LearningCurve.com and WhatToExpect.com Launch the New 'Playroom' With Expanded Content, Community and Tools

Tuesday, August 14, 2007 General News
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OAK BROOK, Ill., and NEW YORK, Aug. 13 RC2'sLearning Curve(TM) Brand (http://www.learningcurve.com) and WhatToExpect.com(http://www.whattoexpect.com) today jointly announced the launch of the newLearning Curve Playroom, a resource dedicated to helping parents betterunderstand infant and early child development. WhatToExpect.com is publishedby Waterfront Media.

The new Learning Curve Playroom can be accessed athttp://www.WhatToExpect.com/playroom. The Playroom features original,play-focused content, fun activities, and interactive features including newmessage boards on family fun, videos, games & activities for infants andtoddlers, as well as new play-related "Ask Heidi" (Heidi Murkoff is the authorof the best selling What to Expect When You're Expecting book series) andother playtime tips, polls and ongoing contests and promotions with prizesfrom Learning Curve.

"Our customer research at Learning Curve found there's an unmet need forparents to have an easy to use, centralized resource that can help deliver newopportunities for incorporating play into infant and early child developmentalstages," says Paul Kallis, Vice President of Digital Media, "Positioning thisresource online where parents are actively researching new and expandeddevelopmental techniques and products, and partnering with a prominent onlinepresence like WhatToExpect.com, is a great opportunity to connect with theseparents."

"What To Expect has long been the leading brand in the pregnancy andparenting space and since the launch of WhatToExpect.com in early 2007, wehave seen a 240% surge in traffic, making WhatToExpect.com, the fastestgrowing pregnancy and parenting site." said Waterfont Media CEO Ben Wolin."The Learning Curve Playroom is an important new offering for our users, whowant to stay with the brand once pregnancy is over and their information needsshift to the issues that matter most to toddlers -- and play is at the top ofthat list!"

The What To Expect Book series has been the expecting mom's "most used"resource for the past 20 years and is read by 93% of all expecting moms whoread a pregnancy book. Current Media Metrix findings gauge theWhatToExpect.com web site to be the fastest growing parenting and pregnancysite, reaching over 1/3 of all first time expecting moms.

About Learning Curve Brands, Inc.

Learning Curve Brands, Inc. (http://www.learningcurve.com) is a whollyowned subsidiary of RC2 Corporation (Nasdaq: RCRC, http://www.rc2.com) and isa leading designer, producer and marketer of innovative, high-quality toys,collectibles, and infant products that are targeted to consumers of all ages.Learning Curve Brands, Inc. markets its infant, toddler and preschool productsunder its Learning Curve(R) family of brands which includes The First Years(R)by Learning Curve and Lamaze brands as well as popular and classic licensedproperties such as Thomas & Friends, Bob the Builder, Winnie the Pooh, JohnDeere, Nickelodeon and Sesame Street. The Company's youth and adult productsare marketed under the Johnny Lightning(R) (http://www.johnnylightning.com)and Ertl(R), (http://www.ertl.com) brands. Learning Curve Brands, Inc. reachesits target consumers through multiple channels of distribution supporting morethan 25,000 retail outlets throughout North America, Europe, Australia, andAsia Pacific.

About WhatToExpect.com and Waterfront Media

WhatToExpect.com, published by Waterfront Media, is the online companionto Heidi Murkoff's bestselling series of What To Expect pregnancy andparenting books. The series has helped guide over 27 million families fromconception through the toddler years and beyond. According to USA Today, thispregnancy book, known as the "Bible" to moms across the world, is bought by 93percent of all expecting mothers who buy a guide. Waterfront Media, thepremier online publisher of America's self-help experts, is the


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