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Wednesday, November 12, 2008
Toy Experts Deem Retro Play Kitchen & Infant Activity Center Hot Picks for the Holidays

STREETSBORO, OHIO (November 12, 2008) — Holiday shopping season is here, and the nation's toy experts have made their top-toy list and parents are checking them twice. For The Step2® Family of Companies, more Step2, Infantino and Thinkativity toys are featured on premiere toy lists than ever before making hot prospects for parents and grandparents.

Step2 50's Diner Wins Unprecedented 11 Awards... and Counting

The Step2 50's Diner play kitchen was honored early on as a holiday favorite, rocking its way to the top of the Toys "R" Us "Fabulous 15 of 2008" holiday toy list, ranking among Parenting magazine's "Toys of the Year," and receiving an Oppenheim Toy Portfolio Platinum Award. Adding to the list of accolades, the retro diner play kitchen has now been "Recommended" by the Parents' Choice Foundation, awarded three stars from the Canadian Toy Testing Council (their highest honor), as well as being named one of iParenting Media Awards "Greatest Products of 2008" and Today's Parent "Top Toys of 2008."

Similarly, the Step2 Creative Projects Table also recently received three stars from the Canadian Toy Testing Council, and was named an iParenting Media Awards "Greatest Products of 2008."

Infantino and Thinkativity Take Top Honors

The Infantino PlayTime Activity Center and Infantino Lil' Chef Set made the iParenting Media Awards list as well, while the Infantino PlayTime Activity Center garnered an additional honor of being deemed Parents' Choice Foundation "Approved." Thinkativity's Pretend & Play Storyteller was also honored as one of the one of iParenting Media Awards "Greatest Products of 2008," making it a sweep for The Step2 Company brands.

"We appreciate this recognition from such important industry and retail leaders," said Step2 President and CEO Scott Levin. "We pride ourselves on creating toys that are safe, fun and provide hours of imaginative play for kids. Across our brands, Step2, Infantino and Thinkativity, our products stand-out because they take a fresh look at multi-dimensional play and foster creativity for children from infancy to elementary school-age."

Award-Winning Products from the Step2 Family:

Step2 50's Diner — This new retro style 50's play kitchen will have toddlers boppin' to the oldies from the tabletop jukebox! Whether they're the waitress, fry-cook or customer, the Diner's 2-sided design offers numerous pretend play options while the realistic sounds made by the grill and coffee pot make it all the more fun. Ages 2+.

Step2 Creative Projects Table — Creative fun never ends with this art project table built for two. The large surface is big enough for friends and siblings to create masterpieces together. The cup holders and side storage keep supplies organized and ready. Ages 3+.

Infantino Play Time Activity Center — Great for tummy time and seated play, this activity center includes four action-packed sides with a large peek-a-boo mirror, put-and-take bird's nest and a textured fish tank. A great, compact and portable product that grows with baby! Ages: 3 Months.

Infantino Lil Chef Set — It's never too early to start testing out baby's culinary skills! Three piece cooking set with textured clacker spoons, rattling peek-and-see pot and a bouncing bead "salt shaker" rattle makes the perfect gift for your new chef. Ages: 3 Months+.

Pretend & Play Storyteller — This princess castle allows children to create their own fairytale complete with a fairy godmother all while promoting creative storytelling and language development. Ages: 2 years+.

For more information about Step2, Infantino, and Thinkativity brand toys, visit: www.step2.com, www.infantino.com and www.thinkativity.com.
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Monday, November 10, 2008
Occasionally, Step2 fans send us pictures of our products in unique situations. This Halloween, we received just such a picture from Nancy in Rhode Island—and we just can't resist sharing it with the world! Here's what she had to say:
We call our KidAlert! by name, it's "Michael". So, when the kids are getting ready to play outside, I say, "Don't forget to take Michael with you." It has become an inside family joke that we have a third child.
This year, her 10yr old daughter dressed up as a KidAlert! for Halloween, and here's the proof!

KidAlert for Halloween!
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Tuesday, October 07, 2008
Toy Experts Expect Retro Play Kitchen to be Hot Pick for the Holidays

(STREETSBORO, OHIO) — October 7, 2008 — Holiday shopping season is just a few weeks away, and already The Step2 50's Diner play kitchen has rocked its way to the top of several of the country's most notable hot toy lists. Recent accolades include topping Toys"R"Us "Fabulous 15" holiday toy list for 2008, ranking among FamilyFun magazine's top 10 toys of the year, and receiving an Oppenheim Toy Portfolio Platinum Award, their top honor.

These highly anticipated shopping cheat-sheets help families identify which products are the best-of-the-best and will not only be safe, durable and a good value, but also fun, educational and provide hours of entertainment. Products to receive these awards are carefully selected after a comprehensive review process and exceed the performances of all other toys put to the test.

"We appreciate this recognition from such important industry and retail leaders," said Step2 CEO Scott Levin. "We pride ourselves on creating toys that are safe, fun and provide hours of imaginative play for kids. The Step2 50's Diner is a stand-out because it's a fresh take on our fun play kitchens and play houses, but it harkens back to a time when parents and grandparents were kids."

The new retro-style 50's Diner from Step2 lets toddlers step back to yesteryear with a classically-styled play kitchen that features everything needed to prepare an imaginary meal and serve customers — just like a real diner. The 50's Diner comes packed with fun activities and accessories including an oven, grill, dishware, spatula, ice cream scoop, sundae dishes, deep fryer, ketchup and mustard bottles, and a sink to clean the dishes. To help kids turn up the heat, a griddle pan and coffee pot activate electronic sizzling and bubbling sounds when placed on the stove's front burner. A tabletop seating area for pretend customers includes a working jukebox that lets kids rock around the clock with three 50's-style tunes. The 50's Diner is appropriate for children ages two years and up and retails for $149.99.

The 50's Diner is part of the Step2 lineup of high-quality, imaginative toys for kids, including its signature play kitchens, sand and water toys, ride on vehicles, swing sets and wagons.

###


About Step2
The Step2® Company is a family company with brands including Step2®, Infantino®, and Thinkativity® that foster learning and development through creative play in children from birth to school-age years. Step2, based in Streetsboro, Ohio, is the largest American manufacturer of preschool and toddler toys and the world's largest rotational molder of children's and home products, including children's play kitchens, playhouses, outdoor toys and ride on toys, as well as home products such as mailboxes, outdoor furniture and trash cans. Infantino, headquartered in San Diego, Calif. is a leading designer and international distributor of innovative and original infant, toddler, and preschool products. Featuring fashion-forward designs, the popular product lines include classic creative baby toys and puzzles, innovative soft baby carriers, and simple, no-fuss baby travel systems. New Jersey-based Thinkativity is a leading innovator of electronic and early learning toys promoting inventive play patterns through original musical compositions and stories that inspire children to explore, play and learn. Visit www.step2.com, www.infantino.com and www.thinkativity.com to learn more about the Step2 Company brands.

About Toys"R"Us, Inc.
Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer. Currently it sells merchandise through more than 1,500 stores, including 585 Toys"R"Us stores and 262 Babies"R"Us stores in the U.S., more than 693 international stores in 33 countries, which includes licensed and franchise stores, and through its Internet site at www.Toysrus.com.

About Oppenheim Toy Portfolio
Founded in 1989 by mother and daughter team, Joanne and Stephanie Oppenheim, the Oppenheim Toy Portfolio does not accept entry fees for reviewing products or take ads from companies. The Oppenheims are independent child development experts and contributors to NBC's TODAY Show. www.toyportfolio.com

About Family Fun
Published by Disney Publishing Worldwide, FamilyFun is the nation's largest magazine targeting families with children ages 3 to 12 years old, with a rate base of 2 million and an audience of 4.8 million. A trusted resource, FamilyFun delivers real ideas for - and from - real families. FamilyFun's lively and informative content focuses on making the most of family time together through travel, entertainment, cooking, crafts, learning at home, and other family activities. FamilyFun's portfolio of brands includes FamilyFun.com and FamilyFun books, including the Cooking With Kids cookbook.
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Friday, October 03, 2008
Top Toy Retailer Reveals "Fabulous 15" Representing the Best of the Season

(STREETSBORO, OHIO) — October 1, 2008 — With the official start of the holiday shopping season just a few short weeks away, Toys"R"Us has announced their "Fabulous 15" hot toys for 2008 and Step2®'s 50's Diner play kitchen tops the list.

This highly anticipated shopping cheat-sheet for families represents the definitive selection of toys for kids' wish lists this holiday season. Carefully selected after a comprehensive review process, the Step2 50's Diner play kitchen was chosen as a top choice for children 13 months to two years of age.

"After a thorough evaluation of all new toy introductions throughout the year, and consultations with our global merchandising team in 34 countries, Toys"R"Us has the unique ability to provide our guests with THE ultimate list of items certain to bring big smiles to kids' faces — the Toys"R"Us Hot Toy list," said Karen Dodge, Senior Vice President, Chief Merchandising Officer, Toys"R"Us, U.S.

The new retro style 50's Diner from Step2 lets toddlers step back to yesteryear with a classically styled play kitchen that features everything needed to prepare an imaginary meal and serve customers &emdash; just like a real diner. The 50's Diner comes packed with fun activities and accessories including an oven, grill, dishware, spatula, ice cream scoop, sundae dishes, deep fryer, ketchup and mustard bottles, and a sink to clean the dishes. To help kids turn up the heat, a griddle pan and coffee pot activate electronic sizzling and bubbling sounds when placed on the stove's front burner. A tabletop seating area for pretend customers includes a working jukebox that lets kids rock around the clock with three 50's-style tunes. The 50's Diner is appropriate for children ages 2 years and up and retails for $149.99.

"We appreciate this recognition from such an important retail industry leader." said Step2 CEO Scott Levin. "We pride ourselves on creating toys that are safe, fun, and provide hours of imaginative play for kids. The Step2 50's Diner is fun because it's a fresh take on our fun play kitchens and play houses but it harkens back to a time when parents and grandparents were kids."

The 50's Diner is part of the Step2 lineup of high-quality, imaginative toys for kids, including its signature play kitchens, sand and water toys, ride on vehicles, swing sets and wagons. For more information visit www.step2.com, or view all items featured on Toys"R"Us' Hot Toys List at www.Toysrus.com/HotToys.

About Step2
The Step2® Company is a family company with brands including Step2®, Infantino®, and Thinkativity® that foster learning and development through creative play in children from birth to school-age years. Step2, based in Streetsboro, Ohio, is the largest American manufacturer of preschool and toddler toys and the world's largest rotational molder of children's and home products, including children's play kitchens, playhouses, outdoor toys and ride on toys, as well as home products such as mailboxes, outdoor furniture and trash cans. Infantino, headquartered in San Diego, Calif. is a leading designer and international distributor of innovative and original infant, toddler, and preschool products. Featuring fashion-forward designs, the popular product lines include classic creative baby toys and puzzles, innovative soft baby carriers, and simple, no-fuss baby travel systems. New Jersey-based Thinkativity is a leading innovator of electronic and early learning toys promoting inventive play patterns through original musical compositions and stories that inspire children to explore, play and learn. Visit www.step2.com, www.infantino.com and www.thinkativity.com to learn more about the Step2 Company brands

About Toys"R"Us, Inc.
Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer. Currently it sells merchandise through more than 1,500 stores, including 585 Toys"R"Us stores and 262 Babies"R"Us stores in the U.S., more than 693 international stores in 33 countries, which includes licensed and franchise stores, and through its Internet site at www.Toysrus.com.

CONTACT:
Dotti Franks, Vice President Marketing Communications
dfranks@step2.net; 330-656-0440

Margaux Vega, Current Lifestyle Marketing
mvega@currentlm.com; 415-449-0126
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Researchers Blog on Creative Play and Child Development
Case Western Reserve University's Schubert Center for Child Studies partners with Step2


Parents have a new online resource, featuring recent research and expert commentary related to child development and creative play for infants and young children. Launched by the experts at Case Western Reserve University's Schubert Center for Child Studies in partnership with Step2®, the nation's largest manufacturer of preschool and toddler toys, CreativePlayPlus.com offers parents access to informative, unbranded information about fostering creativity from a team of world-class researchers.

Connecting parents to industry trends, news and advice, the blog features expert-authored articles on a variety of learning, child development and creative play.

"At Step2 we design quality children's play products with the understanding that imaginative and creative play is essential to the healthy development of a child," says Scott Levin, President and CEO of Step2. "Step2 is proud to sponsor CreativePlayPlus.com and give parents, grandparents and child care professionals the opportunity to connect with noted experts in the field of child development at the Schubert Center for Child Studies to learn why play is so important in children's lives."

CreativePlayPlus.com will allow parents and child care professionals to:
  • Read the latest research in summarized form by noted experts in the field of child development
  • Respond to articles with personal comments and questions
  • Learn how to make wise toy purchasing decisions for children
  • Use provided links to other resources to get more information on play
  • Easily navigate through the site using categories and tags
  • Subscribe and be notified of the latest information published via RSS and email

Sample topics include child development, parenting and play tips. For more information, go to CreativePlayPlus.com or visit Step2.com to find out more about the company supporting this educational effort for parents.
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