BRISTOL, England, January 17 /PRNewswire/ -- Turn the fledgling family toy store into a toy business empire! That's the premise behind Toy Shop, an exciting new simulation for the Nintendo DS(TM) announced today by Majesco Entertainment Company (NASDAQ: COOL), an innovative provider of video games for the mass market. Developed by Gameinvest, Toy Shop puts players at the helm of a struggling toy shop where they'll need to create fun toys that sell while managing store inventory, customers and budget.

"The concept for this unique simulation is like Santa's workshop meets retail tycoon," said John Merchant, Marketing Manager, Majesco Europe. "Toy Shop combines creative toy-making with overall store management to give players insight into the challenging, yet rewarding, business of fun. We believe Toy Shop has the same type of appeal as successful casual games like Cooking Mama and Cake Mania."

In Toy Shop, players can choose their style of play-whether it's assuming full control of all aspects of the family toy business or just making toys to sell in the store. As the business grows, seasonal holidays will attract new customers that will in turn help the business grow and unlock additional store locations. A true hands-on management approach is the key to success as players use the stylus to make toys, adjust prices, manage merchandising and review customer habits that affect buying patterns. An unhappy customer just might spread the word and compromise your reputation so service is a critical component to the burgeoning business. Shop owners can create more than 30 toys for the store, including teddy bears, action figures and board games, and a tutorial helps future entrepreneurs learn the ropes of the business.

About Majesco Entertainment Company

Majesco Entertainment Company is a provider of video games for the mass market. Building on 20 years of operating history, the company is focused on developing and publishing a wide range of casual and family oriented video games on leading console and portable systems. Product highlights include Nancy Drew(TM), Cooking Mama(TM) and Zoo Hospital(TM) for the Nintendo DS(TM) and Cooking Mama: Cook Off for the Wii(TM) console. The company's shares are traded on the Nasdaq Stock Market under the symbol: COOL. Majesco is headquartered in Edison, NJ and has an international office in Bristol, UK. More information about Majesco can be found online at and

About Gameinvest

Gameinvest is a self-funded investor and developer of interactive entertainment products, from licensed titles to original IP. We are authorized developers for all the following platforms: Nintendo DS, Nintendo Wii, Xbox 360, PSP and PS3. The company was founded in 2006 and is working to become a powerhouse at the forefront of gaming innovation through a strategy centered on the creation of strong brands, in-house development and a vast distribution network. For more information please visit .

Contact: John Merchant Majesco Europe +44(0)117-373-6151,