only YOU have the power to Save Toby

Press Release


Last minute reprieve halts June 30 th countdown, despite no show of $50,000 “ransom”—the website which threatens to kill pet rabbit Toby unless $50,000 is donated to an online account by June 30 th —has garnered national media attention, with news outlets such as the Washington Post , the Chicago Sun-Times , the New York Post , ABC World News Tonight, and NBC Nightly News all covering the story since the site was launched early this year. Now, with the deadline in sight, donations are well short of the $50,000 ransom. In a last minute attempt to help save Toby, Kensington Publishing has negotiated with James and Brian, the creators of the website, in exchange for an extension on Toby's life.

Kensington Publishing was able to broker a last minute deal with James and Brian, just before the June 30 th cut off, for the publication of SAVE TOBY! The duo were open to exploring other options because the online account on their website accepting donations did not always work properly, and not everyone who tried to donate funds to save Toby could successfully do so, leaving them well short of the $50,000 ransom. The book agreement with James and Brian extends Toby's execution date until Thanksgiving Day of 2006. If 100,000 copies of the book SAVE TOBY! are sold by that date, the rabbit's life will be spared. Otherwise, the rabbit is Thanksgiving dinner. The message to readers is simple: Only you can save Toby. The website will be updated with the new date on July 1 st , 2004.

The book, to be published in September, is a guide to the ins and outs of Toby, his likes, dislikes, photos, recipes and the story of how he came into the hands of James and Brian. As the story is told on their website, Toby was found by James and Brian under their porch, soaking wet, injured from what appeared to be an attack from an alley cat. They took Toby in, thinking he had no chance to live from his injuries, but miraculously, Toby recovered. Although they spent several months nursing him back to health, they have now put Toby at risk for their personal gain.

While Toby's ultimate fate still remains unclear, Kensington Publishing is pleased to have been able to come to terms with James and Brian in the hopes of saving his life.

SAVE TOBY! Only You Have the Power to Save Toby

James and Brian

Kensington Books, an imprint of Kensington Publishing

September 2005/Trade Paperback/Original

$9.95 ($13.95 Canada )/0-8065-2761-7


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