Toy Biz To Market "Apple For Kids" Electronic Learning Aids

NEW YORK, New York--February 12, 1996--Apple Computer, Inc. today named Toy
Biz, Inc. as a licensee of its new "Apple For Kids" brand name. Under the
terms of the agreement, Toy Biz will develop, manufacture and distribute
an innovative line of mass-market electronic learning aids (ELA) and other
learning toys and products bearing the Apple logo. This announcement
publicly marks Apple's entree into corporate brand licensing.

The Toy Biz products will be designed to introduce preschoolers (ages 2-6
years) to the Apple experience, while continuing to meet Apple's human
interface criteria and standards. As with Apple's own product line, the
Toy Biz products will be highly innovative and feature better than average
price value.

The new "Apple for Kids" ELA products will be educational, easy-to- use and
fun, so preschoolers learn from their play experience. At this time, the
ELA products will not contain any Apple technology.

"We are excited to work together with Toy Biz," said Satjiv S. Chahil,
senior vice president of corporate marketing, whose responsibilities
include entertainment, new media and Internet at Apple. "Apple's
reputation in ease-of-use, education, learning and innovation combined
with Toy Biz's reputation in educational toy development make Toy Biz an
obvious partner."

"Extending the Apple brand into the preschool market is a natural," said
Avi Arad, creative director of Toy Biz, Inc. "We wanted the premiere brand
name for our strategic entry in the electronic learning aids category.
Apple's incredible penetration in the elementary and middle school markets
and brand recognition among parents and educators made them the perfect
partner for us," Arad continued. "Our strength is to take well-known
brands and build them into multi-million dollar, category specific toy
lines. The Apple license offers us an opportunity to build an important
brand of learning products and bring the Apple franchise into the youth
markets," Arad said. "Our new 'Apple for Kids' line will expose
preschoolers to the Apple experience of user- friendly, educationally
enlightening and entertaining products and bring a more valuable play
experience to the child and parent," Arad concluded.

Electronic Learning Aids are pegged as the primary growth area in the $18.7
billion toy industry (excluding video game sales) according to the 1995-96
edition of the Toy Industry Fact Book. In response, retailers are
developing merchandising areas dedicated to learning products within their
stores.

The Beanstalk Group, Inc., a premier licensing agency based in New York,
acted as agents on behalf of Apple Computer, Inc. in this transaction.

Toy Biz, Inc. (NYSE:TBZ) is a New York-based company that develops, markets
and distributes new and traditional toy lines in the boys, girls,
preschool and electronic toy categories. The company also manufactures a
wide array of toy and multimedia products based on leading entertainment
and consumer brand names under license from marvel Entertainment Group,
Gerber Products Company, Sony Wonder, Henson Productions, MCA/Universal
and Saban Entertainment.

Apple Computer, Inc., a recognized innovator in the information industry
and leader in multimedia technologies, creates powerful solutions based on
easy-to-use personal computers, servers, peripherals, software, online
services, and personal digital assistants. Headquartered in Cupertino,
California, Apple (NASDAQ: AAPL) develops, manufactures, licenses and
markets products, technologies and services for the business, education,
consumer, entertainment, scientific & engineering and government customers
in over 140 countries.

The Beanstalk Group is a full-service licensing, marketing and design firm.
The Beanstalk Group also has offices in Chicago and the United Kingdom. In
addition to Apple Computer, Inc., The Beanstalk Group represents Celestial
Seasonings, Harley-Davidson, The Coca-Cola Company and others.

FOR TOY BIZ
Michele Litzky
Litzky Public Relations
(201) 222-9118

FOR APPLE
Mary Devincenzi
Apple Computer, Inc.
(408) 974-4562
email: devincenzi.m@applelink.apple.com

Apple's home page on the World Wide Web: http://www.apple.com/
 
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