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Press release from Business Wire

Mattel Brands and Fisher-Price Transform Licensing Approach for Global Growth, Creating Category Statements with Evergreen Brands and New Franchises

<p class='bwalignc'> <i><b>New Consumer Products Initiatives Position Barbie®, Monster High®, Hot Wheels® and Fisher-Price® for Global Growth and Category Expansion</b></i> </p> <p class='bwalignc'> </p>

Tuesday, June 18, 2013

Mattel Brands and Fisher-Price Transform Licensing Approach for Global Growth, Creating Category Statements with Evergreen Brands and New Franchises

06:05 EDT Tuesday, June 18, 2013

LAS VEGAS (Business Wire) -- Mattel® Brands and Fisher-Price® are transforming their licensing approach to stay better connected to consumers worldwide by creating a new global structure, prioritizing its portfolio of brands and continuing to partner with best-in-class partners to foster global growth.

Continuing the momentum from recent years, as Mattel® Brands and Fisher-Price have grown 19 percentage points, adding $1.6 billion dollars to retails sales, the Mattel Brands consumer products group has identified global business category leaders and a global creative team to further support growth, ensure product quality and create a meaningful differentiation for partners and consumers.

“We are creating an organization that can think globally and act locally, allowing us to improve our speed to market and identify global trends,” said Jessi Dunne, GM & SVP Global Consumer Products, Mattel Brands and Fisher-Price. “We have strong brands that deliver on both consumers' expectations and a desired emotional connection -- by continuing to refresh and reinterpret these brands we are able to build compelling programs outside of the toy box.”

Boasting Barbie®, the #1 fashion doll1, Monster High®, the #2 fashion doll2, Hot Wheels®, the #1 vehicle property3 and Fisher Price®, the #1 infant manufacturer4; Mattel® and Fisher-Price® are proven leaders in building multidimensional brands.

This year, Mattel® Brands and Fisher-Price® will showcase the power of our portfolio highlighting premiere partnerships for its key properties including Barbie®, Monster High®, Hot Wheels®, and Fisher-Price®at Las Vegas Licensing Show in booth #Q131.

Highlights include:

APPAREL AND GIFTING

American Greetings partners with Barbie® to introduce a line of ornaments this holiday season, featuring 14 different designs including a commemorative 25th anniversary Holiday Barbie™ ornament. ( Available: Fall 2013 at select mass, specialty and drug stores and americangreetings.com; SRP: $4.99 - $19.95)

Elan Polo International is launching Monster High™ footwear this back-to-school season. The collection highlights the best of today's shoe style trends with freaky fab details that will make this product line come alive. ( Available: Fall 2013 at select mass retailers; SRP: $12.00 - $30.00)

HOME GOODS AND PERSONAL CARE

All new Fisher-Price™ nursery furniture from Bivona & Company features convertible crib that ‘grows' with baby from a crib to toddler bed, daybed to full-sized bed. Just the Right Height™ adjustable legs lets parent select from three crib heights. Eight different styles and three colors in all. Mattress, contour pads, drawer sets and case pieces also available. (Available: Now; online at all major retailers; SRP: $169.99-229.99)

Perfect for any Monster High™ ghoul on the go, this hard shell rolling luggage from Calego International has independent turning wheels, a high gloss finish and features fan favorites Frankie Stein™, Clawdeen Wolf™ and Draculaura™. (Available: Now at Walmart Canada; SRP: $35.00)

Girls who loved Barbie™ in the Pink Shoes will also love the new ballerina and Barbie™ inspired sheets, comforters, blankets, throws and pillowsby Franco Manufacturing. (Available: June 2013 at Target; SRP: $14.99 - $32.99) New Monster Highbedding and bathroom accessories allow girls to monsterfy their rooms with product ranging from sheets to comforters, blankets to pillows, towels to shower curtains and more. (Available: Now at Target (bath accessories) and at mass, midtier and specialty stores (bedding); SRP: $5.99 - $69.99)

Hunter Amenities and Fisher-Price introduce a new line of bath & body products, made with natural and organic ingredients that address the unique needs of newborn, infant and toddler skin. (Available: Now; SRP: $3.99 - $7.99)

MUSIC AND PUBLISHING

Sing along to the Barbie™ World Tour Party Mix and Holiday Party Mix CDs by Mood Entertainment featuring popular hits performed by kids for kids. (Available: mass retailers in the US and Canada; SRP: $9.99) Alsonew in 2013 is a line of Fisher-Price board books tailored to infants and toddlers. (Available: Wal-Mart; SRP: $7.99)

TOYS AND GAMES

Shop 'til you drop with the Barbie™ App-tastic Cash Register from Kid Designs with LCD, working keypad and cash drawer. Download the app on an iOS device to scan real UPC codes, customize five fabulous shops, create personalized membership cards and play express checkout game. (Available: Fall 2013; SRP: $29.99)

Mega Bloks Barbie® Rock Star Stage lets girls build the ultimate concert complete with amplifiers, glittering blocks, a sparkling disco ball or play songs performed by Barbie or your favorites from the radio! (Available: Fall 2013; SRP: $59.99) Mega Bloks Hot Wheels Test Facility and Hot Wheels™ Cars lets boys build over 30 stunts as well as two customizable cars and figures. (Available: Fall 2013; SRP: $5.99 - $39.99)

Barbie®, Monster High® and Hot Wheels® fans will be able to personalize their tablet with the help of Vivitar's branded Personality Packs by Sakar. Personality Packs include the ability to install branded apps, content, wallpaper, widgets and more directly on to the Camelio tablet by Vivitar and comes with a branded case. (Available: Fall 2013 at Wal-Mart and Target.com; SRP: $29.99 (Personality Pack) and $99.99 (Camelio Tablet))

The Canadian Group (TCG) introduces a line of Fisher-Price™ pre-school games, for the youngest of game players, that leverage the brand's most iconic toys and helps to develop critical cognitive, physical and social skills. Available: Fall 2013; SRP: $9.99 - $24.99

BARBIE, MONSTER HIGH, FISHER-PRICE, HOT WHEELS and associated trademarks and trade dress are owned by, and used under license from, Mattel, ©2013 Mattel. All Rights Reserved.

MAT-CORP

1 Source: The NPD Group Inc./ Retail Tracking Service/12ME April '13/Fashion Dolls Figs Subclass/Dollar Volume

2 Source: The NPD Group Inc./ Retail Tracking Service/12ME April '13/Fashion Dolls Figs

3 Source: The NPD Group Inc./ Retail Tracking Service/ 12ME April '13/Vehicles Supercategory/Dollar Volume

4 Source: The NPD Group Inc./ Retail Tracking Service/ 12ME April '13/Infant Toys Segment/Dollar Volume

Mattel Brands
Margaux Vega
310-252-3520
margaux.vega@mattel.com

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