June 14, 2011

Mattel Leverages Its Rich Portfolio of Properties to Drive Global Consumer Products Initiatives in 2011 & Beyond

LAS VEGAS--(BUSINESS WIRE)-- Today at the 2011 Las Vegas Licensing International Expo, Mattel, Inc. showcased its powerful portfolio of iconic, evergreen brands and successful properties. As Mattel sets out to create the future of play by being everywhere kids are today, licensing is a key tent pole of this vision.

"By leveraging the global strength of our vast stable of brands, we are able to bring unique branded experiences to kids and adults alike," said Rosa Zeegers, Senior Vice President, Mattel Global Consumer Products Licensing. "Our strong relationship with partners and retailers around the world allows us to leverage our scale and build local programs that make sense market by market."

Mattel delivers an unparalleled international footprint to its partners with consistent brand marketing communications activated globally, while understanding consumer insights in each market to create meaningful brand experiences.

At Licensing Show, Mattel unveiled new best-in-class partnerships and product offerings for infants, kids, tweens and adults with global programs for its key properties including Barbie®, Hot Wheels®, Fisher-Price® and Monster High™. Highlights include:

APPAREL & ACCESSORIES

PUBLISHING

PARTY PLANNING/ GIFTING

TOYS

OUTDOOR PLAY/SPORTING GOODS

About Mattel

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®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2011, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the fourth year in a row, and also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play."

MATTEL, BARBIE, FISHER-PRICE, HOT WHEELS, MONSTER HIGH and associated trademarks and trade dress are owned by, and used under license from Mattel, Inc. © 2011 Mattel, Inc. All Rights Reserved.

MAT-CORP

Mattel, Inc.
Margaux Vega, 310-252-3520
margaux.vega@mattel.com
or
Stefani Green, 310-252-6514
stefani.green@mattel.com

Source: Mattel, Inc.

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