Nickelodeon and Imation Launch New Npower Brand of Consumer Electronics - Innovative Line Brings Feature-Packed Technology to Kids

Nickelodeon and Imation Launch New Npower Brand of Consumer Electronics - Innovative Line Brings Feature-Packed Technology to Kids

Top Kids Entertainment Brand Partners with Technology Leader Imation to Create an Extensive Line of Sophisticated Digital Imaging, Multimedia and Core Electronics

Product Line Inspired by Hit Properties Including Spongebob Squarepants, Dora the Explorer, and The Naked Brothers Band Debuts in October

NEW YORK and OAKDALE, Minn., Sept. 18 /PRNewswire/ -- Nickelodeon and Viacom Consumer Products and Imation Corp. (NYSE:IMN) today announce Nickelodeon's Npower(TM) brand, an exciting consumer electronics product line. Reflecting kids' comfort and exposure to increasingly sophisticated technology at a younger age and the appeal of the Nickelodeon brand for kids and parents alike, Npower products empower "kids" of all ages to express their personality with technology that's fun, easy-to-use and interactive. The Npower brand delivers the core personalities of Nickelodeon's SpongeBob SquarePants, Dora the Explorer, Go, Diego, Go!, and The Naked Brothers Band combined with the latest consumer electronics technologies available from Imation.

(Photo: http://www.newscom.com/cgi-bin/prnh/20070918/NYTU105-chttp://www.newscom.com/cgi-bin/prnh/20070918/NYTU105-bhttp://www.newscom.com/cgi-bin/prnh/20070918/NYTU105-a)

The full Npower line will be available in the electronics section of major U.S. retailers next month, just in time for holiday shopping. The Npower brand features more than 20 products including digital cameras and photo frames, multimedia and MP3 players, an LCD TV, a DVD player and an alarm clock that combines ruggedness, affordability and functionality with both the irreverent Nickelodeon personality and the specific attributes of the brand's most iconic characters and personalities.

"Kids expect the latest technology as well as the characters they love. Nickelodeon's Npower brand brings them both," said Leigh Anne Brodsky, President, Nickelodeon and Viacom Consumer Products. "Placing these products in the consumer electronics aisles of leading retailers, makes a statement about the quality we're bringing consumers, as well as kids wanting the same gadgets that their parents and older siblings have. Each product has a unique Nickelodeon twist, with surprising technology that lets kids be kids, while still giving them control. We co-developed the line with Imation to take full advantage of their technology leadership, global distribution and sourcing expertise to bring our beloved characters to consumers in an innovative and interactive way."

Imation and Nickelodeon jointly designed the Npower line. As a brand and product management company, Imation is expanding its portfolio of brands and presence in the retail channel to deliver select consumer electronics like Nickelodeon's Npower brand.

"Kids are gravitating toward technology products at a younger age, and Nickelodeon's Npower brand represents the first line of consumer electronics truly geared towards them," said Steve Moss, chief marketing officer, Imation Corp. "Nickelodeon is at the heart of the Npower line, a brand that kids, tweens and parents identify with. Npower products inspire and excite kids, and empower them to use the latest technology for a fun entertainment experience."

The Npower consumer electronics that will be available next month at Best Buy, Nick Shop, Target, Toys R Us, and Walmart.com include:

NPOWER DIGITAL IMAGING:

Npower digital cameras and photo frames focus on fun with Dora the Explorer, Go, Diego Go!, and SpongeBob SquarePants designs. Each camera also includes Nickelodeon Flash Photo Tools, exclusive photo editing software to easily create custom photos and incorporate Nickelodeon characters and environments.

-- The Flash Jr. Rugged Digital Camera in Dora the Explorer and Go, Diego
Go! models is easy-to-use and durable enough for young explorers.
Features include bilingual phrases and snappy sound effects. Suggested
Retail Price (SRP) is $59.99.
-- Destined to be a must-have fashion accessory, the compact SpongeBob
SquarePants Flash Micro Digital Camera features a yellow SpongeBob
eyeball-design and is fitted with built-in USB connectivity. The unit
plugs directly into the users computer for ultra-easy photo transfer.
SRP is $21.99.
-- Customize the SpongeBob SquarePants Flash VGA Digital Camera (SRP is
$39.99) and SpongeBob SquarePants Flash 1.3MP Digital Camera (SRP is
$49.99) with two adhesive SpongeBob skins for three-in-one designs, and
enjoy character-inspired shutter sound effects, auto flash, a 1.1"
color LCD, and 8MB or 32MB of internal memory, respectively.
-- With the sleek silver SpongeBob SquarePants Flash Mega 3.0MP Digital
Camera, use character overlays to directly pose SpongeBob and his
friends with you and yours -- just like they were there! It also
features SpongeBob inspired shutter sound effects, 32MB of memory, auto
flash and a 1.5" color LCD. SRP is $79.99.
-- Amazing character transitions enhance and join slide shows of your own
favorite photos with the Invision 7" Digital Photo Frame. Available in
SpongeBob SquarePants or Dora the Explorer and Go, Diego, Go! models,
you can change the look of your photo frame with unique character
overlays. Pair it with an Npower camera for twice the fun. SRPs are
$99.99.

NPOWER MP3 AND MULTIMEDIA PLAYERS

SpongeBob SquarePants and The Naked Brothers Band adorn a full line of Npower music and video players, with unique features plus content downloads, and audio and video clips featuring favorite Nickelodeon shows.

-- The SpongeBob SquarePants Digital Music Player is compact, stylish and
simple with an iconic SpongeBob eyeball design -- storing up to 500 MP3
and WMA songs. A rechargeable battery provides up to 10 hours of
playback. SRP is $39.99.
-- The Fission Digital Music Player features a unique Music Mixer that
allows you to Shake your player to the beat and create special sound
overlays with your favorite tunes in the compact, one-handed design.
Four designs are available -- SpongeBob SquarePants in silver graphite
and white pearl, and The Naked Brothers Band in blue pearl and pink
pearl. SRPs are $49.99.
-- Enjoy portable playback of video, plus music, games and photos on the
go with the sleek Fusion Digital Media Player. Watch your favorite
shows, play preloaded games, and download content from the internet.
Four designs are available -- SpongeBob SquarePants in silver graphite
and white pearl, and The Naked Brothers Band in pink pearl. SRPs are
$99.99.
-- Digital music (SRP is $14.99) and video clips (SRP is $16.99) are also
available.

NPOWER ELECTRONICS

Rugged preschool CD players, plus an outstanding LCD TV, DVD player and a super-spongy alarm clock round out the Npower line.

-- A unique canteen-style design with carrying case, shoulder strap and
twist-cap control knob adorns the rugged Personal CD Player for
preschoolers in Dora the Explorer and Go, Diego, Go! models with
skip-free playback for kids on the move. SRPs are $24.99.
-- Tune into Bikini-Bottom with the SpongeBob SquarePants 15" LCD TV with
Remote, featuring a classic SpongeBob design including a removable
"foot" stand for wall mounting. Easily connects to a computer, DVD
player, gaming console or karaoke system. SRP is $299.99.
-- The SpongeBob SquarePants Progressive Scan DVD Player with Remote
offers a compact yellow design with bold graphics, higher resolution
DVD output and superior color with a built-in MP3 decoder. The perfect
partner for the LCD TV. SRP is $59.99.
-- You'll always get up on the right side of the bed when you wake to
SpongeBob's eye popping up and four sea-worthy sounds. Introducing the
SpongeBob SquarePants Clock-It Alarm Clock. Whack the spongy yellow
head to snooze! SRP is $29.99.

About Nickelodeon & Viacom Consumer Products

Nickelodeon & Viacom Consumer Products manages the world's third largest licensing business, representing leading properties such as SpongeBob SquarePants and Dora the Explorer, and managing merchandising for Nick Jr., Nickelodeon, Comedy Central, MTVN International, and Spike TV.

Nickelodeon, in its 28th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in almost 94 million households and has been the number-one-rated basic cable network for 13 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE:VIA)(NYSE:VIA.B).

About Imation Corp.

Imation Corp. is the only company in the world solely focused on the development, manufacture and supply of removable data storage products spanning the four pillars of magnetic, optical, flash and removable hard disk storage. With more than 50 years of data storage leadership beginning with the development of the world's first computer tape, in 2006 Imation proudly marked its 10th anniversary as an independent company. In addition to the Imation brand, Imation Corp.'s global brand portfolio includes the Memorex brand, one of the most widely recognized names in the consumer electronics industry, famous for the slogan, "Is it live or is it Memorex?" Imation is also the exclusive licensee of the TDK Life on Record brand, one of the world's leading recording media brands. As co-developer of Nickelodeon's Npower brand of consumer electronics, Imation helps empower kids of all ages to use the latest technology. Additional information about Imation and its brands is available at www.imation.com or by calling 1-888-466-3456.

Nickelodeon, Nick Jr., Npower, Dora the Explorer, Go, Diego, Go!, SpongeBob SquarePants and all related titles, logos and characters are trademarks of Viacom International Inc.

Imation, the Imation logo, Memorex and 'Is it live or is it Memorex?' are trademarks of Imation Corp. and its subsidiaries. The TDK Life on Record logo is a trademark of TDK Corporation. All other trademarks are property of their respective owners.

Gina Bigge
Imation Corp.
954-660-7052
gbigge@memorexelectronics.com

Jamie Ernst
Brodeur, for Imation Corp.
210-495-5757
jernst@brodeur.com

Jonathan Finn
Nickelodeon
212-846-4082
Jonathan.finn@nick.com

Bender/Helper Impact
JP Shields / Marisa Gross
(212) 689-6360 X1210 / X1201
jp_shields@bhimpact.com / marisa_gross@bhimpact.com

First Call Analyst:
FCMN Contact:

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20070918/NYTU105-c
http://www.newscom.com/cgi-bin/prnh/20070918/NYTU105-a
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AP Archive:

http://photoarchive.ap.org/
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PRN Photo Desk, photodesk@prnewswire.com
Source: Nickelodeon

CONTACT: Gina Bigge of Imation Corp., +1-954-660-7052,
gbigge@memorexelectronics.com; or Jamie Ernst of Brodeur, for Imation Corp.,
+1-210-495-5757, jernst@brodeur.com; or Jonathan Finn of Nickelodeon, +1-212-
846-4082, Jonathan.finn@nick.com; or JP Shields, +1-212-689-6360, ext. 1210,
jp_shields@bhimpact.com, or Marisa Gross, +1-212-689-6360, ext. 1201,
marisa_gross@bhimpact.com, both of Bender/Helper Impact for Imation Corp.

Web site:

http://www.nick.com/
http://www.imation.com/

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