FOR IMMEDIATE RELEASE
March 21, 2005

CONTACT:
Cara K. Bernosky, President
IMC Licensing
502.589.7655
cara@imclicensing.com

Ann Moreno
The Pollack PR Marketing Group
310.556.4443
amoreno@ppmgcorp.com

The Coolest Names in Summertime Fun
Puts the Freeze on Summer Boredom
With the New WHAM-O® KOOL-AID® Freeze Factory

Cool Kids Get Set To Beat The Heat This Summer With A Blast Of Frozen Icy Delights And Slushies Made From Their Favorite KOOL-AID Flavors

Emeryville, CA – WHAM-O, Inc., the leader in innovative, imaginative, fun toys has joined forces with the “coolest” name in thirst-quenching beverages, KOOL-AID, creating the all new WHAM-O KOOL-AID Freeze Factory. Kid’s favorite flavor-packed drink freezes and crushes into frozen sensations that are as much fun to make as they are to eat – a great way for kids and parents to engage in unplugged, interactive, refreshing fun.

“This 2-in-1 toy allows kids and families to turn off the video games and DVD’s and spend some time together with a fun, flavorful project that results in a tasty treat,” says Madeleine Carr, WHAM-O marketing manager. “The WHAM-O KOOL-AID Freeze Factory is the perfect way to be twice as ‘cool’ on those hot summer days.”

Never before has it been so easy for kids to make their favorite frozen pops, ice cubes and slushies than now as the WHAM-O KOOL-AID Freeze Factory uses soft frozen KOOL-AID instead of hard, tough-to-grind, ice. The WHAM-O KOOL-AID Freeze Factory creates an instant slushie party for friends and family with two types of frozen KOOL-AID treats that are easily made in just a few easy steps - freeze it, crush it and slurp it. Freeze KOOL-AID pops or Kool Kubes to enjoy as is, or continue the fun and grind up the Kool Kubes and slurp up yummy summertime slushies using the signature KOOL-AID MAN Cup with the double delight dual-purpose Straw-Spoon.

The WHAM-O KOOL-AID Freeze Factory comes complete with three pop sticks, three pop molds, one pop holder bowl, one Kool Kube tray, one cube crusher, one signature KOOL-AID MAN themed cup, one Straw-Spoon and one KOOL-AID Drink Mix packet.

With a suggested retail price of $14.99 the WHAM-O KOOL-AID Freeze Factory will be available in Wal-Mart and Meijer just in time for the rising temperatures of Spring. Refills are available wherever KOOL-AID flavor packs are sold.

The license agreement was secured and negotiated by Kraft’s licensing agency, IMC Licensing.

ABOUT WHAM-O, INC.
Headquartered in Emeryville, California, WHAM-O, Inc., is an international, branded consumer products company with a diversified portfolio of innovative toys, sporting goods and recreational products. Privately owned by New York-based private equity firm Charterhouse Group International, Inc., WHAM-O was founded in 1948. WHAM-O, designs and manufactures a core of more than 70 products that appeal to all ages, which are carried by virtually every toy, sporting goods and mass retailer in the world. For more information,
visit www.wham-o.com or call toll free 1-888-WHAM-O-50 (1-888-942-6650).

ABOUT KOOL-AID®
Kool-Aid has is the number one consumed beverage by kids. Invented in 1927, by Edwin Perkins in Hastings, Neb., the concentrated powder sold through a mail order business, Kool-Aid quickly became his best selling item.

Available today in more than 25 flavors, the original six flavors of Kool-Aid were cherry, grape, orange, raspberry, lemon-lime and strawberry. General Foods, which later became a part of Kraft Foods, acquired Kool-Aid in 1953. Kool-Aid Man burst onto the scene in 1975 with his dramatic entrance in TV commercials. Kool-Aid was named the official state soft drink of Nebraska in 1998. Kids of all ages can enjoy Kool-Aid fun with Kool-Aid, Sugar-Free Kool-Aid, Kool-Aid Jammers, Kool-Aid Jammers 10 and Kool-Aid Bursts. For more information about Kool-Aid, visit www.kool-aid.com.

ABOUT IMC
IMC Licensing is the nation's leading full-service licensing agency specializing in consumer product brands. Firmly grounded in the middle of the U.S. where brands grow and interact with consumers, IMC turns brands into great new consumer products that delight consumers and expand the long-term value of our clients' iconic trademarks.