``Haystack Toys is a company focused on a unique business approach in the toy industry. The creative ideas and abilities we have to bring the best toys to market is highlighted in our commitment to attract the most experienced and hungry experts within the industry,'' says Dan Lauer, President of Haystack Toys.

Ryan Slate joins Haystack Toys as Vice President of Marketing and Preliminary Design. His responsibilities include the delivery of the Haystack Toys promise to provide high quality, authentic and innovative toys of excellence -- ``needles in the haystack'' -- to consumers. As the Vice President of Marketing for Girls Toys/Electronics at Playmates Toys Inc., Slate was responsible for growing the Amazing Amy doll, the most technologically complex doll of its time, to the #1 doll position in 1998, achieving a projected $35 million in sales during 1999. In three years, Ryan took the girls-toys category at Playmates from $12 million to $60 million. Ryan's history includes a tenure at Mattel Toys where he managed the Polly Pocket Brand -- named the #2 Girls Toy Brand in the world, the #1 Small Doll Brand, the second most profitable brand at Mattel.

In addition, Haystack Toys has appointed Keith Kimsey as Vice President of Sourcing, where he is responsible for quality control, scheduling and production budgets.

Kimsey's extensive toy industry sourcing experience includes work with WHAM-O, where he developed more than 50 new SKUs from conception to first shipment within a five-month period, sourcing more than $60 million in product. Additionally, Kimsey worked for the Disney Corporation in their Sourcing Organization where he identified and selected manufacturers for the production of the $100 million Disney character plush line. At Equity Marketing he sourced and produced more than $80 million in licensed promotional toys distributed to Burger King restaurants. He also served at Mattel Toys, managing the development and manufacturing of infant and preschool products.

Haystack Toys is the brainchild of toy inventor and entrepreneur Dan Lauer, whose experience as a toy inventor and inventors' agent positioned him to recognize a unique opportunity in the marketplace. He launched his company based on his philosophy that the best toys never make it to market for all the wrong reasons -- because larger companies focus on entertainment licensing, hot technology, price points and brand extensions. Lauer's response to the state of the industry resulted in his co-founding of Haystack Toys in May 1999, to discover and deliver innovative toys of high quality and high design through a unique process called the Great American Toys Hunt. The Hunt is an annual multi-city tour designed to find ``needles in the haystack'' toys. In 1999, more than 700 inventors were invited to ``play'' on the Hunt's seven-city tour. Five of their toys were chosen and will make up the Haystack toy line that will be available in the Fall 2000.

Haystack Toys is a fully integrated e-business taking a revolutionary approach to the generation, distribution and branding of toys for children three to six. The St. Louis-based company will sell its toys through its e-store at www.haystacktoys.com and through like-minded retail partners nationwide later this year.

[Updated 3/06/2000]