Eidos Announces Promotional Campaign for Lego Star Wars Video Game  5/11/05

Eidos Announces Force-Wielding Promotional Campaign for LEGO Star Wars: The Video Game in North America

Eidos Supports Hot Selling LEGO Star Wars Title With TV and Retail Marketing Effort of Galactic Proportions!

SAN FRANCISCO, California May 11 /PRNewswire-FirstCall/ -- Eidos Inc. (Nasdaq: EIDSY), in partnership with Giant Interactive Entertainment, Lucas Arts, and LEGO, celebrate the success of LEGO Star Wars: The Video Game through a multidimensional Marketing effort that both entertains and rewards Star Wars, LEGO, and video game fans of all ages across North America. Eidos Inc. has shipped almost 700,000 units of LEGO Star Wars: The Video Game to North American retailers in just its first month of release, and plan to positively impact future sales through several fantastic promotions.

"The LEGO and Star Wars brands have millions of fans spanning all ages. Eidos has put together an integrated TV, retail, print and on-line campaign that offers both extensive reach and frequency", says Paul Baldwin, Vice President of Marketing Communications. "This campaign is targeted at Lego and Star Wars fans everywhere. You will not be able to turn on your TV or walk into a store without seeing the product advertised."

Eidos is running two TV spots for LEGO Star Wars: The Video Game on child friendly networks including Fox, ABC Family, Nickelodeon, Cartoon Network, Toon Disney, and WB Kids. The TV spots, aptly named "Prophecy" and "Galaxy," are action packed sequences of LEGO Star Wars characters showing off their special in-game abilities. Both TV spots are backed by original Star Wars movie music, also featured throughout the game.

LEGO Star Wars: The Video Game is also supported by an intensive push at major retailers. At Target, buyers will receive a movie ticket to see Episode III: Revenge of the Sith in theatres May 2005 with a game purchase. Walmart customers will receive a free Darth Vader LEGO minifigure magnet with purchase of LEGO Star Wars: The Video Game for PC. Additionally, Toys 'R' Us consumers will receive a free Yoda LEGO minifigure magnet when purchasing LEGO Star Wars: The Video Game for Gameboy Advance. Other retailers involved include Best Buy, Gamestop, and EB Games.

Also expect to see print ads for LEGO Star Wars: The Video Game in such family magazines as Disney Adventures and Nickelodeon Magazine as well as an online ad campaign at various gaming and Star Wars enthusiast sites.

Since the North American launch of LEGO Star Wars: The Video Game in early April 2005, Eidos has seen very successful sales of the game which released on PlayStation(R)2 computer entertainment system, Xbox(R) video game system from Microsoft, the Windows PC, and Game Boy(R) Advance. This LEGO based Star Wars game lets players experience the most memorable scenes from Star Wars Episode I: The Phantom Menace, Episode II: Attack of the Clones, and the soon to be released Episode III: Revenge of the Sith. The game is available for an MSRP of $29.99 for PC and Game Boy Advance and $39.99 for PlayStation(R)2 and Xbox. The PC version is compatible with Windows XP/2000 and requires a Pentium III 1 GHz or equivalent processor.

About Eidos

Eidos plc is one of the world's leading publishers and developers of entertainment software with a diverse mix of titles for the PC, PlayStation(R)2 computer entertainment system, Nintendo GameCube(TM) and the Xbox(TM) video game system from Microsoft. For more information on Eidos and its products visit www.eidos.com.

About Xbox

Xbox ( http://www.xbox.com ) is the video game system from Microsoft that brings people together for the most exhilarating game and entertainment experiences. Xbox delivers an expansive collection of breakthrough games, powerful hardware and the unified Xbox Live online service. The new tagline, "it's good to play together," captures the spirit of Xbox as the social hub of the new digital entertainment lifestyle. Xbox is now available in North America, Asia, Europe and Australia.

NOTE: "PlayStation" and the "PS" Family logo are registered trademarks of Sony Computer Entertainment Inc.

Xbox is a registered trademark of Microsoft Corporation in the United States and/or other countries. 

SOURCE Eidos plc

-0- 05/11/2005