Dentsu Inc. announced today that it concluded a capital and business alliance contract on July 25, 2006, for joint management of the major character merchandising company Sony Creative Products Inc. (SCP). The contract is a four-way alliance between Dentsu, DENTSU TEC INC., Sony Culture Entertainment (Japan) Inc. (SCU) and SCP. Dentsu will acquire 116,400 ordinary shares and 213,500 dividend preferred shares in SCP, and DENTSU TEC 58,200 ordinary shares and 106,700 dividend preferred shares, through a third-party allocation of new shares to be made on September 1, 2006 (tentative).