Mattel Showcases Innovation, Hot Entertainment Licenses and Unexpected Ways to Engage with Its Brands at New York Toy Fair 2011
Diverse Portfolio Featuring New Introductions from Barbie®,
Hot Wheels®, Fisher-Price®,
Monster High™ and More, Reaches Fans Where They Are Today
EL SEGUNDO, Calif.--(BUSINESS WIRE)--
As the leading toy maker and an expert in creating memorable play
experiences, Mattel, Inc. (NASDAQ:MAT) unveils innovative new products
that expand beyond the toy box at this year's New York International Toy
Fair. As the leading toy company, Mattel boasts six of the top 10
properties in the toy industry1, according to NPD, bringing
its expertise in play to new and unexpected spaces, reaching kids and
adults where they are, and where they play, today — like only Mattel can.
Sweet Talkin' Ken(TM) by Mattel (Photo: Business Wire)
"As traditional play evolves and takes on new forms, so does our
portfolio of brands," said Tim Kilpin, Executive Vice President Mattel
Brands. "One way in which we are continuing to grow our core brands, as
well as to develop new franchises, is through transmedia storytelling.
We're developing branded content that further shapes play, ultimately
driving brand engagement and deepening each play experience. Equally
important is leveraging different media to tell each brand story in
relevant and unexpected ways."
"We know kids are the experts in play and we take pride in providing
best-in-class products to further enhance their play experiences," said
David Allmark, Executive Vice President, Fisher-Price Brands. "With a
fresh new collection of innovative toys and a new multi-media campaign
launching later this year that celebrates developmental growth through
the joy of play, we will continue to connect with families across the
This past holiday season, Barbie® reigned as the no. 1
property in the toy industry2, maintaining relevance with
girls of all ages as well as a strong presence at retail. Barbie®
continues positive momentum in 2011 as the brand celebrates 50 years of
Ken® as the "ultimate boyfriend for every occasion" with a
series of epic events, partnerships and products.
Mattel is the expert in knowing how girls play and in 2010 developed a
successful franchise for girls of all ages with the launch of the
Monster High™ brand. Celebrated as the best-selling new fashion doll of
the year3 in 2010, the Monster High™ franchise will become
truly global in 2011 as it's rolled out worldwide across several
categories including toy, publishing, web, apparel and accessories.
The company continues to successfully translate entertainment brands to
toys and create long-term, sustainable properties with global product
footprints. This year, Mattel adds some of the hottest, theatrical
blockbuster licenses including -- Disney•Pixar's Cars 2, Green
Lantern, Penguins of Madagascar and Kung Fu Panda 2 -- to its
growing entertainment-licensed portfolio.
Growing core brands is an ongoing focus, and this year UNO®
celebrates a milestone 40th Anniversary with the introduction
of a new character, Roboto. Also, the Fisher-Price® Play Lab,
a best-in-class facility that was also the first of its kind in the
industry, celebrates its 50th anniversary, enabling Mattel to
further lead the industry in research and insight into the way kids play.
Mattel's 2011 product line boasts rich transmedia storytelling, can be
played across multiple platforms, and delivers an element of humor and
fun. Mattel also continues to translate entertainment brands to toys
better than anyone in the industry.
Key Highlights & Must-See Mattel Toys at New York Toy Fair Include:
Barbie® Hairtastic Printables
Barbie® introduces the
newest way to customize and personalize hair with printable hair
extensions. Create personalized hair extensions online then print on
any inkjet printer, wear and share. Barbie® Hairtastic Printables
comes with a Barbie® doll and includes sheets of printable hair
extensions for both Barbie® and the girl.
Sweet Talkin' Ken™
Now girls of all ages can have the
ultimate boyfriend for every occasion with Sweet Talkin' Ken™.
Featuring a built-in microphone, Sweet Talkin' Ken™ records up to five
seconds of sound, allowing girls to record playful phrases and play
the message back in three different voices, including "Ken's" voice.
Monster High™ Gloom Beach™ Doll Assortment
Centered on the
perfectly—imperfect descendants of the world's most famous monsters,
Monster High™ introduces new characters and story lines to its
multi-category consumer products, toy and content line. The Monster
High™ Gloom Beach™ Doll Assortment offers ghoulish fun even when
school isn't in session!
Radica:® Fijit Friends™ Interactive Toy
Every girl's best
friend, Fijit Friends™ are interactive, robotic toys that are full of
personality, can talk, dance and laugh and feature Sonic Chirp
capabilities so they can respond to various media platforms including
Hot Wheels® Wall Tracks Assortment
innovation to classic wheel play, Hot Wheels® takes its iconic track
off the ground and places it on the wall, allowing boys to experience
track play in an entirely new way.
Cars 2 Assortment
Lightning McQueen, Mater
and the rest of the four-wheeled gang are back in 2011 for the highly
anticipated summer release of Disney•Pixar's Cars 2. Mattel has
once again collaborated with Disney Consumer Products to bring fans an
innovative, imaginative and entertaining line of toys including die
cast vehicles, track sets, play sets and accessories.
Green Lantern Ring Blast Jet™ Figure & Vehicle
high above villains and defeat danger with the Green Lantern Ring
Blast Jet™. The completely foldable Battle Shifters™ 2-in-1 vehicle
instantly transforms from transparent Turbo Tank to Stealth Jet with
the press of a button. Mattel will be bringing to life a comprehensive
toy line inspired by Warner Bros. Pictures' film "Green Lantern," set
for release on June 17, 2011.
The Penguins of Madagascar Regurgitating Rico™ Launcher
captured the fun and humor of the Penguins of Madagascar in one of
their most lovable characters with the Regurgitating Rico™ Launcher.
Just like the show, he's ready to spew — popcorn balls that is!
Angry Birds Knock On Wood Game
Mattel explores new ground
translating play from digital to analog with Angry Birds Knock On Wood
Game, a table top version of the #1 paid iPhone game. Draw a
construction card, build the structure shown, then launch an Angry
Bird and destroy with exciting skill-and-action, just like the app.
UNO® Roboto Game
For the first time ever players are able
to customize and personalize their UNO® game with UNO Roboto™! Record
each player's name and set unique house rules, then let UNO Roboto™
get the party started with surprise commands and funny phrases that
change-up the game every time.
Laugh & Learn™ Baby iCan Play™ Case & Apps
Laugh & Learn™ Baby iCan Play™ Case lets babies enjoy their very own
apps while protecting mom or dad's iPhone® or iPod® Touch device from
their dribbles and drool. Three free downloadable apps offer engaging
Laugh & Learn™ play for the iPhone.
Rock Star™ Mickey
Everyone's favorite mouse is ready to
rock the house! Kids can jam along with Rock Star Mickey from
Fisher-Price® and Disney as he lights up the stage with his jammin'
guitar, rockin' moves and singing skills.
Kid-Tough® See Yourself™ Camera
The Kid-Tough See Yourself
Camera features easy, child-friendly controls including a rotating
lens so children can easily take pictures or HD video of themselves.
Big Action™ Construction Site With Remote Control
Action Construction Site With Remote Control features an easy-to-use
color coded RC controller to introduce preschoolers to RC vehicles.
Includes an interactive playset full of action-packed construction fun!
Little People® Zoo Talkers™ Animal Sounds Zoo
People Zoo Talkers Animal Sounds Zoo is a detailed, interactive
playset featuring animal recognition technology that brings animals to
life in a fun, unique way! Explore the four habitats to learn about
the different animals, hear their names and corresponding sounds.
For Mattel Toy Fair gallery b-roll and photos please visit www.mattelbrandsmedia.com.
For Fisher-Price product information, images and b-roll please visit www.fisher-price.com/media.
Please note credentials are required to attend all press events in the
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. Mattel also is ranked among Corporate
Responsibility Magazine's "100 Best Corporate Citizens" and the "World's
Most Ethical Companies." With worldwide headquarters in El Segundo,
Calif., Mattel employs approximately 31,000 people in 43 countries and
territories and sells products in more than 150 nations. At Mattel, we
are "Creating the Future of Play." Follow Mattel on Facebook: www.facebook.com/mattel
© 2011 Mattel, Inc. All Rights Reserved.
GREEN LANTERN and all related characters and elements are trademarks of
and © DC Comics.
Apple, iPhone, iPod Touch and iTunes are trademarks of Apple Inc.,
registered in the U.S. and other countries
© 2011 Viacom
International Inc. Madagascar ® DWA L.L.C. All Rights Reserved.
Kung Fu Panda 2 ™ & © 2010 DreamWorks Animation L.L.C. Kung Fu Panda ®
DreamWorks Animation L.L.C.
1Source: The NPD Group / Consumer Tracking Service (Annual
2Source: The NPD Group / Consumer Tracking Service
(Fourth Quarter 2010)
3Source: The NPD Group / Consumer
Tracking Service (Annual 2010)
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6605481&lang=en
Mattel Brands PR/Fisher-Price Brands PR
Mattel Javits Showroom Media, 212-542-1725
Source: Mattel, Inc.
News Provided by Acquire Media
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