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July 18, 2006 > SanDisk's Lil' Monsta Goes On a Rampage in MP3 Land

SanDisk's Lil' Monsta Goes On a Rampage in MP3 Land

Milpitas, (BUSINESS WIRE) July 7_When SanDisk(R) Corporation (NASDAQ:SNDK) launched a viral "blogosphere" campaign last month called iDon't -- with a humorous take on conformity involving a certain ubiquitous digital audio player with white earbuds -- it triggered a worldwide debate. Some partisans cried "foul" while others hailed the effort for encouraging MP3 player alternatives and open music platforms.

An iDon't website ( depicted whimsical posters and tee-shirts with slogans such as iSheep, iFollow and iChimp. Some of the faithful "i" followers laughed along with the satire, while others took offense at the images.

Today the iSheep have been replaced by SanDisk's new mascot -- the Lil' Monsta. Users who click on the iDon't website now will see the ravenous creature leading viewers to its lair -- a new website that explains the features of SanDisk's Sansa(TM) digital media players. The Lil' Monsta devours all sorts of digital content -- including music, movies, videos and photos. And, with a seemingly insatiable appetite, it demands to be fed constantly.

Lil' Monsta, created by Grey San Francisco, SanDisk's advertising agency, will be running amok on its own website, looking for content to ingest. The Lil' Monsta website ( shows, in clever animations, the distinguishing Sansa features such as a larger color screen, voice recorder, FM radio, microSD(TM) expansion slot, durable rear metal casing and user-replaceable lithium-ion battery. Like the Lil' Monsta, Sansa owners can just keep feeding their devices.

Beyond the Internet, Lil' Monsta also will show up on future packaging for SanDisk's flash-memory-based Sansa players and on in-store displays. The Sansa e200 player is offered in capacities of from 2 gigabytes (GB) to 6 GB(a), with an additional 1GB possible from the largest available microSD card from SanDisk. That allows users to expand the amount of content they can store in their players and to easily swap out music between devices with microSD slots. Suggested retail prices for the Sansa e200 players range from $169.99 to $269.99.

Also, in contrast to a proprietary or closed system of selling music online -- in which songs can be played only on designated players -- the Sansa e200 supports an open platform, accepting the broadly-used MP3 and WMA music formats (downloads plus subscription). The Sansa e200s also are Microsoft PlaysForSure compliant, which means they can take advantage of numerous music service providers such as Rhapsody, Yahoo Music and Napster.

SanDisk is the second largest manufacturer of MP3 players in North America, according to NPD market research. SanDisk is the original inventor of flash storage cards and is the world's largest supplier of flash data storage card products, using its patented, high-density flash memory and controller technology. SanDisk is headquartered in Milpitas, California, and has operations worldwide, with more than half its sales outside the U.S.

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