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Casio Teams up with Nicki Minaj and The Roots to Launch Acclaimed TRYX®
 March 11, 2011

FOR MEDIA INQUIRIES ONLY CONTACT:

Kyle Kappmeier
SLAM PR
(201) 806-3157
kyle.kappmeier@slampr.com

Michael Rubin
CASIO AMERICA, INC.
(973) 361-5400
mrubin@casio.com

FOR IMMEDIATE RELEASE:

CASIO TEAMS UP WITH NICKI MINAJ AND THE ROOTS TO LAUNCH ACCLAIMED TRYX®

Casio’s TRYX OUT: NYC 2011 Launch Party Will be Held on April 7th at the Best Buy Theater

DOVER, NJ, March 11, 2011 - Casio America, Inc. today announced that Nicki Minaj, one of the country’s hottest hip-hop artists, will help kickoff and celebrate the launch of the Casio TRYX® by performing at TRYX OUT: NYC 2011 - Casio’s official launch party for the camera. Taking place on April 7th at the Best Buy Theater in New York City, TRYX OUT: NYC 2011 will also feature a performance by the legendary Roots, hip-hops’ influential and Grammy award–winning septet.

TRYX OUT:NYC“Casio is thrilled to have Nicki Minaj help us launch TRYX here in the U.S.,” said Toshi Iguchi, Senior General Manager, Digital Imaging Division, Casio America Inc. “Just as Nicki brings a unique, exciting and fresh perspective to the world of hip-hop, Casio looks to do the same with TRYX and the digital imaging industry. Nicki’s enthusiasm adds tremendous value to TRYX OUT: NYC 2011, and the unquestionable ‘wow’ factor of her performance will help make this the ultimate launch event befitting such a game changing product.”

“Casio sure knows how to design a camera,” said Nicki Minaj. “I’m excited to be part of the TRYX OUT: NYC 2011 launch party and look forward to working together with Casio to make sure this camera gets the party it deserves! With a TRYX in my hand, there’s no doubt that I’ll be able to take incredible images and video on tour and beyond.”

“We are excited to perform at the launch event for the Casio TRYX,” said Questlove. “From what I hear, the camera has a state-of-the-art, innovative design, and I’m eager to get a chance to see it myself.”

TRYX OUT NYC: 2011
Taking place on April 7, 2011 at the Best Buy Theater in Times Square, TRYX OUT: NYC 2011 is Casio’s official launch party for the much anticipated TRYX. Attendees will have the ability to experience the camera before it hits store shelves as well as catch The Roots with a special guest performance by Nicki Minaj. TRYX OUT: NYC 2011 is expected to draw a number of celebrities and be an exciting, star-studded event. While TRYX OUT: NYC 2011 is open to consumers, it is an exclusive launch party which will require tickets. Ticket information will soon be announced and available on Casio’s Facebook page at www.facebook.com/casiocameras.

The Casio TRYX
The award-winning, 12.1 megapixel Casio TRYX immediately turns heads thanks to one of the most innovative designs the digital imaging industry has ever seen. Ultra-thin, TRYX features a unique, variable frame design which gives consumers the ability to adapt the camera to fit their preferred shooting style or to help them capture an image from just about any angle or in any environment. Users can hold the camera horizontally, in a traditional point-and-shoot style to capture still images or flip out the rotating, three-inch, touch-screen LCD and swivel the body to experience countless other positions. The frame rotates 360-degrees and can be adjusted so that the body can act as a tripod, allowing TRYX to stand on its own, or the three-inch, touch-screen LCD can be rotated up to 270-degrees so that users can perfect their own self portrait and see themselves in the frame. Users can even flip out and rotate the body so that the camera can hang from a hook, doorknob or other surface.

In addition to its captivating good looks, TRYX is fully-loaded and packed to the brim with a full range of high-performance features and technologies, such as Full-HD 1080p video and a back–illuminated CMOS sensor which will help capture stunning images thanks to its enhanced sensitivity and low-light performance. The TRYX’s CMOS sensor is also coupled with Casio’s state-of-the-art EXILIM® ENGINE HS, which adds significant processing speed thanks to dual core processors. Together, they enhance the overall imaging experience by powering many of the camera’s unique creative functions, including High Dynamic Range (HDR) imaging, High–Speed SR Zoom, and slow-motion video.

TRYX also allows users to explore their creative side and truly express themselves through their images with Casio’s revolutionary HDR-ART technology. HDR-ART gives users the ability to essentially transform any photo into a work of art, taking it from ordinary to extraordinary with just the push of a button. HDR-ART works by combining continuous shots with differing exposures and performing highly-precise image analysis to locally change the contrast and level of color saturation. Users can select from three different processing levels to suit their artistic tastes and produce results that are guaranteed to impress.

The Casio TRYX will be available April 2011 for $249.99.

TRYX is a registered trademark of CASIO COMPUTER CO., LTD. Any other company or product names are trademarks or registered trademarks of their respective holders.

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About Nicki Minaj
Nicki Minaj is a Grammy nominated, platinum selling Cash Money recording artist. “Pink Friday” became the 1st female rap album to stay in top 10 for 14 consecutive weeks. Nicki also became the 1st female rapper to top the Billboard charts in over 8 years with her hit single “Your Love”. She also became the first female rapper to have 7 songs simultaneously on Billboard’s HOT 100 chart in 2010.  Rolling Stone dubbed her “The New Queen of Hip Hop.”

About The Roots
With the premiere of “Late Night with Jimmy Fallon” on March 2, 2009, The Roots joined host Jimmy Fallon as one of the coolest house bands in late night television history. The Roots are the influential and critically acclaimed Philadelphia-based band -- described by Rolling Stone as “one of the greatest live acts in the world” and by the Boston Globe as the “greatest hip-hop band in the land”. The band has paved the way for live instrumental rap and has won numerous awards for its jazz-influenced, eclectic approach to hip-hop, including two Grammy's and a 2007 NAACP Image Award. For additional information, visit http://www.theroots.com.

About Casio America, Inc.
Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world’s leading manufacturers of consumer electronics and business equipment solutions, established in 1957. Casio America, Inc. markets calculators, keyboards, digital cameras, mobile presentation devices, disc title and label printers, watches, cash registers and other consumer electronic products. Casio has strived to realize its corporate creed of “creativity and contribution” through the introduction of innovative and imaginative products. For more information, visit http://di.casio.com/ or http://pressroom.di.casio.com/.