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Dragon Booster Scorches with New Licensing Deals

June 22, 2005

Alliance Atlantis has secured North American publishing and apparel deals for its children's CGI animated property, DRAGON BOOSTER.

Hyperion Books for Children, having acquired the U.S. and Canadian publishing rights, will launch a series of DRAGON BOOSTER books beginning in fall 2005. Extreme Concepts, who will begin rolling out the clothing line in fall 2005, has licensed the DRAGON BOOSTER apparel rights in the U.S.

"As DRAGON BOOSTER continues to gain momentum internationally, the creative and commercial appeal of the brand is also thriving," said Jennifer Bennett, vp, merchandising & licensing, children's television, Alliance Atlantis. "Working with Hyperion Books for Children and Extreme Concepts builds on our goal of creating a range of dynamic and integrated products that will enable boys around the globe to experience total immersion into the world of DRAGON BOOSTER."

Hyperion Books for Children will launch its DRAGON BOOSTER books in major bookstores in Sept. 2005 with the first and second DRAGON BOOSTER chapter books, THE CHOOSING and RELEASE THE DRAGON, as well as THE ULTIMATE DRAGON BOOSTER SCRAPBOOK. Targeted at boys 7-10, the chapter books will be digests that retell stories from the show. Approximately 96 pages, each book will feature an eight page four-color insert with original art from the series. The 32-page scrapbook will give readers a detailed description of the characters, the world, and the history of the dragon. In Nov. 2005, Hyperion Books for Children will introduce the third chapter book INTO THE FIRE followed by the fourth and fifth installments OPPOSING FORCE and FANNING THE FLAMES in Jan. and March 2006 respectively. Three additional chapter books are also planned for spring 2006.

"We at Disney Publishing are delighted to add Dragon Booster to our extensive portfolio of book properties based on Disney Channel programming," said Jeanne Mosure, vp/ global publisher/ gm. "DRAGON BOOSTER is just the kind of action-packed, heroic story that boys respond to — whether through television, books, apparel, or other mediums."

Extreme Concepts will be launching the DRAGON BOOSTER apparel line for Holiday 2005. The apparel line will launch with a series of T-shirts, to be followed by a broader line of sportswear in 2006.

"Extreme Concepts is thrilled to be partnered with Alliance Atlantis on the DRAGON BOOSTER property. DRAGON BOOSTER offers boys new levels of entertainment value, from communicating with a secret alphabet to choosing which dragon crews they will join and represent. An exciting line of boys novelty tops will be launched for Holiday 2005," said Susan Peia, vp of licensing, Extreme Concepts.

DRAGON BOOSTER (39x30) is a mythic good versus evil struggle in a classic, yet timeless world where humans and dragons co-exist. The hero is Artha Penn, an ordinary teenager who is plunged into an incredible adventure when he is chosen to ride Beaucephalis, the dragon of legend. When teamed with Beau, Artha is transformed into a mythical hero known as the Dragon Booster, a hero charged with the task of saving the world from an impending war and uniting humans and dragons for once and for all.

DRAGON BOOSTER airs on ABC Family/Toon Disney in the U.S., CBC and VRAK TV in Canada, Sky One (Pay TV) in the U.K. and ABC TV in Australia. The series will also launch on Five (Free TV) in the U.K. in fall 2005.

Alliance Atlantis previously announced a worldwide master toy licensing agreement with Jakks Pacific Inc., a worldwide trading card deal with SCORE Ent. and a North American home entertainment deal (VHS/DVD) with FUNimation. The company is continuing to finalize agreements with other key merchandising categories and international broadcasters.

DRAGON BOOSTER was conceived by The Story Hat and the animation of the series is being produced by Nerd Corps Ent., a 3D animation facility based in Vancouver.

In 2005, Alliance Atlantis Communications Inc. celebrates its 10th anniversary as a leading specialty broadcaster, continuing to offer Canadians recognizable, brands boasting targeted, programming across 13 specialty channels. The company co-produces and distributes a limited number of television programs in Canada and internationally, including the hit CSI franchise, and holds a 51% limited partnership interest in Motion Picture Distribution LP, Canada's leading motion picture distribution business. The company's common shares are listed on the Toronto Stock Exchange and on NASDAQ. More information can be found at www.allianceatlantis.com.

Hyperion Books for Children is a unit of Disney Publishing Worldwide. Disney Publishing Worldwide (DPW) is the largest children's publisher in the world, with 274 children's magazines published and 120 million children's books sold each year. Headquartered in New York, DPW publishes books and magazines in 55 languages in 75 countries, reaching more than 100 million readers each month.

Extreme Concepts is a full-service apparel company focused on boys 4-20 and girls 4-16 T-shirts, fashion tops, separates and sets. The principals of Extreme Concepts have 30+ years experience in the quick turn T-shirt business. The company specializes in servicing key retailer T-shirt programs through forecasting trends and responding to sales.


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