ACTIVISION PUBLISHING AND GAMEMILL ENTERTAINMENT ANNOUNCE ZHUZHU PUPPIES™ FOR NINTENDO DS™

MINNEAPOLIS, MN– March 14, 2011– Activision Publishing (Nasdaq: ATVI) and GameMill Entertainment, LLC in association with Cepia LLC, announced today that ZhuZhu Puppies™ will be available starting March 29th for Nintendo DS™. ZhuZhu Puppies incorporates the same key components that made ZhuZhu Pets® the hit toy sensation of 2009 and the #7 top selling Nintendo DS™ title of 2010. Kids will enjoy all the benefits of pet ownership without the hassle and mess of a real animal -- now on the Nintendo DS™.

“The draw behind ZhuZhu Puppies™ is the idea that kids can finally own the pet that their mothers would never let them have,“ states Russ Hornsby, CEO of Cepia LLC.“And migrating this play pattern to Nintendo DS™ is an obvious natural expansion.”

With this new game, Zhu-natics will enter into a world of pure puppy fun. They’ll have the opportunity to bond with their ZhuZhu by walking, feeding, and bathing it-just like a real pet. Players, who successfully care for their pup, receive allowances, with which they can then spend at the virtual pet store as their well-deserved reward.

Players will find plenty of games, sing-a-longs, and adventures to choose from with their pooch. An outfit customization component is integrated into the game so kids of all ages will not only adore the company of man’s best friend, but dressing their pup in their favorite fashions too! 

ZhuZhu Puppies™ will be available March 29th on Nintendo DS™. For a limited time only, Freckles, the adorable puppy character, will be offered as an added incentive in exclusive bundle packages. This game is not yet rated by the ESRB. For more information visit www.activision.com or www.gamemillpublishing.com. ;

About GameMill Entertainment

GameMill Entertainment is located in Minneapolis, Minnesota. GameMill is a third party publisher of various Children’s and Casual games for the PC, Nintendo DS, and Wii from Nintendo. With development across the globe, GameMill is a source of entertaining and fun games for all ages. www.game-mill.com.

About Cepia, LLC

Headquartered in St Louis, Mo., Cepia LLC is a privately held company that manufactures toys and games for children of all ages. The company was founded on the premise that sufficiently advanced technology is indistinguishable from magic. Ingenuity, creativity, playfulness and passion are the heart of Cepia and everything it creates. Cepia’s toy building enterprises include: ZhuZhu Pets®, Kung Zhu™, ZhuZhu Princess™, ZhuZhu Babies™, ZhuZhu Puppies™ and their newest venture, DaGeDar™. ZhuZhu Pets has received top honor Toy of the Year recognition in five countries, including 2010“Toy of the Year,”“Most Innovative Toy” and“Best Girls Toy” at the 2010 TOTY Awards in the U.S. All toys from Cepia LLC are sold globally through national chain retail outlets and independent toy stores. For more information, please visit www.cepiallc.com and www.zhuniverse.com.   

About Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company’s website, www.activision.com. ;

©2011 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. . Nintendo DS is a trademark of Nintendo.© 2006 Nintendo. All other trademarks and trade names are the properties of their respective owners. All rights reserved.

Contact:

Edith Yang

Sandbox Strategies

424 259 2205

edith@sandboxstrat.com 


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