Actress Emmy Rossum to Act as Official Spokesperson of PiNKiTUDE, New Cause Marketing Initiative Inspired by MGM’s Pink Panther, Benefits Susan G. Komen for the Cure(R)

2008-08-13 15:44:00

    LOS ANGELES, Aug. 13 /EMWNews/ -- Things are getting even rosier for

MGM Consumer Products' new cause-related marketing initiative, PiNKiTUDE,

with the announcement that actress Emmy Rossum has signed on as PiNKiTUDE's

official spokesperson. The Golden Globe-nominated actress, who stars as

Bulma in the upcoming feature film "Dragonball," and who has starred in

"Mystic River" (as Sean Penn's daughter), "The Phantom of the Opera" (as

Christine) and "The Day after Tomorrow" (as Jennifer Ramsey), will assist

MGM Consumer Products and Susan G. Komen for the Cure in sharing life

saving breast health messages with young women everywhere through the

PiNKiTUDE campaign. A minimum of 5% of the sales of the modern fashion line

targeting teen and young adult women will be donated to Susan G. Komen for

the Cure(R), the global leader in the breast cancer movement.



    PiNKiTUDE will kick off with a series of events, starting with an

invitation-only reception hosted by Ms. Rossum and featuring celebrity

deejays Spinderella (of Salt 'n' Pepa) and Sean Patrick this month. Also on

tap, is launch of the first PiNKiTUDE "Pop Up Store" which will open on

Saturday, August 16th at 1p.m. The public is invited to this event, which

will be held at Xin Boutique, 8064 Melrose Ave. in Los Angeles.

    "As a young woman whose family has personally been affected by breast

cancer, I am grateful for the opportunity to help raise awareness of this

disease by sharing my 'PiNKiTUDE' with young women everywhere," said Emmy

Rossum. "I hope to inspire women like myself to practice breast

self-awareness and to encourage them to live a healthy lifestyle. I am

proud to support Susan G. Komen for the Cure and their promise to end

breast cancer forever."

    The PiNKiTUDE brand initiative is devised to educate young women and

teens on the importance of breast self-awareness, early detection and

treatment of breast cancer while also stressing the importance of a healthy

lifestyle. Leveraging the strength of MGM's media assets and corporate

relationships to reach consumers on-air, online, at retail, and through

their favorite media, proceeds from the retail merchandise and events will

raise critical funds for Komen for the Cure's ongoing research and

community outreach campaigns.

    The PiNKiTUDE fashion brand is a bold approach to life inspired by

MGM's beloved and iconic Pink Panther. Encouraging women to live life

completely; take care of their mind, body and spirit and trust in their own

identity. The PiNKiTUDE initiative starts now and will culminate in

October, which is National Breast Cancer Awareness Month.

    About Susan G. Komen for the Cure(R)

    Nancy G. Brinker promised her dying sister, Susan G. Komen, she would

do everything in her power to end breast cancer forever. In 1982 that

promise became Susan G. Komen for the Cure and launched the global breast

cancer movement. Thanks to events like the Komen Race for the Cure, we have

invested more than $1 billion to fulfill our promise, becoming the largest

source of nonprofit funds dedicated to the fight against breast cancer in

the world. For more information about Susan G. Komen for the Cure, breast

health or breast cancer, visit or call 1-877 GO KOMEN.

    About XIN

    Issho, in Japanese, means 'together,' and appropriately represents the

collaborative effort of designer partners Neely Shearer & Gordon Morikawa,

who together opened XIN Boutique, the Melrose Avenue boutique that houses

their fun designs for dresses, separates and jewelry as well as those of

other independent designers. Rated one of the ten best boutiques in the

city, XIN and its Issho fashions have captured the infatuation of

Hollywood's young celebrities.

    About MGM

    Metro-Goldwyn-Mayer Inc., through its operating subsidiaries, is

actively engaged in the worldwide production and distribution of motion

pictures, television programming, home video, interactive media, music and

licensed merchandise. The company owns the world's largest library of

modern films, comprising around 4,100 titles. Operating units include

Metro-Goldwyn-Mayer Studios Inc., Metro-Goldwyn-Mayer Pictures Inc., United

Artists Films Inc., Ventanazul, MGM Television Entertainment Inc., MGM

Networks Inc., MGM Domestic Networks LLC, MGM Distribution Co, MGM

International Television Distribution Inc., Metro-Goldwyn-Mayer Home

Entertainment LLC, MGM ON STAGE, MGM Music, MGM Worldwide Digital Media,

MGM Consumer Products and MGM Interactive.

    In addition, MGM has ownership interests in international TV channels

reaching nearly 120 countries. MGM ownership is as follows: Providence

Equity Partners (29%), TPG (21%), Sony Corporation of America (20%),

Comcast (20%), DLJ Merchant Banking Partners (7%) and Quadrangle Group

(3%). For more information, visit

CONTACT: Jeff Pryor Executive Vice President/Corporate Communications Metro-Goldwyn-Mayer Inc. [email protected]; o. 310-449-3446

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