The new Sony NW-E player are not as hot as the Sony NW-S series that is supposed to be coming.
The NW-E002F, NW-E003F and NW-E005F come in six different colors (pink, lime green, blue, violet, silver and black) and feature a 28 hour battery life.
Supported music file formats of these new Sony music players are AAC (non-DRM), MP3, WMA (non-DRM), and ATRAC. The Sony NW-E002F player has a total capacity of 512MB, comes in blue and will cost around $70. The NW-E003F player with 1GB comes in silver and pink and will cost around $100. The Sony NW-E005F player has 2GB, comes in black, violet and lime green (exclusively at Sony Style stores) and will cost around $130.
More details in this Sony press-release.