Free RBRC Recycling Service for Rechargeable Batteries Available at Sony Style Stores

Sony Retail Stores Joins Forces with the Rechargeable Battery Recycling Corporation (RBRC)

ATLANTA, July 11, 2006 – The Rechargeable Battery Recycling Corporation (RBRC), a nonprofit, public service organization dedicated to recycling rechargeable batteries, working with Sony Electronics announced today the rollout of their battery recycling program, Call2Recycle™ in Sony Style® retail stores throughout the U.S..

Beginning July 1, 2006, consumers can simply drop off their used rechargeable batteries or old cellphones at the concierge desk upon entry at all Style stores, or to any store employee for collection in the Call2Recycle boxes. Used rechargeable battery and old cellphone collection will also be available at all Sony Outlet retail stores, and online customers of www.sonystyle.com will be able to mail in their batteries for recycling.

The Sony Style fashion retail stores are designed to educate consumers about integrating technology into their lifestyles and homes, and serve as a showcase for Sony’s most innovative electronics and entertainment products and services. In addition, shoppers receive the highest level of personal service, including a concierge located at the entrance of each store, personal in-home delivery service, unlimited Wi-Fi access and custom installation support.

“We are pleased that Sony has decided to integrate RBRC’s rechargeable battery and cellphone recycling program into its stores,” said Ralph Millard, Executive Vice President, RBRC. “Thanks to partnerships like these, our efforts to recycle as many rechargeable batteries and cellphones have greatly increased, as well as our ability to educate new consumers on the simple and easy ways they can help protect the environment.”

Now, even more locations to recycle
Sony Style is one of more than 30,000 participating locations in RBRC’s Call2Recycle program, providing consumers with a convenient method to recycle rechargeable batteries and old cellphones. Sony Electronics, based in San Diego, has been a member of RBRC since 1998, and Douglas Smith, Director of Corporate Environmental Affairs at Sony Electronics, has just been named the new Chairman of the RBRC Board of Directors.

Details about RBRC are available at test.us.call2recycle.org or by calling toll free 1-877-2-RECYCLE. In addition, a list of SonyStyle store locations is available at www.sonystyle.com/retail.

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About Sony
Sony Electronics is the largest component of Sony Corporation of America, the U.S. holding company for Sony’s U.S.-based electronics and entertainment businesses. Sony’s principal U.S. businesses include: Sony Electronics Inc., Sony Music Entertainment Inc.; Sony Pictures Entertainment; Sony Broadband Entertainment; Sony Computer Entertainment America; Metreon; Sony Style and Sony Wonder Technology Lab.

Editor’s Note: For additional information about Sony products, your readers can call toll-free at (888) 222-SONY, or visit Sony’s web site at: www.sonystyle.com. Press releases and digital images are available for the news media at Sony Electronics’ news and information web site at: www.sony.com/news

About Call2Recycle®
Call2Recycle is the industry’s first and only product stewardship program for rechargeable batteries. The nonprofit program is administered by the Rechargeable Battery Recycling Corporation (RBRC), a public service organization dedicated to rechargeable battery recycling. There are more than 30,000 Call2Recycle drop-off locations throughout the U.S. and Canada. More than 175 manufacturers and marketers of portable rechargeable batteries and products show their commitment to conserve natural resources and prevent rechargeable batteries from entering the solid waste stream by funding the Call2Recycle program. In pursuit of its mission, Call2Recycle also collects old cellphones, which are either recycled or refurbished and resold when possible with a portion of the proceeds benefiting select charities. For more information, call 877-2-RECYCLE or visit test.us.call2recycle.org.

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