Sony Computer Entertainment America and Hershey Foods Corporation Team-Up For a Tantalizing Halloween Promotion

Sony Computer Entertainment America announced today details of a partnership with Hershey Foods Corporation timed to coincide with the busy Halloween candy selling season. Beginning September 15 and running through October 31, consumers can mail in four proof-of-purchase labels from various Hershey's products and receive free strategy tip cards for PlayStation® exclusive titles "Spyro: Year of the Dragon™" and "MediEvil®II," and two different $5.00 coupons for use in purchasing one of six PlayStation game titles. Hershey's products featured in this special promotion are snack-size bags of "Hershey's" milk chocolate bars, "York" Peppermint Patties, "Reese's" peanut butter cups, "Almond Joy" candy bars and "Kit Kat" wafer bars in 8.75 oz. or larger packages.

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More than 50,000 point-of-sale pieces, including header cards and tear pads detailing the Halloween-themed promotion, will be provided for all retailers to use as point-of-purchase displays. This special promotion will be available at approximately 35,000 retail locations including mass merchandisers, drug, discount, grocery and club stores. In support of the promotion, a national FSI featuring the free PlayStation tip card offer and a separate Hershey's savings offer will be distributed in Sunday newspapers on October 8, reaching 53 million people.

"Combining the strengths of a leader in innovation with those of a leader in tradition, coupled with patterns of seasonal consumption highs, this cross-promotional effort promises to appeal to consumers of all ages," said Sharon Shapiro, director, promotions Sony Computer Entertainment America Inc. "We are excited about partnering with one of America's most respected companies and are confident that consumers will share our enthusiasm."

"The Hershey's brand is synonymous with quality chocolates and has always been an integral part of Halloween by offering a wide variety of delicious chocolates in snack-size packaging," said Eric Snyder, Associate Brands Manager, Hershey Foods Corporation. "In joining forces with Sony Computer Entertainment America's PlayStation brand, we're able to further enhance our offering to consumers with entertainment the entire family can enjoy."

The partnership unites two internationally recognized brands and transcends the boundaries of traditional cross-promotional efforts. Utilizing the companies most popular properties, both Sony Computer Entertainment America and Hershey Foods Corporation have combined efforts to maximize exposure to an ever-growing consumer base. With a PlayStation in more than one in every four U.S. homes and Hershey's products sold in nearly every retail outlet during the months of September and October, the joint effort offers both organizations high-profile retail exposure.

Details of the promotion will be available on the Hershey Web site at http://www.hersheys.com/ via a full-page visual and starting in mid-September will feature the 'MediEvil' Tip of the Week." Hershey's Web site will also include a link to the Sony Computer Entertainment America Web site at http://www.playstation.com/.

Tip cards will provide access to a hint line that will offer consumers advice for navigating through "MediEvil II," the challenging sequel to the gothic 1998 hit, "MediEvil™." The game's undead anti-hero Sir Daniel Fortesque is awakened once again from his peaceful eternal slumber to fight foul demons and evil villains in a twisted gothic version of Victorian London. The game is now available at retailers nationwide.

Also featured on the tip card is "Spyro: Year of the Dragon." Incorporating all new gameplay elements, this third installment of the wildly popular "Spyro the Dragon" series delivers an exciting, family-friendly game for all ages. Spyro and Sparx are presented with the challenge of defeating the evil Sorceress who has kidnapped all the dragon eggs from the Dragon World. Spyro needs to rescue as many dragon eggs as possible, then watch the baby dragons hatch and wing their way back to the Dragon World. The game will be available at retailers nationwide in October.

Hershey Foods Corporation is the leading North American manufacturer of quality chocolate and non-chocolate confectionery and chocolate-related grocery products and has a variety of international operations.

Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® game console and the upcoming PlayStation®2 computer entertainment system. The PlayStation 2 computer entertainment system is set to revolutionize the home entertainment market, offering the most compelling interactive content and the capability to be used as a network terminal in the coming broadband era.

Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation game console and develops, publishes, markets and distributes software for the PlayStation game console and the upcoming PlayStation 2 computer entertainment system for the North American market. Based in Foster City, Calif., Sony Computer Entertainment America Inc. serves as headquarters for all North American operations and is a wholly-owned subsidiary of Sony Computer Entertainment Inc.

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SOURCE: Sony Computer Entertainment America Inc.

Contact: Stephanie Iwamasa of Sony Computer Entertainment America, Inc.,
650-655-6083, or stephanie_iwamasa@playstation.sony.com; or Judy Hogarth of
Hershey Foods Corporation, 717-534-7216, or jhogarth@hersheys.com

Website: http://www.hersheys.com/

Website: http://www.playstation.com/