MCC Signs Licensing Agreement With Mattel for the Creation of WORKING WOMAN Barbie

Business Wire, March 31, 1999

NEW YORK--(BUSINESS WIRE)--March 31, 1999--MacDonald Communications Corporation (MCC), publisher of WORKING WOMAN and WORKING MOTHER magazines, recently signed a licensing agreement with Mattel, Inc. for the creation of a WORKING WOMAN Barbie(R) doll.

The Barbie(R) doll, scheduled to be released this Fall, is a career woman who carries all the tools that she needs to be successful -- her cell phone, her laptop computer, her handbag/briefcase, files, day planner, coffee cup and her copy of WORKING WOMAN magazine.

"As part of Mattel's new continuing 'aspirational' line of dolls, the WORKING WOMAN Barbie(R) reflects the goals, hopes and realities of a new generation of young girls," according to Jay C. MacDonald, founder and chief executive officer, MacDonald Communications Corporation (MCC). "It sends a positive message to girls today about the important role of working women and mothers in our society."

"We, of course, are thrilled with the visual image that Mattel has created," continued MacDonald. "The inclusion of WORKING WOMAN magazine as one of the doll's accessories only validates that we're the magazine of choice to professional entrepreneurial women."

The WORKING WOMAN Barbie(R) doll will also include a CD-ROM that will let girls create personalized business cards and stationery as well as their own version of WORKING WOMAN magazine. "A CD-ROM has been included with each WORKING WOMAN Barbie(R) doll," according to MacDonald. "Through hands-on play, girls can experience the significant role of computers and technology in today's business world."

The new Barbie(R) doll is scheduled to be released in October 1999 for the holiday season.

MacDonald Communications Corporation, a communications and media concern based in New York, is dedicated to providing intelligent products and services to affluent, professional and entrepreneurial women. Through its family of integrated businesses, including WORKING WOMAN and WORKING MOTHER magazines, MC2 conferences, the Businesswomen's Research Institute (BRI), the National Association for Female Executives (NAFE), and MC3 ventures, MCC influences more than 6 million women per month.

Mattel, Inc., with $4.8 billion in annual revenues, is a worldwide leader in design, manufacture and marketing of children's products. With headquarters in El Segundo, California, Mattel has offices and facilities in 36 countries and markets its products in more than 150 nations throughout the world. Barbie is a trademark owned by Mattel, Inc. (c) 1999 Mattel. Inc. All Rights Reserved.