*** Pacific Cycle Partnership With Dodge Brand ***

LOS ANGELES, CA /PRNewswire/ -- 09/24/2007
Pacific Cycle Rounds up Dodge Brand
for Powerhouse Licensing Partnership.

Pacific Cycle Inc., the world's leading supplier and marketer
of bicycles and owner of popular recreational brands including
Schwinn(R) and Mongoose(R) bicycles and KidTrax(TM) electric
ride-on vehicles announced today a licensing agreement with
the Dodge brand. Through this agreement facilitated by Brand
Sense Partners, LLC., an integrated brand extension and business
development firm and the exclusive licensing agency for Dodge,
Pacific Cycle will develop Dodge-branded products including
children's and adult bicycles and children's motorized ride-ons.

"Pacific Cycle focuses on integrating strong play value, safety,
realism and innovation in our products," said Danna Dueck,
licensing manager for Pacific Cycle. "We are excited to partner
with Dodge by integrating the brand's passion, strength, and
boldness into our bicycles and children's motorized ride-ons."

"Pacific Cycle has a long heritage delivering consumers top-notch
recreational products," said Ramez Toubassy, president of Brand
Sense Partners. "It's a natural fit to align the world's leading supplier
and marketer in the bicycle category with the Dodge brand. We are
certain this alliance will prove successful for both parties involved
while producing high quality, fun products for children and adults alike."

Pacific Cycle's license agreement covers a variety of Dodge nameplates,
including Viper, Charger, Ram, Rampage and HEMI(R). Product categories
will include children's electric ride-on vehicles; foot-to-floor ride-on
vehicles; and adult and juvenile bicycles.

Distribution channels will include leading mass market retailers such as
Wal-Mart, Target, Kmart and Toys "R" Us, as well as specialty toy
retailers.
The first Dodge electric ride-on is expected to be released in spring
2008.

About Pacific Cycle Inc.

Pacific Cycle Inc. is a division of Dorel Industries, Inc. (TSX: DII.B,
DII.A) The company designs, markets and distributes a full range of
recreation products under the brand names of Schwinn, GT Bicycles,
Mongoose, Pacific, InSTEP, Pacific Outdoors, Schwinn Motor Scooters,
Kustom Kruiser, Roadmaster, Murray, PlaySafe, KidTrax and Dyno. The
company's licensing program develops products carrying the brands of
Disney(R), Dodge(R), Tonka(R), Groovy Girls(R), Corvette(R) and Bratz
Babyz(TM), among others.

About Brand Sense Partners

Brand Sense Partners, LLC accelerates the growth of new categories
of business for their clients by leveraging their brand equity and other
strategic assets. The firm's visionary team of diverse industry experts
develop, analyze and then execute new business initiatives -- while
reducing capital costs, risk and time to market.

The result: new highly profitable revenue and accelerated strategic
business growth. Brand Sense's broad range of clients include consumer
brands in the sports, entertainment, automotive, retail, fashion,
cosmetics
and technology industries. Brand Sense Partners is headquartered in Los
Angeles.

For more information on Brand Sense Partners,
please visit http://www.bsp.com

About Dodge Licensed Products

Dodge and HEMI are trademarks of Chrysler LLC. Dodge consumer
products are manufactured and produced under license from Chrysler
LLC. The Dodge brand and all consumer-licensed Dodge products are
exclusively represented by Brand Sense Partners, LLC http://www.bsp.com

Dodge licensed products can be found in many channels of retail
throughout the world with primary distribution in the United States,
Canada, Europe, Asia, and South America.