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

Sep 18, 2007, 01:00 ET from Nickelodeon

    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.
     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 include:
     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
     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
     -- Digital music (SRP is $14.99) and video clips (SRP is $16.99) are also
     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, 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 or by calling
     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.
     Jamie Ernst
     Brodeur, for Imation Corp.
     Jonathan Finn
     Bender/Helper Impact
     JP Shields / Marisa Gross
     (212) 689-6360 X1210 / X1201 /

SOURCE Nickelodeon