COLORADO SPRINGS, Colo. (July 8, 2004) - SOTA Toys, one of the most dynamic, fastest-growing, and critically-acclaimed action figure and collectibles companies in America, specializing in the design, creation, and distribution of figures based on famous entertainment industry properties from film, TV, video games, and the music industry, as well as celebrities, sports figures and other notable personalities, has entered the thrilling world of bull riding with the announcement of a multi-year toy licensing agreement with the Professional Bull Riders, Inc. (PBR), an organization bringing "The Toughest Sport on Dirt" to a growing international audience. Jerry Macaluso, president/founder, SOTA Toys, made the announcement.

The newly signed licensing agreement will entitle SOTA Toys to manufacture action figures based on the popular bulls and bull riders from the 2004 PBR tour. The first toys to enter the marketplace next spring will be figures with bulls based on the hottest bull riders in America, including Adriano Moraes riding "Hotel California," Justin McBride riding "Mudslinger," and PBR Founder Michael Gaffney riding one of the most popular bulls in America today, "Little Yellow Jacket."

Said PBR's Chief Operating Officer Sean Gleason, "Developing yet another unique relationship within the PBR's licensing program is tremendously gratifying and illustrates the phenomenal growth that this facet of the PBR's business has experienced in just the past few years. SOTA Toys and the PBR are excited to offer an innovative product line to the toy category."

The new bull and bull rider figures are planned to be released by SOTA Toys during Spring 2005. Says Mr. Macaluso, "Our first series of figures will give fans of all ages a chance to finally decide... will it be the bull or the rider who wins!"

ABOUT PBR, INC.:

Over 100 million viewers tune in each year to the PBR on NBC, OLN, and in Spanish on Telemundo. With over 450 hours of prime time programming annually PBR ranks among the most prolific sports on air, in addition to attracting over one million live event attendees each year with its multi-tiered event structure which includes the marquee Built Ford Tough Series presented by Wrangler, the U.S. Smokeless Tobacco Company Challenger Tour, and the Humps N Horns Tour, designed specifically for entry level contestants. The PBR's governing board of directors is comprised of renowned bull riders who have developed the event into a stand alone sport which is experiencing unprecedented growth in global popularity. The PBR is headquartered in Colorado Springs, Colo., and has over 600 athletes competing in more than 100 PBR sanctioned competitions.

ABOUT SOTA TOYS:

Founded in 1997, SOTA Toys, Inc., is based in Van Nuys, CA. The company designs, creates, produces, and markets novelty products and action figures, based on well-known entertainers and celebrities. Founder Jerry Macaluso, a veteran toy designer, has had many years of experience in this business, having previously created and designed toys, action figures, and other products based on such well-known properties as "Star Trek," "Aliens," "Predator," "Spiderman," "Power Rangers," "Resident Evil," Playboy, Bruce Lee, and hundreds more. For more information visit http://www.sotatoys.com.