NICKELODEON UNVEILS ITS BREAKTHROUGH AND
MUCH-AWAITED BLUE'S CLUES LICENSING PLANS

New Partnerships With Master Toy Licensee Tyco Preschool And Other Top Partners
Builds Momentum for Strategic Licensing Rollout Featuring Toys, Plush, Books, Video and Software

New York, NY, January 18, 1997 -- Nickelodeon announced today its much-anticipated licensing strategy for its preschool television phenomenon Blue's Clues. Currently the highest-rated preschool program on commercial TV, Blue's Clues is setting the stage for an outstanding, breakthrough licensing program that will give kids even more chances to play along and think along with their favorite girl puppy, Blue, and her friend, Steve.

Nickelodeon granted Tyco Preschool, a division of Mattel and one of the leading manufacturers of preschool toys, the master mass-market toy license for Blue's Clues. Tyco Preschool, together with a multi-team alliance of licensees, will create a variety of exceptional products inspired by Blue's Clues.

The Blue's Clues licensing program, most of which is debuting at the 1998 International Toy Fair in New York, will consist of premium products such as toys, plush, books, video and software that capture the multi-layered aspect of the show and its lovable characters, creating a ground-breaking preschool merchandising program.

"Since the emergence of Blue's Clues as a runaway hit with the preschool set, Nickelodeon has received countless letters, phone calls and e-mails from consumers requesting Blue's Clues products," says Ann Sarnoff, Executive Vice President, Consumer Products and Business Development, Nickelodeon. "We're thrilled to unveil a dynamic merchandising program that will extend the Blue's Clues experience."

"Nickelodeon is extremely proud to be forging new relationships with such significant industry leaders," says Maureen Taxter, General Manager and Vice President Nickelodeon Licensing. "Together with the preschool expertise of our licensing partners, we're developing a powerful mix of engaging and innovative products that will deliver a meaningful experience to kids ages two to six."

Strengthening the Blue's Clues specialty and mass-market rollout are the following companies:

Eden: A leading gift manufacturer, Eden will create soft toys and play sets targeted to the specialty and department stores. This exceptional product line will debut in June to coincide with an array of promotional activity surrounding Blue's Clues in retail outlets across the country. The products will reflect the multi-layered visual feel of the program and many will be interactive and educational.

University Games: Nickelodeon will collaborate with University Games to create board and card games that encourage and reinforce skills including decision-making, matching and counting. Products will hit store shelves in June.

Colorforms: Working with Colorforms, the network will debut a variety of the classic stick on playsets in June that embody the Blue's Clues "play to learn" philosophy.

Learning Curve International: Nickelodeon and Learning Curve International will create high-quality developmental Blue's Clues products for the specialty market this summer. Learning Curve's FELTKidsR brand will introduce feltboards and play pieces while Kid Classics will offer a variety of wooden puzzles.

Colorbok: Capturing Blue's Clues interactive spirit, Colorbok activity-based products will include sticker kits, character stamps, tattoo kits, sewing cards, sidewalk chalk and more.

Simon & Schuster: Working with sister company Simon & Schuster, Nickelodeon will offer an exciting array of book categories that compliment the participatory nature of Blue's Clues. Book formats due to hit major retail stores this summer are flapboard, board and super chubby board, sticker and shape and story book. All titles will offer readers original, creator-driven stories and illustration.

Landoll, Inc.: Landoll, Inc. and Nickelodeon will create a series of coloring books and activities that mirror the multi-layered curriculum present in Blue's Clues. Beginning in June, kids will enjoy a variety of entertaining and participatory formats including sticker, activity, shaped, color and activity, crazy slates, paint with water and activity tablets.

Paramount Home Video: Nickelodeon and sister company Paramount Home Video will bring this popular series into the video marketplace this summer with an engaging lineup of entertaining stories including direct-to-video programming. The themes, based on the activities and interests of preschoolers, provide a level of participatory play unique in video.

Humongous Entertainment: As previously announced, Nickelodeon and Humongous Entertainment have joined forces in an exclusive five-year worldwide deal to develop creator-driven CD-ROMs based on Blue's Clues. Two CD-ROMs are slated for Fall 1998.

Set in a computer-generated storybook animation world, Blue's Clues revolves around the adventures of an animated little girl puppy "Blue" and her friend Steve, the show's live action host. In each episode, preschoolers are challenged to figure out what "Blue" needs by collecting the clues she leaves and putting them together to figure out the answer. Blue's Clues airs weekdays at 9:30 am and 12:30 pm (E/T) in Nick Jr., the network's preschool programming block.

Nickelodeon, Blue's Clues and all related titles, characters and logos are trademarks of Viacom International Inc.