NewKidCo Introduces Sesame Street Sports at E3

12 May 2000

Now young sports fans can enjoy video game fun just like the big kids! Exciting and action-packed, NewKidCo's Sesame Street Sports video game is sports...the Sesame Street way.

"We are happy to add this new and exciting title to our library of Children's Television Workshop Sesame Street video games," said Hank Kaplan, President of NewKidCo, LLC. "Sesame Street has proven itself to be one of the most trusted and valued brands for young kids and their parents."

In Sesame Street Sports, kids are challenged to six different Sesame Street sporting events featuring their favorite Sesame Street friends. Steer Grover on his unicycle, shoot the rapids with Ernie in his bathtub, race with Zoe on her Big Wheel, slip and slide with Telly on his snow saucer, go bouncing with Cookie Monster, and guide Elmo through town on his roller blades.

Kids will delight in the "Up Close and Personal" interviews of all the contestants by their favorite host Big Bird! The game was produced especially for young children and features a special verbal tutorial that shows even the youngest of gamers how to play. Sesame Street Sports will be released for Game Boy Color and PlayStation in October 2000.

Sesame Street Sports will be supported by national television and print advertising, major public relations initiatives, synergistic promotions programs with other key licensees including rebate offers inside two million Fisher-Price toys as well as Sony Wonder home video rebate inserts, online outreach programs, a dedicated website, website links to Sesame Street co-licensees, tie-ins with www.pbs.org and consumer promotions including contests, sweepstakes, and radio and print giveaways.

About Children's Television Workshop:

Children's Television Workshop is a non-profit educational organization committed to maximizing the power of media as an educational force in the lives of children. Its properties include television, online, CD-ROM, magazines, books, film, community outreach, and product licensing. Best known as the creators of Sesame Street—now in its 31st season on PBS—the Workshop produces programming that has been enjoyed in 148 countries, including 20 co-productions reflecting local languages, customs and educational needs. With Columbia TriStar Television Group, the Workshop recently launched Dragon Tales on PBS. Several of the Workshop's earlier award-winning programs, including The Electric Company, 3-2-1 Contact, and Square One TV, can now be found on Noggin, the 24 hour per day kids' thinking online and TV channel, a joint venture between the Workshop and Nickelodeon. Find the Workshop online at www.ctw.org, www.sesamestreet.com, and www.stickerworld.org.

About NewKidCo International:

NewKidCo International Inc. (OTC BB: NKCIF - news; TSE: NKC - news) publishes video games for young children. NewKidCo's mission is to become the leading provider in the children's video game category with such licensed properties as Sesame Street®from Children's Television Workshop®, Winnie The Pooh®, Doug, Disney Classic characters and Mulan from Disney, Dragon Tales from Sony Pictures Consumer Products/Children's Television Workshop, Tom & Jerry®from Warner Bros. and Hello Kitty®from Sanrio. NewKidCo's products are sold nationwide through the retail channel. To learn more, visit http://www.newkidco.com.

Sesame Street is a registered trademark of Children's Television Workshop. PlayStation is a registered trademark of Sony Computer Entertainment America, Inc. Nintendo and Nintendo 64 are trademarks of Nintendo of America Inc. © 1996 Nintendo of America Inc. Game Boy and Game Boy Color are trademarks of Nintendo of America Inc. © 1989, 1998 Nintendo of America Inc. All other names are trademarks or registered trademarks of their respective companies.

Forward-looking statements in this release are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Investors are cautioned that all forward-looking statements involve risk and uncertainties, including without limitation risks of intellectual property rights and litigation, risks in technology development and commercialization, risks in product development and market acceptance of and demand for the Company's products, risks of downturns in economic conditions generally, risks associated with competition and competitive pricing pressures, risks associated with foreign sales, risks associates with the sell-through of products in the sales channels, risks associated with customer concentration and other risks detailed in the Company's filings with the Securities and Exchange Commission.