BKFK and The Weather Channel Launch Akitas to Zebras (A2Z) Animal Challenge with $10,000 Grand Prize

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America's Youth Challenged to Create New Ideas to Protect Animals

A2Z Challenge

We have seen first-hand how young people have animal protection and welfare so close to their hearts and therefore we are very enthused about the many thoughtful and inspiring entries this competition will produce. We welcome this chance to be a part of a program that brings to light what a rich resource for a better tomorrow we have in the youth of today

By Kids for Kids (BKFK) and The Weather Channel today announced the Akitas to Zebras (A2Z) Animal Challenge, "A2Z Challenge" The A2Z Challenge asks America's young people to create solutions which protect the welfare of all animals, including ideas to save endangered species. The winning youth will receive a $10,000 grand prize, media acclaim, and the possibility to see their idea become a reality.

Examples of the passion young people feel for protecting animals were demonstrated by two of the teen "eco-ambassadors" selected to attend the Forecast Earth Summit staged by The Weather Channel last December. Initiatives undertaken by two of the teens were: a "road show" presentation for peers about the endangered status of Panda bears and a recycling fund-raiser to benefit a local zoo.

BKFK is committed to inspiring all youth to tap their creative potential in solving real world problems and finding new opportunities. The A2Z Animal Challenge focuses on a theme teens are passionate about. Over 63% of US households have a pet with an estimated $43 billion in spending for 2008. In households with children, over 70% have a pet (2007-2008 National Pet Owners Survey).

Youth entering the A2Z Challenge must address a specific animal welfare concern and describe how their invention or idea will help or improve the lives of animals. The competition spans the spectrum of animals from household pets to animals living in the wild.

All youth in the United States of America ages 19 and under are eligible to compete in the A2Z Challenge. They can enter as many times as they like. The contest period runs from April 1st, 2008 until 12:00PM EST on June 30, 2008. All entries must be received online at: http://www.bkfk.com/a2zchallenge . BKFK.com's exclusive social entrepreneurship platform, the "Idea Locker™", provides powerful online tools for idea generation and brainstorming, to support the creative process of this competition. A link to the site will be available on theweatherchannelkids.com, a Web site created by The Weather Channel to empower, inspire and amaze kids as they learn about weather and the environment.

In addition to the $10,000 Grand Prize, the winner will receive a 'Dream to Reality Prize Package/Trip'; which consists of: A 2-day/1-night trip for two (entrant & parent/legal guardian) to Washington D.C. to visit an animal/wildlife agency.

"We have seen first-hand how young people have animal protection and welfare so close to their hearts and therefore we are very enthused about the many thoughtful and inspiring entries this competition will produce.    We welcome this chance to be a part of a program that brings to light what a rich resource for a better tomorrow we have in the youth of today," said Shari Pace, vice president of licensing, The Weather Channel.

Norman Goldstein, Founder and CEO of BKFK, commented: "We are very excited to partner with The Weather Channel to challenge American Youth to create new ways to protect and save animals, particularly in natural disasters or other adverse conditions."

In addition to the A2Z Animal Challenge, BKFK is also launching three other national competitions on April 1st, 2008. The BKFK-CosmoGirl! Mind Your Own Business Challenge will reward the best Girl-created new business ideas, The Design Squad Trash To Treasure Competition challenges teens to create cool new stuff from discarded items, and the Advertise Your Cause Challenge seeks ideas from young people on creative new cause-related advertising and awareness campaigns. All four BKFK competitions launching April 1st will be hosted online at http://www.bkfk.com/competition and each offers a $10,000 Grand prize and "connections to reality."

About By Kids For Kids Co. (BKFK)
By Kids for Kids® (BKFK®) is a youth marketing and media company partnering with the worlds' leading corporations to provide a platform to foster, share, showcase, and commercialize youth innovation and entrepreneurship. Their mission is to inspire, motivate and stimulate the innovative spirit within all young people.

The closely held Stamford, CT-based corporation has been dedicated to making youth ideas a reality since 2003. Thru its website (http://www.bkfk.com) and its social community (Idea Locker™), online competitions, TV show (Think Big™), Magazine (Possible™), press, and education outreach the company engages youth in the US and around the world. BKFK® youth-created products are available nationally and serve as a testament to the power of youth innovation and social entrepreneurship.

More information about the company and its successes helping young innovators is available online at http://www.bkfk.com

About The Weather Channel
The Weather Channel®, the nation's leading provider of national, regional and local weather information and programming, is a 24-hour weather network which can be seen in over 96 million U.S. households. Its Web site, weather.com, reaches more than 35 million unique users per month and is consistently ranked #15 among all Web sites by Nielsen//NetRatings. The Weather Channel also operates The Weather Channel HD, Weatherscan® which is an all-local 24/7 cable network, The Weather Channel Radio Network, The Weather Channel Newspaper Services, and is the leading weather information provider for emerging technologies. The Weather Channel is owned by Landmark Communications, Inc., a Norfolk, VA-based, privately held media company.

Contacts:

For BKFK: John Forrester (323) 702-3684 media @ bkfk.com
For The Weather Channel: Connie Malko (770) 226-2180 CMalko @ weather.com

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John M. Forrester
BKFK
323-702-3684
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Connie Malko
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