Northridge, CA - What Kids Want, a toy industry leader known for creating inventive new seasonal product categories, announces its partnership with Signature Brands, LLC for development of PAAS® - branded Easter basket stuffers for 2005.

PAAS® is the world's leading Easter egg decorating brand, and will celebrate125 years as the brand most synonymous with egg decorating activities in 2005. Further enhancing this unparalleled brand equity will be an innovative line of PAAS® novelties and basket stuffers from What Kids Want. Designed for merchandising in conjunction with PAAS® coloring kits, PAAS® basket stuffers will include wind-ups, jacks/balls, yo-yos, parachuters, squishies (sculpted foam balls) and much more, all depicting classic PAAS characters and icons.

"PAAS® novelties and basket stuffers represent a natural extension of the brand's heritage as the leader in Easter activities, said Dave Schwartz, Senior V.P., Marketing, with What Kids Want. "Working closely with Signature Brands, we will create a cohesive PAAS ® branded with the two product categories, stuffers and kits, that are the foundation for Easter seasonal merchandise."

The entire range of PAAS® products from What Kids Want will be presented to N. American retailers during upcoming '05 Easter seasonal account previews over the next few weeks.

What Kids Want is based in Northridge, CA, with offices and showrooms in New York City and Hong Kong. Owned and operated by Jordan and Steven Kort, the company is committed to manufacturing and marketing the finest indoor/outdoor toys that underscore What Kids Want. For further information, contact Jamie Mendoza at 818-775-0375 or Jamie@whatkidswant.net.

Signature Brands, LLC is owned by McCormick & Company and Hero AG of Switzerland. Signature Brands, LLC manufactures innovative, quality dessert and egg decorating products which are marketed under the Betty Crocker ®, Cake Mate ® and Paas brands. The Betty Crocker brand is used under a licensing agreement with General Mills, Inc.