(September 11, 2009 – Atlanta, GA) – Elf Island (www.elfisland.com), the virtual world where kids play games that cause good to happen in the real world, will transform its fantastical world, beginning today through the end of year, to celebrate the 70th anniversary of the classic film “The Wizard of Oz,” through a partnership with Warner Bros. Consumer Products. As part of the festivities at Elf Island, many favorite characters from “The Wizard of Oz” will come to virtual life in games, with exclusive features and activities for kids and parents to experience, including: • Outfitting your own elf as Dorothy, the Cowardly Lion, the Tin Man, the Scarecrow, the Wicked Witch, Glinda, Dorothy’s Ruby Slippers, the Witch’s hat, Munchkin hairstyles and more. • Choosing from more than a dozen digital items that include, the lion’s metal of courage, Toto, the Wizard’s curtain and others. • Transforming the Island map and many of Elf Island’s environments to include, the Yellow Brick Road in the marketplace, the Emerald City in the ice cavern, and additional memorable icons and settings. • Celebrating through community events - treasure hunts, parties and animated features. Elf Island will also introduce its 9th GoodQuest in collaboration with Warner Bros. Consumer Products’ long-term philanthropic partner, the Elizabeth Glaser Pediatric AIDS Foundation, to bring the celebration full circle by reinforcing its inventive charitable platform, Gaming for Good™. Founded on the premise of uniting and empowering kids through storytelling, social interaction and gaming, Elf Island’s Gaming for Good™ has created a new category in the virtual world space. “Because of our fantastical world, its skies the limit with our storylines, character development and brand integration,” Liz Kronenberger, Co-Founder and VP of Marketing, Elf Island. “This partnership allows us to celebrate an all time favorite movie with ‘The Wizard of Oz’ in a new medium all while injecting redeeming value by showing kids they have the power to help others through gaming.” Working directly with non-profit partners like the Elizabeth Glaser Pediatric AIDS Foundation, Elf Island identifies projects that are emotive and relatable to kids – in this case, empowering kids to build virtual Ariel Camps through an online GoodQuest™ game, and then mirroring offline the construction of a “real” Ariel Camp in Africa for HIV-positive children. By playing Elf Island’s GoodQuest, kids have the opportunity to learn about the real world through social involvement, cultural immersion and educational and artistic expression. In order to “mirror” offline to the real world, kids must meet the collective goal set by Elf Island. This creates authentic empowerment where kids ultimately determine the success from their actions. Elf Island is Free-to-Play with a subscription upgrade. Kids of all ages are welcome to log into the community and play standard games, do basic customizations of their elf or living space and safely chat with other elves. To access many advanced features and experiences, including the unique ability to unveil secret passageways and ultimately learn The Secret of Elf Island, users will need to upgrade to a membership with a subscription fee of approximately $5.95 (USD) per month. Reduced rates are available with six-month and one-year memberships. For the past year, Warner Bros. Entertainment has been celebrating the 70th anniversary of “The Wizard of Oz” with a slate of spectacular festivities spanning the globe. Events included exhibitions of Warner Bros. Consumer Products’ The Ruby Slipper Collection, consisting of 20 noted designers’ reinterpretations of Dorothy’s famous ruby slippers for modern times, as well as The Inspirations of Oz Fine Art Collection, featuring one-of-a-kind interpretive works by acclaimed artisans. In addition, to celebrate the film's first time in Blu-ray™ format, Warner Home Video will release a re-mastered Blu-ray and DVD “The Wizard of Oz 70th Anniversary Ultimate Collector’s Edition,” on September 29. With six times higher resolution than standard DVD, along with the sonic excellence of Dolby TruHD the film will be at its pristine best, marking an historic benchmark in the Blu-ray™ format. The limited and numbered Ultimate Collector’s Editions will feature 16 hours of bonus features - four hours of which have never been available before now. Every package will bear a silver label containing a specific numbered version; once these packages are sold out, they will never again be available to consumers. Visit the official website www.thewizardofoz.com for more information on events and products. Elf Island Elf Island is the first kids’ virtual world specifically created to instill positive social and environmental values into the world’s future stewards. Elf Island turns online gaming efforts into tangible offline results through non-profit partnerships and Mirrored Gaming™. Elf Island invented Gaming for Good, Mirrored Gaming and GoodQuests and is an independent children’s interactive entertainment developer that delivers entertaining game play for kids that inspires, rewards actions and builds awareness of social issues around the world. Craig and Liz Kronenberger are a dynamic husband and wife duo, parents to twin boys, and veterans in the online gaming industry that founded Elf Island in June 2007 (www.elfisland.com). Warner Bros. Consumer Products Warner Bros. Consumer Products, a Warner Bros. Entertainment Company, is one of the leading licensing and retail merchandising organizations in the world. Warner Home Video With operations in 90 international territories, Warner Home Video, a Warner Bros. Entertainment Company, commands the largest distribution infrastructure in the global video marketplace. Warner Home Video’s film library is the largest of any studio, offering top quality new and vintage titles from the repertoires of Warner Bros. Pictures, Turner Entertainment, Castle Rock Entertainment, HBO Home Video and New Line Home Entertainment. www.thewizardofoz.com. “The Wizard of Oz” “The Wizard of Oz” is one of the most beloved and iconic motion pictures of all time filled with timeless sentiments and values cherished by multiple generations. Originally released in 1939, more than one billion consumers have experienced the classic story of Dorothy and friends in the Land of Oz. THE WIZARD OF OZ and all related characters and elements are trademarks of and © Turner Entertainment Co.
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