The Idea Zoo, Inc. and BASF to develop COLR™: On Demand Color Changing Technology

The Idea Zoo, Inc. announced today that it has signed a development agreement with BASF to jointly introduce and further develop COLR™ Technology, an on-demand photonic crystal color changing technology.

SONOMA, CA, & FLORHAM PARK, NJ, June 25, 2012 – The Idea Zoo, Inc., a leading developer and licensor of advanced materials and technologies, announced today that it has signed a development agreement with BASF to jointly introduce and further develop COLR™ Technology, an on-demand photonic crystal color changing technology. Under the terms of this agreement, BASF will develop and manufacture the COLR photonic crystals. Terms of this agreement were not disclosed.

"We are delighted to enter into this development agreement with BASF," said Ed Routhier, General Partner of Caymus Capital and Chairman of The Idea Zoo, Inc. "Developing COLR for unique applications is a priority for our company and the partnership with the world's leading chemical company allows us to accomplish this objective and meet the needs of our growing list of market leading customers."

COLR Technology is the first proprietary and patent pending photonic crystal system to create tunable structural color that can achieve unlimited colors and designs. Instead of absorbing and reflecting a specific spectrum of light, COLR Technology's colloidal nano-crystals form a lattice of microscopic-sized clusters that create color by diffracting and scattering different wavelengths of light.

By varying the strength of a magnetic field, a specific wave length of light can be chosen for refraction. This movement allows them to refract everything from ultraviolet (UV), through the entire visible spectrum, to infrared light. This completely "touch free" system does not require electrodes or constant current to create color. Vibrant, iridescent, structural color can be controlled with a simple magnetic field.

The agreement with BASF will allow for continued development of the COLR platform and establish new innovations in the field of superparamagnetic photonic crystals. Users of the technology are expected to have the ability to change the color of their products repeatedly to any color numerous times, while manufacturers will be able to change colors during final production to adjust for changing consumer demands.

"BASF is very pleased to collaborate with The idea Zoo and the development of COLR," said Joe Lupia, Director, Technical Innovations and Customer Support for BASF in North America. "BASF is uniquely positioned to meet the development requirements necessary to commercialize this highly innovative technology and we are committed to working with the leading companies that have shown an interest in incorporating COLR into their product road maps."

Ben Farber, Vice President of Business Development for COLR Technologies, said: "By engaging in this development agreement, BASF accelerates the development cycle and greatly increases the implementation opportunities with our leading brands."


About the Idea Zoo, Inc.:

The Idea Zoo, Inc. is a leading technology and licensing company that develops and creates innovative technologies that enhance products worldwide. Headquartered in Sonoma, California, The Idea Zoo provides value in all phases of product development, from initial concept, through manufacturing and commercialization.


About COLR™ Technology:

COLR Technology was developed by Dr. Yadong Yin, senior advisor to Idea Zoo, Inc. Utilizing a now patented synthesis process Dr. Yin and his teams were able to create and control superparamagnetic crystals that can be controlled magnetically to refract specific wave lengths of light to create a form of structural color. Structural color has many characteristics that differ from those of chemical pigments or dyes. The unique colors originating from the physical structures are iridescent and metallic, and cannot be mimicked by chemical dyes or pigments. COLR™ Technology is the first proprietary and patented photonic crystal system to create tunable structural color that can achieve unlimited colors and designs on demand. COLR™ Technology is a developed and licensed brand under the Idea Zoo, Inc. For more information visit www.colrtechnology.com.


BASF – The Chemical Company

BASFBASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has more than 16,000 employees in North America, and had sales of $20 billion in 2011. For more information about BASF's North American operations, visit www.basf.us.

BASF is the world's leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products and crop protection products to oil and gas. We combine economic success, social responsibility and environmental protection. Through science and innovation we enable our customers in almost all industries to meet the current and future needs of society. Our products and system solutions contribute to conserving resources, ensuring healthy food and nutrition and helping to improve the quality of life. We have summed up this contribution in our corporate purpose: We create chemistry for a sustainable future. BASF posted sales of about €73.5 billion in 2011 and had more than 111,000employees as of the end of the year. Further information on BASF is available on the Internet at www.basf.com.

COLR LOGO COLR™ Technology

Press Contacts:
Laura Partynski
BASF Corporation
(973) 245-7838
laura.partynski@basf.com

Ben Farber
COLR™ Technology
415-233-5488
bfarber@colrtechnology.com

This press release contains forward-looking statements within the meaning of the federal securities laws. These forward-looking statements are subject to risks and uncertainties that could cause actual results and events to differ materially.