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Press Release - Liftoff!!

PLAYFAIR TOYS CELEBRATES SMART KIDS WITH HOURLY ROCKET LAUNCHES

Event Ends With Boulder's Largest and Grandest Ever Mentos and Soda Explosion

Boulder, CO - 21 Nov 2007 - PlayFair Toys is kicking off the holiday shopping season with a different sort of event than the normal Black Friday shopping lure. While the big box stores focus on capturing consumer wallets with deep discounts, PlayFair is "reinventing itself" with a new logo and a new look that focuses on science, play, being smart, and having fun. On Friday, November 23 2007, the store, located at 1690 28^th St. in Boulder, will launch a different rocket each hour in celebration of their new look and their new mascot, "Professor PlayFair." The grand finale of the event will be a "21-Soda Salute," being billed as "Boulder's largest and grandest ever Mentos and diet soda explosion," at 4 PM.

The focus on science and smarts is not out of the blue. The store's owner, Dr. Marilyn Walker, is a well known environmental scientist and former professor, and her goal with the store is to make play meaningful and to help children develop into responsible, educated citizens. "PlayFair started out as the nation's first non-violent, non-gender-based toy store, and it's fitting that we continue their tradition of helping parents find toys that go beyond media-based action figures," says Dr. Walker. "My experience is that children are little scientists. From the moment they are born, they are playing a game of, 'If I do X, what will happen next?' I keep reading things and seeing comments that kids are not interested in toys anymore. I am glad to hear that children are not that interested in many toys that are available, but that's only a question of certain toys. Even adults still like toys. The key is finding the right toys."

The celebration will feature a "rocket launch" every hour, all safe, fun, non-battery-operated rockets. Who doesn't love a great rocket launch? The "Grand Finale" will be a "21-Diet Soda Explosion," 21 lined up soda bottles that will create a series of 20-40 foot high geysers as Mentos candy is added to them one at a time. "Boring toys? I don't think so!" says Dr. Walker.

Following the rocket events and geyser explosion, there will be a book signing of High IQ Kids (Free Spirit Publishing 2007) at 5 PM. Authors Deborah Robson and Judy Fort Brenneman will be available to sign books and to answer questions about raising and educating profoundly gifted children.

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