Joy Ride Speaks
Posted by Sketch at 9/4/2003 9:16 PM PDT
As we mentioned last week, the first wave of Halo figures from Joy Ride have been making their way into stores across the country. Today, it's official. Joy Ride has issued the following press release announcing the availability of the new figures. It's not really anything new for regulars of but it does feature some exciting marketing-speak and quotes from Joy Ride themselves.



Bolingbrook, IL (SEPTEMBER 4, 2003)—Based on the hugely popular Xbox® sci-fi action-adventure game “Halo®” developed by Bungie, the first wave of three collectible figures by JoyRide Studios, a brand of RC2 (NASDAQ: RCRC), is here and available at retail now.

“These are some of the most highly anticipated collectible figures ever,” said Scott Corley, Managing Director of the Figure Team for JoyRide Studios. “The initial demand exceeded our product run, and only a limited number of figures will be produced before we move on to the assortment that’s coming out in November. The bottom line is, this collection is going to go fast.”

JoyRide Studios holds the exclusive license to produce these spectacularly detailed figures and is the first to bring a third dimension to characters from Halo, one of the top-selling video game titles ever released. The collection includes the Master Chief, the Warthog Light Reconnaissance Vehicle, and the AI construct, Cortana™. Suggested retail prices are $14.99 to $17.99.

The 1:12 scale Master Chief has more than 18 points of articulation, a reflective helmet visor, and an arsenal of three weapons. The 1:24 scale Warthog has working suspension, a rotating/pivoting machine gun, and comes complete with three figures—a mini-Master Chief and two marines. Finally, the translucent 1:12 scale Cortana comes on a lighted base, creating a glowing hologram effect.

A special promotion of Halo figures is planned for the October 2003 issue of GamePro magazine. Additionally, select retail outlets are offering the 3” Master Chief with assault rifle as a special bonus for customers who pre-order the video game Halo for Windows®, which will be released in September.

“Gamers have been waiting for these figures for months,” Corley said. “We’re looking forward to delivering high-quality collectibles to fans of the Halo universe.”

About RC2
RC2 ( is a leading producer and marketer of high quality collectibles, toys and hobby products targeted at adult collectors, parents and children. The company's diverse product offerings include: traditional children's toys; agricultural, construction and outdoor sports vehicle replicas; automotive, high performance and racing vehicle replicas; sports trading cards, racing apparel and souvenirs; and collectible figures. These products are sold under the Company's market-focused brand names, including Racing Champions®, Ertl®, Ertl Collectibles®, Learning CurveSM, American Muscle™, AMT®, W. Britain®, Press Pass®, Eden®, Feltkids® and JoyRide Studios™. RC2 builds consumer loyalty by fulfilling the passions of targeted consumers with its branded products that encourage repeat purchases and are fun to own and use. The Company's goal is to achieve leadership in targeted markets worldwide by acting on significant consumer trends, continuously applying innovation and developing consumer preferred brands and products distributed through multiple channels. These channels include chain retailers, specialty and hobby wholesalers and retailers, OEM dealers, corporate accounts for promotional purposes and direct to consumers. The Company sells through more than 20,000 retail outlets located primarily in North America, Europe, and Asia Pacific.

About Bungie
Bungie was founded in 1991 with two goals: to develop games that combine brilliant technology, beautiful art, intelligent stories and deep gameplay, and then sell enough of those games to achieve the real goal of total world domination. Over the last 10 years it produced games like the Marathon Trilogy and the first two Myth games, hailed as classics by critics and gamers around the world. "Halo: Combat Evolved," its latest game, has achieved phenomenal success on the Xbox video game system from Microsoft. More information on Bungie can be found at

About Microsoft Game Studios
Microsoft Game Studios is a leading worldwide publisher and developer of games for the Windows PC gaming, Xbox video game system and online platforms. Comprising a network of top developers, Microsoft Game Studios is committed to creating innovative and diverse game portfolios for the PC (, including such franchises as Age of Empires®, Flight Simulator and Zoo Tycoon™; the Xbox video game system(, including such franchises as Halo, Project Gotham Racing® and NFL Fever; and (, the official games channel for the MSN® network and home to such hits as Bejeweled and OutSmart™.

Microsoft, Age of Empires, Bungie, Cortana, Halo, MSN, OutSmart, Project Gotham Racing, Windows, Xbox, and Zoo Tycoon are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.

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