IRWIN TOY'S DRAGON BALL Z TOY LINE BRINGS SMILES TO "Z" FANS, AS DRAGON BALL Z POPULARITY SOARS: #1 ON TV & #1 ON INTERNET

Irwin Toy Limited is launching the most spectacular toy line in its 75-year history with a new and comprehensive line of Dragon Ball Z action figures, vehicles and accessories, based on the smash hit TV series on the Cartoon Network, where Dragon Ball Z is the #1 show in the famed Toonami Block of afternoon programming.
    Kevin Sayer, Marketing Manager, said "Dragon Ball Z is riding a tremendous wave of popularity and is topping Nielson ratings on the Cartoon Network, where it airs every day. When Lycos began its Kids Top 50 List of Internet searches earlier this year, Dragon Ball was #1, just as it has consistently been #1 among all searches on Lycos' Weekly Top 50 List. Last year, Lycos called Dragon Ball the #1 Fad Online, and this year is even stronger for Irwin Toy's premiere line, Dragon Ball Z."
    Sayer said, "The sell through of Dragon Ball Z products is excellent and we expect the new Dragon Ball Z line to be further enhance that strong position. Irwin Toy's exciting, fun line up will ignite children's imaginations and bring them hours upon hours of Dragon Ball Z fun. A major advertising, marketing, PR and promotional campaign will support expansion of the Dragon Ball Z brand."
    In addition to fully articulated, expertly sculpted Dragon Ball Z figures, Irwin Toy will introduce an assortment that includes Morphing Secret Saiyan Warrior and Striking Z Fighter action figures and many others in the traditional 5-1/2-inch size, as well as collectible 9-inch Dragon Ball Z action figures. Dragon Ball Z Energy Blasters, Dragon Ball Z Capsules and Dragon Ball Z Model Kits and the Dragon Ball Z Trunks Time Capsule, which comes with an exclusive 5-inch action figure of the popular character "Trunks," is also being introduced.
    Gen Fukunaga, President of FUNimation Productions Ltd., producer and licensor of Dragon Ball Z for the U.S., Canada, Australia, New Zealand and South Africa, said, "Irwin Toy has done a wonderful job of capturing the essence of the Dragon Ball Z characters in its product line. The new product line has the best Dragon Ball Z figures ever produced. As master toy licensee, Irwin Toy is an important leader of the more than 70 companies we have appointed as Dragon Ball Z licensees. We are seeing a synergistic impact in the marketplace as a result of the strong programs of Irwin Toy and other top companies featuring Dragon Ball Z."
    Some 500 episodes of the Dragon Ball anime series have been made in Japan, and are produced and licensed for North America and Australia by FUNimation.     In recent Nielsen TV Ratings of the Cartoon Network, Dragon Ball Z topped every boys' category.
    Sayer said, "The universally popular Dragon Ball Z anime TV program that originated in Japan and now reaches children around the world, has proven staying power and its popularity is reaching new heights. The TV ratings, web success, toy sales and products in a variety of categories are truly making Dragon Ball Z an increasingly important part of pop culture. Kids follow the adventures of Dragon Ball Z every day on TV. The main character, Goku, uses his powers to right injustice and protect the innocent. Each story of the mystical action adventure saga is like a mini-morality play with good conquering evil."
    Irwin Toy Limited, headquartered in Toronto, is Canada's #1 toy company. Irwin Toy, which celebrates its 75th anniversary this year, develops, manufactures, markets and distributes a broad range of toys and games globally. Major licensed toy brands include Dragon Ball Z, Reboot, Sailor Moon and Caillou, as well as Irwin Toy-developed brands including Blazin' Key Cars!, Girl Zone and Baby Shoe Babies.                   



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