Toshiba America Consumer Products, L.L.C. ("Toshiba"), announced today details of an integrated marketing communications plan to launch its line-up of HD DVD players. The Toshiba HD DVD players, models HD-XA1 and HD-A1, will be the first HD DVD players to hit the U.S. market and will begin shipping to retailers in March of this year.

The multi-tiered initiative is designed to educate retail salespeople, provide them with support materials to aid in the sale of the HD DVD players and continue to increase consumer awareness of HD DVD players.

A dedicated teaser web site was the first component of the launch program. Launched in November of last year, the web site began providing information to consumers about the major characteristics and advantages of the HD DVD format and started a dialogue between Toshiba and consumers showing interest in HD DVD products.

Read more about Toshiba's tour of promotion for HD DVD players at http://www.prnewswire.com.