Cellpoint Mobile and Razor & Tie Entertainment Announce Launch of Branded KIDZ BOP Mobile Storefront

Cellpoint Mobile and Razor & Tie Entertainment Announce Launch of Branded KIDZ BOP Mobile Storefront

MIAMI, Oct. 18 /PRNewswire/ -- Cellpoint Mobile, a leading provider of user oriented mobile services and Razor & Tie Entertainment, one of the fastest growing independent entertainment companies in the United States, have partnered on a joint mobile storefront venture encompassing the highly acclaimed KIDZ BOP audio series.

Children and parents alike will have the opportunity to experience mobile content such as realtones and voicetones from KIDZ BOP, the top rated music series brand for kids. The storefront will also offer ongoing text in to win sweepstake campaigns, as well as an upcoming opt in SMS alert function notifying fans of upcoming promotions, special offers and value-added incentives. In support of the partnership, Razor & Tie has launched a nationwide mall campaign promoting the new brand. Fans will have the opportunity to "text in" to receive the KIDZ BOP realtone for "Kidz Bop World" for free.

The newly launched kidzbopmobile.com brand targeting the 'tween sector marks a significant step into one of the fastest growing demographics of cell phone ownership. The KIDZ BOP retail offering encompasses a growing trend towards a specific market segment in mobile. Given the success of KIDZ BOP, the storefront will offer fans a new and unique way to be a part of the brand.

James Schildknecht, Director of Mobile Entertainment with Cellpoint states, "This is an emerging demographic that is growing up with the mobile phone which in turn has created a very unique opportunity for us to embark upon with a highly recognizable brand like KIDZ BOP." Schildkencht goes on to add, "As the 'tween market holds many of the next growth of opportunities, I believe this partnership will expand into a variety of cross-promotional and licensing channels combining both the value-added mobile channel and CD series." Razor & Tie Vice President, New Media, Edith Bellinghausen commented, "We're excited to partner with Cellpoint to further expand on the KIDZ BOP mobile initiative, creating a truly multichannel brand."

The launch of the storefront comes at a notable time. The release of KIDZ BOP 10, the latest volume of the audio music series, entered the Billboard Top 200 Album charts at the #3 position in August, selling 116,000 units in its first week. KIDZ BOP 11 is due out in early 2007. Razor & Tie has sold over 8 million KIDZ BOP CDs in the last five years, making KIDZ BOP the best- selling children's audio series in the country.

The storefront will initially be promoted online and through in-pack promotions.

To learn more about KIDZ BOP please visit:
www.kidzbop.com
www.kidzbopmobile.com

About Cellpoint Mobile:

Cellpoint Mobile is a global mobile powerhouse offering simple, reliable, and empowering wireless products. We supply global brands with turnkey mobile value added marketing services enabling them to engage in a focused dialogue with their consumers. We are positioned to supply access to mobile users in Europe, Asia and North America.

About Razor & Tie:

New York-based Razor & Tie is one of the fastest growing independent entertainment companies in the United States. Razor & Tie successfully sells audio and video products through traditional retail distribution, direct response television advertising and e-commerce based websites. Founded by co- owners Cliff Chenfeld and Craig Balsam, Razor & Tie is a vertically-integrated company that encompasses a record label with major label distribution, a home video company, a media buying company, an experienced marketing, promotion and sales team, a direct marketing operation and a growing database of entertainment consumers.

Contact:
Cellpoint Mobile
James Schildknecht
Director, Mobile Entertainment
james@cellpoint.com
www.cellpointmobile.com

Razor and Tie:
Contact:
Razor &Tie:
Carise Yatter
cyatter@razorandtie.com

First Call Analyst:
FCMN Contact:

Source: Cellpoint Mobile

CONTACT: James Schildknecht, Director, Mobile Entertainment of Cellpoint
Mobile, james@cellpoint.com; or Carise Yatter of Razor &Tie,
cyatter@razorandtie.com

Web site: http://www.kidzbop.com/
http://www.kidzbopmobile.com/
http://www.cellpointmobile.com/

-------
Profile: intent