TORONTO, ON – March 9, 2007 — Xbox Canada, a division of Microsoft Canada Co. and Blockbuster Canada Co. are pleased to announce the second annual Badges of Honour program, a fundraising initiative in support of Children’s Miracle Network.

Following the success of last year’s campaign, Blockbuster and Xbox have decided to partner once again to develop a new collection of limited edition buttons featuring authentic Xbox 360™ designs. These collectible buttons will be available exclusively at Blockbuster locations across Canada for only $2 each from March 9 to April 1, 2007. Proceeds from the button sales will be donated to Children’s Miracle Network.

“Xbox and Blockbuster are a clear demonstration of organizations working together for kids,” said John Hartman, Chief Operating Officer, Canada, Children’s Miracle Network. “The dollars raised from the campaign will go towards helping kids being treated at the 14 Children’s Miracle Network hospitals across Canada.”

The five newly designed buttons were inspired by top-selling and highly anticipated Xbox 360 titles including Halo 3™, Ghost Recon Advanced WarFighter™ and Guitar Hero II™. The buttons will be available in all 447 Blockbuster stores in Canada.

“We were proud to be part of such a successful fundraiser for CMN in 2006. With the support from our customers and employees we hope to enjoy even greater success this year.” said Kimberly Clark, Vice President, Marketing of Blockbuster Canada Co.

“We were overwhelmed by the support from the community for this program last year,” said Jason Anderson, Head of Marketing, Xbox Canada. “Together with Blockbuster and the gaming community we hope to raise even more much-needed funds which will help make difference in the lives of children.”

Children’s Miracle Network is an international non-profit organization dedicated to saving and improving the lives of children by raising funds for children’s hospitals and health foundations across North America. Each year the 170 Children’s Miracle Network hospitals provide the finest medical care, life-saving research and preventative education to help millions of kids overcome diseases and injuries of every kind. In Canada there are 14 children’s hospitals that treat over 2.5 million Canadian children each and every year. In 2006 Children’s Miracle Network helped generate over $39 million for the children’s hospitals in Canada – most if it being raised one to two dollars at a time. Community and corporate support is vital to its success and the much needed care, research and education programs being directed at these world class paediatric institutions.

Blockbuster Canada ( is the largest movie and game “rentailer” in Canada. Currently the company has over 447 stores in 10 provinces and employs over 5000 Canadians. Rental is the core strength of the business, but there are also retail propositions for new and Previously Viewed DVD’s, and new and Previously Played Games, Blockbuster Canada first became a corporate partner of the Children’s Miracle Network in 1998 and since then, we have raised more than $3,700,000. In our efforts to help children in need, we continue our fundraising efforts with new and exciting campaigns that raise awareness and recognition of this important cause and are extremely proud to be part of this joint venture with Microsoft, a fellow Children’s Miracle Network supporter.

About Xbox
Xbox ( is Microsoft’s future-generation video game system that delivers the most powerful games experiences ever. Xbox empowers game artists by giving them the technology to fulfill their creative visions as never before, creating games that blur the lines between fantasy and reality. Xbox is now available in North America, Japan, Europe and Australia. Xbox Canada has been a strong supporter of Children’s Miracle Network by providing direct funds, games, consoles and technical support to children’s hospitals in Canada – helping kids be kids and supporting their recovery.

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