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Press release from Business Wire

Mattel Launches Masters of the Universe® Game App for He-Man's® 30th Birthday

<p class='bwalignc'> <i><b>Chillingo and Mobile Developer GlitchSoft Transform Classic Brand into Cutting-Edge Game Play</b></i> </p>

Thursday, October 25, 2012

Mattel Launches Masters of the Universe® Game App for He-Man's® 30th Birthday14:46 EDT Thursday, October 25, 2012 El SEGUNDO, Calif. (Business Wire) -- Honoring the 30th anniversary of He-Man® and the Masters of the Universe® franchise, Mattel and Chillingo, a leading independent games publisher along with mobile developer GlitchSoft, have launched an exciting new He-Man® game app. Available in the App Store, fans now have the chance to battle alongside He-Man® throughout his kingdom of Eternia® in a modern celebration of classic gameplay that will test player's skill, speed and agility. Debuting on the iOS platform, the game features side-scrolling playability with powerful “Tap and Slash” functionality through 27 action packed levels spread across 7 beautifully rendered realms of Eternia®. Masters of the Universe 30th Anniversary (Photo: Business Wire) Game Features Include: He-Man®, Skeletor®, Castle Grayskull®, and other characters and settings of Eternia® that fans know and love artfully re-mastered for today's generation-preview the action here Fluid, intuitive, “Tap and Slash” controls for stunning He-Man® swordplay and action Epic boss battles with He-Man's® greatest foes including Beast Man® and Skeletor® Collectible digital lore hidden in each level including 80s product art and mini-comic covers Strengthen He-Man® with fabulous secret powers and in-game upgrades Plays great on iPhone®, iPod touch® and iPad® mobile digital devices with retina-display graphics and sound effects “The 30th Anniversary of He-Man and Masters of the Universe was the perfect time for us to give back to our millions of fans with an engaging game that is fun to play and visually stunning,” said Doug Wadleigh, Senior Vice President, Global Brands Marketing, Mattel. “We're extremely pleased to work with best-in-class partners Chillingo and GlitchSoft and their talented teams of experts to develop, publish and distribute the game around the world.” The star of the 1980s-era He-Man® and the Masters of the Universe® story, He-Man® has been brought to life throughout the years in beloved Mattel action figures, animated television series, comic books and a live action feature film. Mattel's partnership with Chillingo, a division of Electronic Arts and publisher of such hit titles as Angry Birds™, Cut the Rope™, Contre Jour, Feed Me Oil and Catapult King, combines the world's leading toy company with an established leader in the mobile gaming industry. “Mattel is unmatched in its ability to understand the world of play and the enduring appeal of well-told stories,” said Chris Byatte, co-founder and co-general manager, Chillingo. “We're thrilled to partner with them to create new, entertaining opportunities for He-Man and Masters of the Universe fans.” As part of the anniversary, Mattel has created a new Masters of the Universe® He-Man Facebook page, allowing devotees to connect and engage online with each other and their favorite hero. To date, more than 230,000 people have become fans. 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 its 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. About Chillingo Chillingo, a subsidiary of Electronic Arts, is a leading games publisher on iOS with numerous award-winning hits around the world including Angry Birds, Cut the Rope, Contre Jour, and Anomaly Warzone Earth. The company also publishes games for Android, Windows Phone 7, Steam, and other digital platforms. For more information about the company and its games, please visit www.chillingo.com. About GlitchSoft Offering much more than standard game design, GlitchSoft is a Studio Evolved that offers an unparalleled suite of concepting and multi-platform development services. GlitchSoft's dedicated team connects IP with global audiences adding value and growth to brand. In Operation since 2009, GlitchSoft's veteran team has shipped 30+ mobile titles for brands including EA, Disney, Mattel, and Activision. The Company's proprietary game engine technology is licensable and provides uniqueness, differentiation, and staying power for client's projects. For more information about the company and its games and services please visit www.glitchsoft.com. MAT-AP Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50455177&lang=en Mattel Brands PR:Bret Ingraham, 310-252-6396Bret.ingraham@mattel.comorChillingo PR:Carmen (Pearson) LawrenceCarmen@chillingo.comorDan TausneyDan@chillingo.comorGlitchSoft PR:Rob PriceRob.Price@glitchsoft.com