Magazine

Dualstar Partners With Leisure Publishing to Launch Quarterly Sprouse Bros. Code Magazine

Calendars, Posters & Other Goods to Be Rolled Out in 2006 for Sprouse Bros. Brand

LOS ANGELES, March 22 /PRNewswire/ -- Having forged an exclusive relationship in September 2005 with 13-year-old actors Dylan and Cole Sprouse (The Suite Life of Zack & Cody), Dualstar Entertainment Group today announced an exclusive agreement with Leisure Publishing, L.L.C., to create and distribute a quarterly lifestyle magazine for Generation Z 'tweens and teens. Concurrently, Dualstar has also forged other deals for the first consumer merchandise to be produced for the Sprouse Bros. brand including calendars and posters, with retailer partnerships now being finalized. And more product announcements are imminent!

The magazine, titled Sprouse Bros. Code, will draw from the marketing muscle of Dualstar and Leisure Publishing as well as the savvy expertise of the Popstar! editorial team and will target male readers ages 8-14 with an "exclusive inside guide" on what Dylan and Cole identify to be cool. Contrary to most magazines in this genre Sprouse Bros. Code will not be created as a fan magazine, but rather will give Generation Z 'tweens and teens exactly what they want-features on movies, TV, music, the latest gadgets and technology, sports and athletes, websites, animals and much more. The magazine will be distributed by Curtis Circulation Company and the first issue will hit newsstands July 18, 2006, following a launch party in New York's Times Square at Planet Hollywood, details to be announced.

A full line of licensed Sprouse Bros. merchandise is in development, beginning with deals recently set with Trends International, for the launch of two poster designs in May and July 2006. Suggested retail price is $5.99. Also, MeadWestvaco will launch 2007 calendars to debut between July and September 2006.

"We have spent more than a dozen successful years devoted exclusively to leveraging the appeal of Mary-Kate Olsen and Ashley Olsen into a global entertainment and lifestyle brand, and these partnerships with Leisure Publishing, Trends and MeadWestvaco mark a promising first step in the same direction for Dylan and Cole Sprouse," stated Dualstar CEO Diane Reichenberger.

"It's been so fun working creatively with Mary-Kate, Ashley and everyone at Dualstar and we can't wait for the launch of our magazine, posters and calendars," offered Dylan Sprouse. "Having our own magazine gives us the opportunity to help kids discover their interests and spotlight the best of everything from new movies and CDs to young athletes we think are amazing," added Cole Sprouse.

Robert Earl, Publisher of Popstar! Magazine and founder and CEO of Planet Hollywood International, Inc., said, "With Planet Hollywood, I've successfully joined the appeal of celebrity with an innovative product. Having the Popstar! creative team partner with Dualstar and Dylan and Cole Sprouse is a mirror of that strategy." Founding Editor in Chief of Popstar! Matthew Rettenmund will oversee Sprouse Bros. Code, of which he said, "This magazine is a venture that will be a big win for all parties involved -- especially for young readers."

"Working with Dylan and Cole to secure these first deals is one of the most exciting developments since we took full ownership of Dualstar just over a year ago," stated Mary-Kate Olsen. "Dylan and Cole are extremely talented and creative and having the opportunity to help them build the Sprouse Bros. brand is rewarding," said Ashley Olsen.

Leisure Publishing, L.L.C. Published by Leisure Publishing, L.L.C., Popstar! is a nationally distributed 'tween/teen monthly magazine that has grown exponentially since its inception in 1998. With a winning editorial mix featuring exclusive interviews, product reviews, posters and wholesome, celebrity-positive coverage of all the hottest stars, Popstar! is known for bringing "What's Now! What's New! What's Next!" to its more than 200,000 readers in print, to its fans on the Web at popstaronline.com and AOL Keyword: KOL Popstar, and to kids everywhere via its branded Popstar! Magazine Radio on mobZilla. Editorial queries regarding Sprouse Bros. Code should be directed to Senior Editor Rachel Chang at (212) 404-7831 or rachel@popstaronline.com. Advertising queries for Sprouse Bros. Code should be directed to Vice President, National Advertising Director Michelle Balaz at (312) 942-0824 or michellebalaz@popstaronline.com.

Dualstar Entertainment Group, founded in 1993 to leverage the universal appeal of then-Full House stars Mary-Kate Olsen and Ashley Olsen, has evolved into a boutique global brand management company with offices in Culver City and New York. Corporate plans include management of existing brands as well as seeking out emerging labels and talent in the fashion and entertainment arenas. Mary-Kate and Ashley intend to work with a new fashion brand by investing in a designer and are developing their own high-end brand which they will launch later this year. Additionally, they plan to take a more active role in the film production division of Dualstar by purchasing and producing new properties. Dualstar's mary-kateandashley brand is today the leader in affordable designer fashions for 'tween girls (age 5-12). Augmenting its original focus on home video titles with books, music CDs, videogames and fashion dolls, Dualstar has subsequently expanded the mary-kateandashley brand into apparel, cosmetics, fragrances and home decor. Dualstar previously launched a broader lifestyle destination, mary-kateandashley.com, which aims to offer 'tweens and teens an upbeat community environment with features and advice on health, beauty, fashion, entertainment and the mind-body-soul connection. Announced in September, Dualstar Entertainment Group will also be the proud force behind 13-year-old actors Cole and Dylan Sprouse (Big Daddy, Friends, The Suite Life of Zack & Cody) Sprouse Bros. brand which will introduce trend-right and appropriate consumer products for teen boys in fall 2006.

Dylan and Cole Sprouse were born in Arezzo, Italy in 1992. Beginning their acting career at six months, they first shared the role of Brett Butler's youngest son Patrick Kelly on five seasons of the popular ABC series Grace Under Fire. Segueing to their first film role in Adam Sandler's 1999 box office smash Big Daddy, they jointly earned four nominations from the MTV Movie Awards, Blockbuster Entertainment Awards, Young Artist Awards and YoungStar Awards. Subsequent feature work has included Dana Carvey's Master of Disguise and voiceover roles in Adam Sandler's animated Eight Crazy Nights. Cole and Dylan Sprouse also portrayed the role of Ross's son Ben Gellar in regular guest appearances on NBC's Friends and currently star together in The Disney Channel's The Suite Life of Zack & Cody, the network's highest-rated show now in its second season.

Media contacts: Liz Jaeger / Paulette Kam
(310) 248-6180 / (310) 248-6108
ljaeger@bwr-la.com / pkam@bwr-la.com

Source: Dualstar Entertainment Group

CONTACT: Media, Liz Jaeger, +1-310-248-6180, ljaeger@bwr-la.com, or
Paulette Kam, +1-310-248-6108, pkam@bwr-la.com, both for Dualstar
Entertainment Group

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