Thursday April 12, 2001

TDK Mediactive Scores No Rules Videogame License; Edgy Clothing Brand Bringing Attitude to a Console Near You

TDK Mediactive, Inc. (OTC:TDKM.OB), a global publisher of entertainment software, announced today a 5-year worldwide licensing agreement with R & S Trading, owners of the popular lifestyle clothing brand, No Rules(TM). The agreement gives TDK exclusive rights to develop and publish games featuring the No Rules brand for current and next-generation video game systems. The company also has been granted the rights for handheld devices including PDA's and cellular phones.

The first title under the agreement, will ship this November for the Game Boy(R) Advance. TDK Mediactive Inc. will release the game in 5 languages including Spanish and French in North America with simultaneous distribution across Europe through sister company, TDK Recording Media Europe S.A.

    "No Rules is a brand that embodies the hip, urban lifestyle from top to bottom," said Vincent Bitetti, chief executive officer of TDK Mediactive. "We plan to capture this alternative attitude by combining fast paced gameplay with popular activities like snowboarding, skateboarding, and riding scooters."

    "In our partnership with TDK, we are looking to expand our brash and daring brand," said Mary Boncutter, president of R&S Trading. "Video gaming is a new territory for No Rules, one that is true to our young, precocious audience."

    About the No Rules(TM) License

    Established in 1994, No Rules is a lifestyle brand for today's youth, eight to 18 years old, who aspire to an "in your face" attitude. With graphics that are edgy and provocative, No Rules epitomizes the "against the norm" attitude embraced by the youth market. The No Rules license has generated $15 million in wholesale revenue that translates to $40 million at the resale level. In the past year, No Rules has grown dramatically and its forecast for 2001 is a growth increase of 25 percent.
www.norules.com

    About TDK Mediactive, Inc.

    Southern California-based TDK Mediactive, Inc. is a global publisher of high quality entertainment software for current and next generation videogame systems. The Company's games are based on original and licensed content derived from major motion pictures, video franchises, popular literature and popular culture. TDK Mediactive has exclusive technology and content licenses with Sony Computer Entertainment America Inc., Microsoft Corporation, Nintendo of America, DreamWorks SKG, Universal Studios, The Harvey Entertainment Co., New Line Cinema, Signatures Network, and others. TDK Mediactive is part of TDK Corporation's global effort to expand its offerings to consumers of entertainment-oriented products.
www.tdk-mediactive.com