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Mattel Licensing Show Summary

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Mattel Leverages Powerful Portfolio of Properties and Global Footprint to Grow Toy Brands into Lifestyle Brands

Barbie®, Hot Wheels®, Monster High® and Fisher-Price® Extend Play Outside of the Toy Box with New Global Consumer Products Initiatives

LAS VEGAS -- June 11, 2012 -- At the 2012 Las Vegas Licensing International Expo, Mattel, Inc. will showcase its powerful portfolio of iconic brands and successful properties. Mattel is the worldwide leader in the design, manufacturing and the marketing of toys and family products, and leads the way in translating the most popular toy brands in the industry into lifestyle brands through innovative and impactful partnerships around the world. Las Vegas Licensing International Expo will serve as the platform for the company to introduce new and exciting partnerships to an industry audience.

"Extending our intellectual property to build lifestyle brands continues to be a key focus for us," said Rosa Zeegers, Senior Vice President, Mattel Global Consumer Products Licensing. "We are able to capture the magical and emotional connection children and adults feel with our brands to offer new ways to play with relevant branded experiences unique to each market."

Unveiling its multi-category line-up of new consumer products across the Mattel portfolio, Mattel will demonstrate just how it delivers an unparalleled global footprint while maintaining a healthy balance of global branding and local relevance.

Barbie® invites fans to "See What Happens" when dreams get dressed up and aspirations get accessorized by introducing innovative, fashionable and fun consumer products. This year, a new Barbie® apparel collection will launch in 10,000 doors across various retailers and countries around the world. This fall in the U.S. specifically, Barbie® apparel will unveil a new girls line at Walmart® and Kmart® with Bentex Group, Inc. Monster High® continues to infuse rich and relatable storytelling through strategic consumer products partnerships and will be introducing a new middle grade book series with Little, Brown Books for Young Readers' this fall. Hot Wheels® continues to deliver thrilling vehicle experiences for boys of all ages, across multiple consumer product categories, including a new diecast partnership with Saban Brands. A true lifestyle brand, Fisher-Price® has product offerings in a multitude of categories that span the range from birth to preschool including: baby gear, layette, infant accessories, publishing, music and party.

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

APPAREL, ACCESSORIES & ROLE PLAY

PUBLISHING

SPORTING GOODS

TOYS & GAMES

HOME GOODS & PERSONAL CARE

About Mattel:

Mattel, Inc. (NASDAQ:MAT) (http://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 Hot Wheels® RC, as well as Fisher-Price® brands, including Thomas & Friends®, Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2012, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the fifth year in a row. Mattel also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 28,000 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: http://www.facebook.com/mattel.

Submitted by News on Fri, 2012-06-15 11:41

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