MaggieMoo's Ice Cream and Treatery(R) and Great American Cookies(R):A Winning Pair on the Grand Strand.

The Co-Branded Concept Represents the First of Its Kind.

June 05, 2008 // // Atlanta - MaggieMoo's Ice Cream and Great American Cookies have announced the opening of a co-branded store in North Myrtle Beach, S.C. The new Treatery, located at Barefoot Landing next to the Alabama Theatre is the first of its kind. The store is owned and operated by husband and wife, Chris and Cindy Tobin of Myrtle Beach who opened the doors for business on May 11th. The co-branded concept is supported by NexCen Brands, Inc. (NASDAQ: NEXC) ("NexCen"), parent company of MaggieMoo's Ice Cream and Treatery and Great American Cookies.

"We're very excited to bring both MaggieMoo's and Great American Cookies to the Myrtle Beach community, and we take great pride in the quality and freshness that each brand represents." said Chris Tobin co-owner of the new Treatery.

The innovative co-brand concept will combine the gourmet indulgence of Great American Cookies with MaggieMoo's award winning super premium ice cream. With ice cream being the summertime staple and cookies a quintessential all occasion treat the co-branded store is set to be a year round attraction. Both MaggieMoo's and Great American Cookies' menu items are prepared fresh daily and the combined aroma of fresh baked cookies and waffle cones is a unique and irresistible element of the new concept.

"The opening of a MaggieMoo's and Great American Cookies co-brand store defines what we set out to do," stated Chris Dull, President of NexCen Franchise Management. "Not only are the franchisees able to extend their product offering, but they're also able to offset the seasonality of ice cream and cookies and do so under one roof."

Great American Cookies

Founded in 1977 on the strength of an old family chocolate chip cookie recipe, Great American Cookies has set the standard for gourmet cookie sales in shopping centers nationwide. With a strategy and quality product that has propelled over 30 years of consistent growth, Great American Cookies now leads the mall-based cookie system. At Great American Cookies, the customer is able to enjoy the things that make life sweet. Whether they want a delicious fresh cookie, brownie or cookie cake, they will find a celebratory, fun environment with high quality and superior products.


MaggieMoo's is a favorite destination for craveable treats. Its award-winning ice cream is served in a playful environment, and each MaggieMoo's Treatery location features a menu of freshly made super-premium ice creams, mix-ins, smoothies, sorbets and custom ice cream cakes. Widely known as an innovator in the category, MaggieMoo's created the world's first ice cream cupcake as well as the Maggie-O ice cream sandwich featuring Oreo™ cookies. MaggieMoo's has been consistently awarded The National Ice Cream Retailers Association's prestigious Blue Ribbon Award for taste, texture and overall appearance of its most popular flavors.

NexCen Brands, Inc.

NexCen Brands, Inc. is a vertically integrated global brand management company focused on assembling a diversified portfolio of intellectual property-centric companies operating in the consumer branded products and franchise industries. The Company owns, licenses, franchises and markets a growing portfolio of consumer and franchise brands including The Athlete's Foot(R), Bill Blass(R), Great American Cookies(R), MaggieMoo's(R), Marble Slab Creamery(R), Pretzel Time(R), Pretzelmaker(R), Shoebox New York™ and Waverly(R).

The Company licenses and franchises its brands to a network of leading retailers, manufacturers and franchisees that includes every major segment of retail distribution from the luxury market to the mass market in the U.S. and in over 50 countries around the world, and consists of approximately 1,900 franchised stores. NexCen, through its information technology, franchisee support systems and advertising, marketing and public relations team, markets its brands to continually drive greater consumer awareness and brand equity for each of its brands. NexCen touches nearly every aspect of a consumer's lifestyle from the food they eat to the furnishings in their homes and the clothes and footwear they purchase.



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