Fisher-Price ''Rescue Heroes'' Animated Series Debuts on ''Cartoon Network''

Business Wire, June 11, 2004

Entertainment Editors

EAST AURORA, N.Y.--(BUSINESS WIRE)--June 11, 2004

Fisher-Price's "Rescue Heroes(R)" characters will bring teamwork and adventure to weekday mornings as these "cool guys who are good guys" make their Cartoon Network debut. Produced by Nelvana Limited of Toronto, Canada, the animated adventure series is based on an original toy concept developed in 1998 by Fisher-Price, the number one infant and preschool toy company in the world and a subsidiary of Mattel, Inc. Episodes will air Monday through Friday at 7:00 a.m. starting June 14th.

"After taking some time off to appear in a feature film, Fisher-Price is excited to have Rescue Heroes characters return to the small screen," said Chuck Scothon, senior vice president of marketing for Fisher-Price. "There's no place we'd rather be than in the solid line-up of Cartoon Network, allowing us to entertain children with engaging story lines and real-life, positive role models."

Since their launch, the popularity of the Rescue Heroes property has continued to build, earning increasingly high marks from parents, educators and community service leaders who appreciate the positive messages Rescue Heroes characters deliver.

"Safety is an important lesson that is sometimes overlooked by parents who expect children to learn about it at school," said Kevin Hannafin, a fire safety lecturer at New York's Fire Zone and retired New York Fire Department firefighter. "At the Fire Zone, we teach kids what to expect in an emergency so they're informed and don't panic." Continued Kevin, "Fisher-Price Rescue Heroes characters help reinforce the message of power, safety and teamwork in a positive, entertaining format."

Each 30-minute "Rescue Heroes" television episode delivers action and adventure through characters and storylines that focus on non-violence, teamwork, perseverance and safety. The program also highlights preparedness and safety first as the Rescue Heroes characters solve each dilemma. A safety message also airs at the end of each episode, showcasing a Rescue Hero character like Billy Blazes or Wendy Waters and reinforcing the important lesson presented in the story kids have just viewed.

Cartoon Network, currently seen in 86.2 million U.S. homes and 145 countries around the world, is Turner Broadcasting System, Inc.'s 24-hour, ad-supported cable service offering the best in animated entertainment. Drawing from the world's largest cartoon library, Cartoon Network showcases unique original ventures such as Codename: Kids Next Door, The Powerpuff Girls, Dexter's Laboratory, Samurai Jack, Courage the Cowardly Dog, Ed, Edd n Eddy and other Cartoon Cartoons. Cartoon Network also features Adult Swim, a late night block of animation for grown-ups. Since its launch in 1992, Cartoon Network has remained one of ad-supported cable's highest-rated networks. Cartoon Network's website is located at http://CartoonNetwork.com (AOL Keyword: Cartoon Network).

Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.

Nelvana is the world's largest independent animation production, distribution and merchandise licensing company. Based in Toronto, the Company has sales offices in Los Angeles, London and Paris. Nelvana is listed on the Montreal and Toronto Stock Exchanges under the symbol NTV.

The FDNY Fire Zone, a program of the New York City Fire Department's Fire Safety Education Fund, is a multi-media educational facility whose purpose is to raise public awareness about fire safety and provide an opportunity for an interactive learning experience. The goal is to educate and empower the public by exposing them to the power of fire and means for prevention, thereby reducing the number of home fires. For more information about the FDNY Fire Zone located in New York City's Rockefeller Plaza, and the Fire Safety Education Fund itself, visit the Web site at www.fdnyfirezone.com.

Fisher-Price, Inc., a wholly-owned subsidiary of Mattel, Inc. (NYSE:MAT) and located in East Aurora, New York, is the leading brand of infant and preschool toys in the world. Its often-emulated Play Laboratory was the first child research center of its kind in the toy industry, allowing researchers to observe the way children play and how play benefits their development. For nearly 75 years, experts in education and child development have been helping Fisher-Price build a reputation of excellence in children's products. Some of the Company's best known "classic" brands include Little People(R), Power Wheels(R) and View-Master(R). The Fisher-Price brand includes some of the most popular and widely recognized character brands - from Barney(TM) and Blue's Clues(TM) to Disney, Dora the Explorer(TM), Sesame Street(R) and Winnie the Pooh. The Company also develops and markets juvenile products called babygear (nursery monitors, infant swings, high chairs and more) that are designed to help families get the best possible start in life. The Company's web site can be found at www.fisher-price.com, providing valuable articles and resources to new and expectant parents.