January 27, 2009

Actress Maggie Gyllenhaal Helps Fisher-Price® Launch Precious PlanetTM Line and Announce $250,000 Donation to Wildlife Conservation Society at the Central Park Zoo

New BabyGear Line Brings the Magic and Wonder of the World's Baby Animals to New Parents and Newborns

EAST AURORA, N.Y., Jan 27, 2009 (BUSINESS WIRE) -- Actress Maggie Gyllenhaal teamed up today with Fisher-Price Inc., a subsidiary of Mattel, Inc. (NYSE:MAT), to unveil the company's new Precious Planet Collection of baby gear and newborn toys and to announce the company's $250,000 donation benefiting the Wildlife Conservation Society (WCS). The event, held at the Central Park Zoo, launched the adorable Fisher-Price Precious Planet line of must-have baby gear for new parents and their little ones.

"Fisher-Price is such a big part of everyone's childhood and I am so happy to join forces with them in presenting this generous donation in support of the Wildlife Conservation Society," says actress Maggie Gyllenhaal.

"We are very pleased to unveil our new Precious Planet collection and present our donation to the Wildlife Conservation Society," says Brenda Andolina, Director, Public Relations and Brand Marketing, Fisher-Price. "One of our most popular and enduring toy design themes revolves around the lovable and curious world of animals. We're very appreciative to organizations like the WCS that are passionate about preserving the animals and habitats we love to bring to life in our toys."

"I am delighted to accept this very kind donation on behalf of the Wildlife Conservation Society. Our partnership with Fisher-Price over the last three years and with their new Precious Planet Collection exemplifies our mutual hope to instill in the next generation, a sense of discovery and exploration about the world around them. We hope that together we can continue to inspire families to learn about one of our most precious resources - wildlife. Fisher-Price's gift will help further WCS's mission of saving wildlife and wild places throughout the world," says Dr. Robert Cook, Wildlife Conservation Society Executive Vice President for Living Institutions.

As a leading developer of juvenile products, Fisher-Price continues to grow and expand its BabyGear division with the introduction of the new Precious Planet Collection. This special collection includes a wide selection of baby gear including a high chair, gym, cradle swing, bouncer, potty, mobile, tub, bedding and more. The line also features comforting fabrics, activities and colorful, adorable baby animals like monkeys, giraffes and polar bears. The Precious Planet Collection retails for $12.99 - $129.99 and is appropriate for newborns and up.

Fisher-Price is proud to support the efforts of the Wildlife Conservation Society (WCS), an organization that saves wildlife and wild places. The company's $250,000 donation to WCS was influenced by the ongoing partnerships Fisher-Price has with several zoos across the country.

"We see our zoo partners doing a terrific job of connecting children to nature and animals - developing what they hope will be a lifelong passion for conserving animals and their habitats," adds Andolina.

In 2005, Fisher-Price embarked on a branding program with several national zoos with the intent of creating unique play experiences as part of a magical day at the zoo. Fisher-Price works closely with the zoos to create meaningful experiences for families with young children whether through custom, animal-themed picnic tables and playgrounds or Little People® Log Cabins where mommy & me play classes are held. Fisher-Price currently partners with the Brookfield Zoo, Zoo Atlanta, San Francisco Zoo, San Diego's Wild Animal Park Zoo, the San Diego Zoo, Toledo Zoo, Tampa's Lowry Park Zoo, the Bronx Zoo, Phoenix Zoo and the Buffalo Zoo - right in its own hometown.

About Fisher-Price

Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:MAT) located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world. The Company has a 77-year legacy of high quality toys that enhance early childhood development. Its often-emulated Play Laboratory was the first child research center of its kind in the toy industry, allowing researchers to observe the way children play and how play benefits their development. Some of the Company's best-known "classic" brands include Little People®, Power Wheels® and View-Master®. Fisher-Price is also a leading developer of baby gear products (infant swings, bouncers, high chairs, nursery monitors), as well as a wide array of character-based toys inspired by high quality children's programming such as Sesame Street®, Dora the Explorer and Winnie the Pooh. The Company's web site, www.fisher-price.com, provides valuable information and resources to parents.

About Wildlife Conservation Society (WCS)

The Wildlife Conservation Society saves wildlife and wild places worldwide. We do so through science, global conservation, education and the management of the world's largest system of urban wildlife parks, led by the flagship Bronx Zoo. Together these activities change attitudes towards nature and help people imagine wildlife and humans living in harmony. WCS is committed to this mission because it is essential to the integrity of life on Earth. Visit: www.wcs.org.

MAT-FP

SOURCE: Fisher-Price

Freeman Public Relations
Kelley DeVincentis/Amy Friedland, 973-470-0400
kdevincentis@freemanpr.com
afriedland@freemanpr.com

or

Fisher-Price
Juliette Reashor, 716-687-3354
juliette.reashor@fisher-price.com


Copyright Business Wire 2009


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