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Press release from Business Wire

Danica Patrick Hits the Track in a Transforming Hot Wheels® Car in Sonic & All-Stars Racing Transformed™

<p class='bwalignc'> <i>SEGA and Mattel Team Up to Create an Immersive Sonic the Hedgehog Racing Experience with Limited Edition Diecast “Danicar” and In-Game Vehicle</i> </p>

Wednesday, October 10, 2012

Danica Patrick Hits the Track in a Transforming Hot Wheels® Car in Sonic & All-Stars Racing Transformed™11:54 EDT Wednesday, October 10, 2012 SAN FRANCISCO (Business Wire) -- SEGA® of America Inc. is thrilled to announce a unique partnership with Mattel, Inc. and the iconic Hot Wheels® brand, offering consumers an exciting cross-platform experience for the upcoming release of Sonic & All-Stars Racing Transformed. Within the video game, players who choose to race as Danica Patrick will be able to drive a custom transforming electric green Hot Wheels® vehicle, designed to navigate the dynamic land, sea and air environments. In addition to its in-game presence, the “Danicar” will also be available as an exclusive diecast vehicle available this holiday season with purchase of Sonic & All-Stars Racing Transformed at select retailers. “Using Danica Patrick's existing relationship with Mattel and Hot Wheels, we were able to extend our brand beyond the Sonic & All-Stars Racing Transformed game universe and into consumer products with the creation of this custom toy,” said Marcella Churchill, Senior Director of Marketing, SEGA of America. “The Hot Wheels brand has a reputation for developing beloved childhood toys and our partnership will undoubtedly ignite this nostalgia amongst fans when they get to race this transforming vehicle within the game.” “We are incredibly excited to link two iconic brands like Hot Wheels and SEGA's Sonic the Hedgehog together for the first time,” said Matt Petersen, Vice President of North America Boys and Games Marketing, Mattel. “The new ‘Danicar' is a unique vehicle that combines style elements from Danica Patrick and Sonic the Hedgehog with the outrageous design that Hot Wheels is known for – resulting in an in-game vehicle and diecast toy that all of our fans will love.” Sonic & All-Stars Racing Transformed will be available November 18, 2012 on the Xbox 360® video game and entertainment system from Microsoft, PlayStation®3 computer entertainment system, and Nintendo's Wii U™ system. On December 11, 2012 it will be available on PlayStation® Vita system and the Nintendo 3DS™ hand-held system. Sonic & All-Stars Racing Transformed races onto Windows PC via digital download this holiday season. For more information about Sonic & All-Stars Racing Transformed, please visit www.facebook.com/sonic; to download SEGA game assets, please visit www.sega-press.com.About SEGA® of America, Inc. SEGA® of America, Inc. is the American arm of Tokyo, Japan-based SEGA® Corporation, a worldwide leader in interactive entertainment both inside and outside the home. The company develops, publishes and distributes interactive entertainment software products for a variety of hardware platforms including Windows PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony Computer Entertainment. SEGA® of America's Web site is located at www.sega.com. About the Hot Wheels Brand Since 1968, Hot Wheels has been passionate about creating thrilling vehicle experiences through innovative product and content. With a fan base of more than 41 million people, Hot Wheels is the No. 1 vehicle property in the United States producing the coolest cars imaginable. The Hot Wheels brand began as a line of 16 1:64-scale die-cast vehicles; today, it has evolved into a true global lifestyle brand for boys of all ages with segments that range from aftermarket parts to licensed apparel to branded digital content from Team Hot Wheels, a real-life race crew of professional drivers performing over-the-top stunts. Check out the official Hot Wheels website for the hottest car games and racing videos, and be sure to visit the Hot Wheels Facebook page. About Mattel Mattel, Inc. (Nasdaq: MAT) 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 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. Visit us at www.mattel.com, www.facebook.com/mattel or www.twitter.com/mattel. Microsoft, Windows, Xbox, Xbox 360, Xbox LIVE, and the Xbox logos are either registered trademarks or trademarks of the Microsoft group of companies. "PlayStation" is a registered trademark of Sony Computer Entertainment Inc. Nintendo trademarks and copyrights are properties of Nintendo. for SEGA of America, Inc.Scott Durday, 212-730-7047scott.durday@coburnww.com