LIVE NATION MOTOR SPORTS EXTENDS EXCLUSIVE, MULTI-YEAR MARKETING AGREEMENT FOR MONSTER JAM® BRAND WITH WORLDWIDE MASTER TOY PARTNER MATTEL®

Monster Jam Licensing Agent 4Kids Entertainment Announces New Licensees including Accessory Innovation, H3 Sportgear, SG Footwear, Smilemakers and Kellytoy as well as Monster Jam Video Game sequel produced by Activision

NEW YORK (July 23, 2008) – Start your engines! Monster Jam®, the largest and most popular touring monster truck brand, owned and operated by Live Nation Motor Sports, Inc., is once again blowing the roof off traditional motor sports. With another record live event attendance season on the horizon expected to surpass the 4 million tickets mark for the second year in a row, year-round television broadcasts, an expanding international presence of touring Monster Jam shows and a growing online presence, the 2008 Monster Jam racing season is on track to become the brand’s most successful season in history!

 Driving the Monster Jam line is worldwide master toy partner Mattel, which continues its successful relationship with the motor sports brand. Through this expanded, multi-year agreement, Mattel will remain Monster Jam’s master toy partner through 2013. The world’s premier toy company manufactures an extensive and innovative line of replica Monster Jam vehicles based on more than 70 of the world’s most famous monster trucks -- from Grave Digger® and Maximum Destruction® to Monster Mutt®, El Toro Loco®, to Captain’s Curse® and Blue Thunder®.  Mattel’s expanded product line will include die-cast and plastic monster truck vehicles in a variety of scales, including light and sound, radio control and electric racing monster truck vehicles.

 “We have been working with Monster Jam for more than eight years to create Hot Wheels Monster Jam vehicles, and they are a great partner for the Hot Wheels brand,” said Geoff Walker, vice president, Wheels and Games Marketing, Mattel Brands. “This is a live entertainment brand where the trucks are the celebrities and they translate so well to toys because they’re everything a boy wants in a cool vehicle. They’re oversized, powerful and have the most popular touring monster trucks in the world including Grave Digger and Maximum Destruction leading the way.”

 Additionally, the line will feature play sets and accessories, construction sets, board games, puzzles, plastic model kids, carrying cases, and ride-on vehicles. The new Mattel product line will be heavily supported by TV advertising.

 Live Nation Motor Sports, Inc., also announced today that 4Kids Entertainment, its global licensing agent, has signed a slate of new multi-year licensees for Monster Jam, including:

 Accessory Innovations LLC (backpacks, luggage, lunch kits, headwear, cold weather accessories, back to school products, journals, stationery sets);

 H3 Sportgear, LLC (headwear and cold weather accessories; as well as boy’s and young men’s t-shirts, sweatshirts and combo packs);

 SG Footwear, Inc. (children's footwear to include athletics, casual shoes, hikers, beach shoes, boots, canvas, sandals, slippers, slipper socks, aqua socks, and molded footwear);

 Smilemakers, Inc. (stickers distributed online and catalog to the healthcare industry);

Kellytoy USA, Inc. (plush, playground balls, basketballs, vinyl novelty balls, hopper balls, boxing gloves, novelty sport sets, hoop sets for amusement and crane distribution).

 The November 2007 retail launch of Monster Jam: The Video Game by Activision, was hugely successful and is being followed up by the sequel Monster Jam video game, Monster Jam: Urban Assault, which will launch in Fall 2008.

 “The success of the core Monster Jam live event business continues to transcend the brand across such a wide variety of consumer product segments and is a testament to what an important brand we’ve built over the years,” said Live Nation Motor Sports, Inc.,  President Charlie Mancuso.  “From sportswear apparel to toys, video games to accessories, and QSR promotions to mobile content, we continue to be encouraged by the momentum Monster Jam is gaining at retail, which is driven by our licensing agent 4Kids Entertainment, making Monster Jam a leading family brand at not only the live events and on television, but also on the retail shelves.  We are especially excited to continue our outstanding relationship with Mattel for another 5 years and jointly plan on taking the Monster Jam brand, under the Hot Wheels umbrella, to record heights in the years to come, domestically and internationally.”

 Monster Jam, is the world’s leading monster truck tour and the second largest family touring show in the world. Approximately four million fans attend one of more than 325 Monster Jam performances taking place at the world’s premier stadiums and arenas each year, making Monster Jam one of the fastest growing spectator sports in the world. The Monster Jam franchise features more than 70 trucks in its licensing program, including world-renowned marquee monster trucks Grave Digger®, Maximum Destruction®, Captain’s Curse®, Monster Mutt®, El Toro Loco®, Blue Thunder®, Bulldozer®, Bounty Hunter®, and Avenger™ in addition to popular entertainment brands Batman®, Superman®, Taz®, Teenage Mutant Ninja Turtles®, Donkey Kong®, and many more!  For a full schedule of Monster Jam live events, please log onto www.MonsterJamOnline.com.

 With so much maximum destruction going on, it’s no wonder that the Monster Jam licensing program is on fire! 4Kids is looking to expand its wildly successful retail offerings by targeting such core categories as publishing, food and beverage, seasonal products, gifts and novelties and more.

About 4Kids Entertainment, Inc.

With U.S. headquarters in New York City, regional offices for its trading card business in San Diego, California and international offices in London, 4Kids Entertainment, Inc. (NYSE: KDE) is a global organization devoted to the creation, development, production, broadcasting, distribution, licensing and manufacturing of children’s entertainment products.

Through its subsidiaries, 4Kids produces animated television series and films, distributes 4Kids’ produced or licensed animated television series for the domestic and international television and home video markets, licenses merchandising rights worldwide to 4Kids’ owned or represented properties, operates Web sites to support 4Kids’ owned or represented properties, and produces and markets collectible trading card games.  Additionally, the Company programs and sells the national advertising time in a four-hour “4KidsTV” block which airs on nearly 200 affiliated FOX television stations Saturday mornings.  Beginning in September 2008, the Company will also program and sell the national advertising time in the five-hour Saturday morning block on The CW television network.

 Additional information is available on the www.4KidsEntertainment.com corporate web site and at the www.4Kids.tv game station site.

 About Live Nation

Live Nation is the future of the music business.  With the most live concerts, music venues and festivals in the world and the most comprehensive concert search engine on the web, Live Nation is revolutionizing the music industry: onstage and online.  Headquartered in Los Angeles, California, Live Nation is listed on the New York Stock Exchange, trading under the symbol "LYV."   Additional information about the company can be found at www.livenation.com under the “About Us” section.

 About Mattel

Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica:® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of 2008's 100 Best Companies to Work For by FORTUNE Magazine, among the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing sustainable business practices, Mattel marks a 10-year milestone in 2007 for its Global Manufacturing Principles. With global headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.

 The information contained in this press release, other than historical information, consists of forward-looking statements within the meaning of Section 27A of the Securities Act and Section 21E of the Exchange Act. These statements may involve risks and uncertainties that could cause actual results to differ materially from those described in such statements. Although the Company believes that the expectations reflected in such forward-looking statements are reasonable, it can give no assurance that such expectations will prove to have been correct. Important factors beyond the Company's control, including general economic conditions, consumer spending levels, competition from toy companies, motion picture studios and other licensing companies, the uncertainty of public response to the Company's properties and other factors could cause actual results to differ materially from the Company's expectations.