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9/07/2005

 
AG Interactive Teams with Legendary Sports Advertising Director to Produce New Trash Tonz Product Line for Def Jam Mobile

Your Phone's Got Game with New Trash Talking Ringtones from NBA and Streetball Stars Baron Davis, Corey Maggette, Chris Paul, PeeWee Kirkland

LOS ANGELES, Sept. 7 /PRNewswire-FirstCall/ -- AG Interactive, the new media subsidiary of American Greetings Corporation (NYSE:AM) , today announced the launch of Trash Tonz(TM), exciting new ringtones in the company's Sportz Tonz product line, featuring sound bites from fast-talking athletes verbally abusing and amusing their competition on the court. Trash Tonz are now available from Def Jam Mobile (http://www.defjammobile.com/), the premier platform for Hip Hop wireless services, and participating wireless carriers in North America and Europe.

To produce the Trash Tonz, AG Interactive partnered with Jimmy Smith, creator of the award-winning Nike Freestyle commercials. He was the first to combine Hip Hop with basketball creating some of the industry's most successful sports advertising campaigns. AG Interactive gathered with Jimmy Smith and four basketball greats in a Los Angeles recording studio for several hours of freestyle story telling and trash talking. Scenes from the recording session will air on "ESPN Hollywood," a new show focused on the convergence between sports and entertainment. The new show is on ESPN2, weekdays at 6:00 pm EST.

"Sports and the tradition of trash talking are inseparable," said Bryan Biniak, senior vice president, AG Interactive and general manager, AGmobile. "We are working with some of history's greatest athletes from basketball, football, boxing, and hockey to bring the game to the phone."

AG Interactive's first Trash Tonz will highlight the verbal battling of:
- Golden State Warriors' Baron Davis, who talks about "BD's Dunk of Shame"
- Chris Paul, the 4th round NBA draft pick
- Corey Maggette, famed LA Clipper
- PeeWee Kirkland, the Wizard of Rucker Park

"Hanging out with AG Interactive in the studio making the Trash Tonz was cool," said Baron Davis, point guard for the Golden State Warriors. "I love the idea that my fans can put my Trash Tonz on their phones to stay connected to me and the game."

AG Interactive has also signed a roster of trash talking ballers including:

Current and Former NBA Players:
- Ben Gordon - Guard, Chicago Bulls, NBA 6th Man of the Year Award
- Andre Iguodala - Guard, Philadelphia 76'ers
- Moses Malone - Center, twelve-time NBA All-Star and Hall of Famer
- George Gervin - Master of the "finger roll" and twelve-time consecutive
ABA/NBA All-Star and NBA Hall of Famer
- Kenny Smith - host of TNT basketball and NBA legendary trash talker

Prominent Streetballers:
- Joe 'The Destroyer' Hammond - Rucker Park streetball legend
- Junie Sanders - Guard, Fayetteville Patriots
- Billy 'The Kid' Harris - Famed Chicago streetballer
- James 'Fly' Williams - New York City streetball legend
- Bobbito Garcia - Voice of Electronic Art's NBA Street Showdown game

"For Trash Tonz, I drew on my experience creating the Nike Freestyle commercials where I combined the dance-like moves of the athletes on the court with an old school Hip Hop beat to create a dope new style of advertising," said Jimmy Smith, Producer for Trash Tonz and Founder of God Squad Athletics. "With Trash Tonz, I wanted to capture the athlete's spirit of battle through dialogue and the urban edginess of Hip Hop to create a totally new sound experience for mobile phones."

Trash Tonz are an extension of AG Interactive's line of Sportz Tonz, the industry's first ringtones to emulate game sounds. To create Sportz Tonz, AG Interactive works with many of the top talents in sports today including Boston Red Sox's David Ortiz, Cleveland Indian's C.C. Sabathia, New York Knicks' Stephon Marbury, Dallas Cowboy's Roy Williams, Minnesota Twin's Torii Hunter, and boxer Roy Jones Jr. AG Interactive also co-produced the Sportz Tonz line with the original sound design team from the hugely popular Nike Freestyle commercials

About Def Jam Enterprises

Def Jam Enterprises, a subsidiary of Rush Communications' fashion and entertainment empire, offers consumers a wide range of popular products and services in a variety of industries including fashion, film, gaming, and mobile. By leveraging the power of the Def Jam brand, Def Jam Enterprises has co-produced two highly successful video games with Electronic Arts: Def Jam Vendetta and Def Jam Fight For NY. Since its launch last year, Def Jam University has already established itself as a premier urban fashion brand. Def Jam Mobile, in partnership with AG Interactive, is the premier provider of Hip Hop content for wireless consumers. Def Jam Enterprises will continue to expand into new arenas by staying true to the logo.

About AG Interactive

AG Interactive is a worldwide leader in online, instant messaging and mobile expressions and entertainment. The online group, AG.com, offers over 20,000 premium quality greetings and other types of expressive content through its popular websites including AmericanGreetings.com, BlueMountain.com, BlueMountainCards.co.uk, and egreetings.com, as well as co-branded greetings sites with leading portals Yahoo!, AOL and MSN. Collectively, the AG Interactive online sites represent the largest online greeting card destination in the world, attracting over two million paying subscribers and millions of unique visitors every month.

The mobile services group, AGmobile, is a leader in mobile content creation, distribution and marketing. It offers consumers a broad set of wireless and multi-media expressions and entertainment including ringtones, graphics, video and games. Through its mobile properties, including Def Jam Mobile, MIDIRingtones, Blue Mountain Mobile and Kiwee, AGmobile creates and distributes innovative content to mobile phone users through 25 wireless carriers in over ten countries and in multiple languages. By leveraging the world's largest digital library of award-winning expressive content and premium licensed content along with an unrivaled international distribution capability, AG Interactive offers consumers and business partners the premiere online and mobile services available today. AG Interactive is a subsidiary of American Greetings Corporation (NYSE:AM) , one of the world's leading manufacturers of social expression products, generating annual net sales of approximately $2 billion.

Source: AG Interactive

CONTACT: Pamela Preston, office: +1-212-590-2554, mobile:
+1-917-575-5830, ppreston@breakawaycom.com, or Alicia Mickelsen, office:
+1-212-590-2557, mobile: +1-973-229-9972, amick@breakawaycom.com, both of
Breakaway Communications for AG Interactive

Web site: http://www.defjammobile.com/




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