October 19, 2010

Mattel Wraps Innovation, Entertainment and Holiday Magic into the Season's Top Toys

Mattel's Trusted Brands Barbie(R), Hot Wheels(R), Monster High(TM), Mattel Games and Fisher-Price(R) Deliver Continued Excitement, Quality and Value for Holiday 2010

EL SEGUNDO, Calif., Oct 19, 2010 (BUSINESS WIRE) -- Mattel Inc., the top toy maker in the world, leads the future of play with the introduction of this year's hottest toys and games for the upcoming holiday season. With cutting-edge innovation and excitement wrapped into the designs of kids' favorite toy brands, products from the biggest entertainment properties of the year, as well as new introductions that are sure to delight, Mattel has something for everyone, even the family dog.

"Mattel has some of the most iconic brands in the toy business," says Neil Friedman, president, Mattel Brands, "and we succeed in keeping them relevant year after year, and most importantly at the top of kids' holiday wish lists, by continually reinventing brands and infusing magic into every toy."

Mattel uses innovation to address existing trends in today's marketplace and transforms toys into sophisticated gadgets, bringing a new dimension to how kids play, such as with Barbie(R) Video Girl(TM) Doll, Hot Wheels(R) Stealth Rides(TM) Vehicles, iXL(TM) Learning System, Imaginext(R) Bigfoot The Monster or the Radica:(R) Puppy Tweets(TM) Tag, which leverages the social media platform Twitter(TM).

GIFT IDEAS FOR THE CONNECTED KID (OR CHILD INSIDE ALL OF US):

This year Mattel has launched a multiplatform tween targeted entertainment property, Monster High(TM), which brings together the frighteningly fashionable teenage descendants of the world's most famous monsters. Monster High(TM) delivers scary cool content via publishing, web and entertainment vehicles, as well as an array of consumer products including apparel, accessories and toys - all within its first year.

With a constant finger on the pulse of today's hottest entertainment properties, Mattel also leverages best-in-class partnerships with Disney-Pixar's Toy Story 3, Thomas & Friends(TM) and World Wresting Entertainment(R) to make the magic of the holidays fun for the whole year. New twists on traditional role-play help kids act out their favorite scene and bring their favorite characters to life like never before.

FOR THE ENTERTAINMENT ENTHUSIAST:

FUN FOR THE YOUNG TO THE OLDER:

For a complete list of Mattel's hot holiday toys and games, log on to: News Media or Press - www.mattelbrandsmedia.com; Consumers - www.MattelShop.com for more information.

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(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica(R) and Tyco(R) R/C, 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.

© 2010 Mattel, Inc. All Rights Reserved.

MAT-CORP

SOURCE: Mattel, Inc.

Mattel Brands:
Margaux Vega, 310-252-3520
margaux.vega@mattel.com
or
Bret Ingraham, 310-252-6396
bret.ingraham@mattel.com
or
Fisher-Price:
Juliette Reashor, 716-687-3354
juliette.reashor@fisher-price.com

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