June 7, 2010

Mattel Brands Showcases Best-in-Class Partnerships across an Industry-Leading Portfolio of Boys and Girls Brands at 2010 Licensing International Show

New Girls Franchise "Monster High" is Unveiled with Key Partnerships across Multiple Categories including Apparel & Accessories, Publishing, Live-Action Entertainment and More

LAS VEGAS, Jun 07, 2010 (BUSINESS WIRE) -- Today at the 2010 Licensing International Show, Mattel, Inc., the world's leading toy company, unveils its multi-category line-up of best-in-class partners with new apparel and footwear alliances, as well as global personal care collections, products that inspire an active lifestyle and original branded play experiences for boys and girls of all ages.

For the first time in company history, Mattel will roll out a new intellectual property, Monster High(TM), across a number of diverse consumer products categories simultaneously. This new franchise targeting teen and tween girls brings together the hip teenage descendants of the world's most famous monsters to brave the trials and tribulations of high school. Monster High(TM) reaches girls via multiple touch points through strategic partnerships year-one with Little, Brown Books for Young Readers, best-selling author Lisi Harrison, Universal Pictures, Justice(R) and Party City.

"Mattel is a leader in providing meaningful brand experiences that translate into innovative and successful cross-brand partnerships," said Neil Friedman, President, Mattel Brands. "Our ability to secure best-in-class category experts to introduce teens and tween to the Monster High property is a testament to our brand management expertise and reinforces our long-standing legacy as one of the world's premier licensing partners."

Across its larger portfolio of entertainment brands, Mattel also continues its strategic licensing agreements with licensors of many popular kids' properties, including Disney, Warner Bros., World Wrestling Entertainment(R) and HIT Entertainment.

In 2010, Mattel Brands announces licensing agreements with new partners including:


Apparel, Footwear and Accessories

Outdoor Play/Sporting Goods

Party Planning/Gifting

Health / Personal Care




About Mattel, Inc.

Mattel, Inc., (NASDAQ: MAT) (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica(R) and Tyco R/C(R), as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. In 2010, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the third year in a row, and was ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." Mattel also is recognized among the "World's Most Ethical Companies." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 27,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play."

BARBIE, HOT WHEELS, MONSTER HIGH and associated trademarks and trade dress are owned by, and used under license from, Mattel, Inc. © 2010 Mattel, Inc. All Rights Reserved.

From June 8- June 10, Mattel executives will be in Las Vegas attending the Licensing International Show, media interested in meeting with Mattel can contact Rachel Cooper at rachel.cooper@mattel.com or (310) 426-4413

© Disney
TM & © WWE, Inc.


SOURCE: Mattel, Inc.

Mattel, Inc.
Michelle Chidoni
Rachel Cooper

Copyright Business Wire 2010