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BETHLEHEM, Pa., March 2005 -- Just Born, Inc., makers of MARSHMALLOW PEEPS(R) brand candies, has developed a line of officially licensed PEEPS(R) brand merchandise available this Easter, responding to consumer requests and leveraging the brand's strength particularly as the Easter icon.

Matthew Pye, Director of Brands & Licensing, commented, "Our PEEPS(R) fans have been asking for PEEPS(R) brand merchandise products because they have such an emotional attachment to the brand. Our licensed products will provide additional meaningful experiences with the PEEPS(R) brand and our consumers. In addition to our existing Halloween, Christmas and Valentine's PEEPS(R), these licensed products provide another way for fans to continue their PEEPS(R) adoration year-round."

Just Born's licensed PEEPS(R) products will include an array of plush products including Squeeze Toys, Baskets, Purses, Backpack Clips and Pens. These products will be available at: Target, Shopko, Blockbuster, KayBee Toys, BJ's, CVS, Eckerd, Brooks, Walgreens, Longs, Fred Meyer, Meijer, Ahold stores, HE Butt, ShopRite, Kroger, Roundy's, Bashas', Mandees, Linens 'n Things, Dylans, Claire's, Limited Too, Carlton's Cards, Community, Kerr, Garden Ridge, Charming, Toys "R" Us, AAFES and Shoppers Drug.

There will be a line of PEEPS(R) Plush Waddlin' Peepin' Chick and Bunny Toys available through Avon USA & Canada.

PEEPS(R) Cosmetics - Lip Gloss and Lip Balm will be available at Target, Wal-Mart, Kmart, Claire's, Deals, Dots, Shopko, EJ Toys & Gifts and Magique Novelties.

The PEEPS(R) Marshmallow Maker introduced last Easter will be available at Wal-Mart.

PEEPS(R) Stationery - Notepad, Pen, Pad & Pen Set and Pencil & Eraser Set will be available at Target and Wal-Mart.

PEEPS(R) Hats and Visors will be available at CVS and Shopko.

PEEPS(R) Italian Gold Charms can be ordered at http://www.italiangoldcharms.com

PEEPS(R) Greeting Cards, Gift Wrap, Stickers, and Party Goods (plates, napkins) will be sold at Wal-Mart.

PEEPS(R) Decorative Light Sets will be offered at Target.

PEEPS(R) Socks will be available at Kohl's.

PEEPS(R) Cup, Straw and Socks will be available at Shoppers Drug Mart Canada.

Just Born

Just Born, Inc. is a privately owned company founded in 1923 and located in Bethlehem, PA. Just Born also makes MIKE AND IKE(R) chewy fruit flavored candies, HOT TAMALES(R) chewy cinnamon flavored candies, ZOURS(R) chewy sour candies, PEANUT CHEWS(R) candies, and TEENEE BEANEE(R) jellybeans. The company employs over 550 people and markets its candy in over 45 countries. For more information, fans can visit "http://marshmallowpeeps.com" or "http://justborn.com".