Scion and Gaia Online Unveil New Virtual Rides for Millions of Teens

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600,000+ Virtual Scions Customized by Teens in Leading Online Hangout

Gaia Online, the leading online hangout for teens, and Scion today announced that their joint partnership to enable Gaia members to buy and customize virtual versions of Scion cars is expanding with the introduction of two new models - the Scion tC and Scion xD. In 2007, teens acquired more than 612,000 virtual Scion xBs and customized their cars with options such as rims, paint, decals, underbody lights, spoilers and more.

With the tC and xD, the nearly 3 million teens who visit Gaia Online every month will be able to flaunt their personalized cars at drag races, where they can hang out and race for Gaia Gold -- and community respect. To reward users who raced their customized Scions last year in millions of virtual drag races, the rally space will be made over with a cool new look and offer fun new features.

"Teens spend hours each day on Gaia Online because there are endless ways to have fun and express themselves. Customizing Scions has been a popular way to do both," said Craig Sherman, CEO, Gaia Online. "Teens love cars. The Scion program has allowed teens to have their own cars, race each other, and show them off to their friends. Ads can sometimes distract users from a product experience. Here, Scion's involvement made the Gaia Online experience richer and more entertaining.."

As part of the new initiative, Gaia Online and Scion are holding a user contest to create new virtual Scion accessories. The winning design, to be announced on March 6, will be added to the large selection of custom items for Scions. In the first year, customized Scion accessories have proven to be a hot commodity in Gaia's virtual items marketplace where enterprising users can buy, sell or trade items to get rich in Gaia Gold.

"Gaia members are young, creative and open to new ideas and experiences, while exploring their own style - a perfect match for the Scion brand," said Adrian Si, Scion interactive marketing manager. "126,000 Gaians are so engaged with our brand they've added Scions to their forum signatures. We look forward to seeing their passion when they create fun new Scion accessories."

Gaia Online is a social environment where teens come to hangout, make friends, have fun and express their individuality through customizable avatars, cars and homes; casual games; arenas for creative writing and artwork; discussion forums on thousands of topics; and virtual spaces such as movie theaters, drag races and towns.

The Gaia community boasts nearly 3 million unique users per month and is growing rapidly, with members spending an average of more than one hour on the site per day. Gaia's forums have exceeded a billion postings with a million new posts being added each day, and the Gaia economy sees upwards of 100,000 transactions per day.

About Gaia Online
Founded in 2003, Gaia Online is the leading teen hangout on the web. Millions of teens come to Gaia every month to make friends, play games, watch movies in Gaia Cinemas, Gaia's virtual theaters, and participate in the world's most active online community. Gaia provides a fun, social environment that inspires individuality and creativity. With everything from art contests to discussion forums on poetry, politics, celebrities and more, to fully customizable profiles, digital characters and cars, Gaia is a place where teens can create their own space and express their individual style. For more information, visit

About Scion
Scion is the newest line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc. Developed with a new generation of youthful buyers in mind, Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models. The xD is an urban subcompact five-door, featuring a muscular stance and accentuated wheel flares. The xB, an urban utility vehicle with an iconic shape, combines remarkable interior space with aggressive style. And the tC sports coupe surprises the buyer with the convenience of a hatchback and the luxury of a standard all-glass panorama moonroof, complementing the usual wide array of features on all Scions. For more information, visit

Gaia Online is a trademark of Gaia Interactive, Inc. in the United States and other countries.

For More Information:
Asa Fenton
Bite Communications for Gaia Online
(415) 365-0482

Allison Takahashi
Scion Public Relations
(310) 468-5315


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