BKFK Launches the "Sports Evolution Challenge" with $10,000 Grand Prize

Youth innovation harnessed and enabled on newly upgraded teen creativity website

STAMFORD, CT - October 10, 2007 - By Kids For Kids (BKFK) and Newell Rubbermaid (NYSE: NWL) today announced the "Sports Evolution Challenge" competition, designed to uncover what could be the next hot new trend in sporting goods and fitness. With an unprecedented $10,000 grand prize, the "Sports Evolution Challenge" runs alongside three other youth innovation and invention competitions, enabled by the new BKFK.com website (www.bkfk.com) and designed to utilize the website's key tools like the "Idea Locker™."

Did you know that some of the most well known and commonly used sports and sporting goods were created by teenagers? For example, Water-Skis were created by an 18 year old; the Frisbee was created by a 17 year old; and the trampoline was invented by an 18 year old! In the rich history of teen inventiveness - BKFK wants to discover the hottest new sports/fitness trends created by American teens.

The "Sports Evolution Challenge" seeks innovative new ideas in the areas of Sports Apparel/Accessories, Boards (snow/water/skate), Cycling, Fitness/Weights, Water/Aquatic, Field and Extreme Sports.

All entries must be received no later than December 31st, 2007 - submitted online via the BKFK website at www.bkfk.com. All youth under the age of 19 are eligible to participate. The Grand Prize Winner of the Sports Evolution Challenge will receive a $10,000 prize, as well as a personal "Connection to reality." The lucky winner of the Sports Evolution Challenge will have the opportunity to shadow an ESPN broadcaster for a day during a live sporting event!

"Sport and fitness bring all sorts of people together, and we anticipate that this competition will bring together the best of America’s creative youth," commented BKFK Founder and CEO Norman Goldstein, "With the new BKFK website, we're making the creative process easier and more accessible with the latest technology. This is where teens can harness the passion they have for sports and combine it with their imagination."

"At Newell Rubbermaid, we are passionate about ensuring our brands deliver innovative products that meet the needs of people around the world, said Nat Milburn, VP External Business Development. "BKFK's innovation challenges offer young inventors a fun platform for developing their ideas while also educating them about the process of bringing them to market. We are excited to be part of BKFK's creativity competitions that embody our values of education and innovation, and we wish all the contestants the best of luck!"

In addition to the Sports Evolution Challenge, BKFK is also launching 3 other innovation competitions on October 1st. The Digital Arts Challenge, The Signature Style Challenge and the Going Green Challenge, which are all tailored to the website's four general creativity categories - 'Say It', 'Design It', 'Build It' and 'Change It.' These categories are based on interests expressed to BKFK by teen users. BKFK will launch four invention competitions each quarter- with a total of $160,000 in prize money. Further information on all competitions can be found on BKFK.com.

About Idea Locker™

The Idea Locker™, powered by BKFK, is a private online space where teens can create, develop, store and share their ideas. Partially adopting the social networking style now familiar to the target age group, users will be able to add friends, chat, share ideas and provide ratings and feedback on ideas that others have decided to share through their Idea Locker™.

This secure personal locker can hold as many ideas as the user can dream up. The Idea LockerTM also includes a mechanism for uploading files such as text, images, audio and video.

BKFK has refined its process over years of experience to accept ideas online in a safe and secure manner. The new Idea Locker™ employs a number of tactics to educate the users about Intellectual Property and protecting their rights while developing their innovations. Minors who wish to share their ideas must receive parental approval to do so. The Idea Locker™ then allows teens to adjust the levels of privacy on ideas in their locker to private, semi-private or public.

About By Kids For Kids Co.

By Kids For Kids Co., 'BKFK' is a closely held corporation based in Stamford, Conn., is the leading global marketing, branding and licensing company dedicated to making teens' ideas a reality. Having produced numerous successful invention competitions, BKFK is finely attuned to what teens want. Their mission is to inspire, motivate and stimulate the innovative spirit within all young people. In addition to providing free support and educational resources to the world's youth, BKFK provides entrepreneurial experiences for young inventors and supports the entire ideation through commercialization process. Learn more: www.bkfk.com

About Newell Rubbermaid

Newell Rubbermaid Inc. is a global marketer of consumer and commercial products with sales of approximately $6 billion and a strong portfolio of brands, including Sharpie(R), Paper Mate(R), DYMO(R), EXPO(R), Waterman(R), Parker(R), Rolodex(R), IRWIN(R), LENOX(R), BernzOmatic(R), Rubbermaid(R), Graco(R), Calphalon(R) and Goody(R). The company is headquartered in Atlanta, Ga., and has approximately 23,500 employees worldwide.

Media Contact

Lon Haber
Public Relations Coordinator
By Kids for Kids
Tel: (323) 620-1675
Email: lon@lonhaber.com
www.bkfk.com