NEW YORK--(BUSINESS WIRE)--Aug. 12, 2003--The Children's Place (NASDAQ:PLCE) announces today the launch of an innovative national children's literacy and community service program --ReadingUSA(TM). As part of the ReadingUSA(TM) campaign, The Children's Place has made a major commitment to PBS KIDS' Reading Rainbow to ensure its availability to all children on public television.

"I applaud The Children's Place for being the first company to respond to help fund Reading Rainbow," says LeVar Burton. "This collaboration, along with PBS, will help Reading Rainbow continue introducing children to quality literature and fascinating new people and places that give them a window to the wonderful world around them."

"The Children's Place is thrilled to support PBS KIDS' Reading Rainbow, a show that has been a benchmark in children's educational programming for 20 years and plays an incredible role in children's literacy development," says Ezra Dabah, CEO of The Children's Place. "ReadingUSA(TM) is one way the company can give back to the community and generate excitement about reading and learning."

At the press conference today announcing the launch of ReadingUSA, The Children's Place and its CEO Ezra Dabah were joined by LeVar Burton, Host of Reading Rainbow, Dr. Twila C. Liggett, Executive Producer of Reading Rainbow, John F. Wilson, Senior Vice President of PBS Programming, Richard Maiore, Director of Reading is Fundamental (RIF) and award-winning children's author, Arthur Yorinks. A portion of the proceeds from all back to school denim sales at The Children's Place from August 8 - September 31 will be donated to PBS KIDS' Reading Rainbow and Reading is Fundamental, the nation's largest nonprofit children's literacy organization.

The Children's Place and Reading Rainbow will also host a contest for children, offering them a chance to appear on an episode of Reading Rainbow.

In addition to its partnership with Reading Rainbow, ReadingUSA(TM) will encompass a wide variety of ongoing literacy projects to reach as many children and parents as possible. ReadingUSA(TM) programs will primarily introduce young children to literature through reading aloud activities, which have been found to increase vocabularies, expand attention, and develop children's interest in reading.

The Children's Place is a leading specialty retailer of high quality, value-priced clothing and accessories for children ranging from newborns to ten year olds with over 670 stores throughout the United States and Canada. Current basics and fashion trends in an extensive color palette are offered as coordinated outfits specifically designed for children. For more information or to find a store call 877-PLACE-USA or visit www.childrensplace.com

Reading Rainbow, hosted by LeVar Burton, is a critically acclaimed award-winning half-hour PBS KIDS' series that turns children on to books and reading. The series targets 4-8 year olds, and is based on research that identifies these early years as the optimum time for children to learn to read, and to adopt positive reading habits, skills and attitudes. LeVar Burton is also the national chairman of the "PBS KIDS' Share a Story" literacy initiative.

Reading Rainbow is a production of WNED-TV, Buffalo, NY and GPN/Nebraska Educational Telecommunication and ranks among the longest-running, most watched and best-loved kid's shows in the history of public television. Designed to inspire children's imaginations, Reading Rainbow is a fast-paced, daily half-hour, magazine style series encouraging a love of reading in children and building lasting connections between children and books. For more information call 800-228-4630 or visit www.pbskids.org.

    CONTACT: GCI Group
             Jim Redner or Sarah Veltman, 323-930-0811

    SOURCE: The Children's Place