Girls Continue to Choose Barbie in Toys and Video Games

Business Wire, May 12, 2004

Business Editors

EL SEGUNDO, Calif.--(BUSINESS WIRE)--May 12, 2004

New Study By The NPD Group, "Toying With Video Games"(1), Reinforces

Barbie(R) As A Strong Property in Toys & Video Games

Girls choose Barbie(R) again. According to a recent study by The NPD Group, Toying With Video Games, Barbie(R) continues to be one of the top girls' toy and video game properties. According to the survey, Barbie(R) ranked No. 1 in toys with girls ages 5 to 12 and No. 1 in video games with girls ages 5 to 8.

As the only toy property that continues to reign as the top girls' brand in the world, the Barbie(R) brand's list of achievements speaks for itself: not only is the doll sold in 150 countries and has represented more than 90 careers but according to The NPD Group, Barbie(R) outsold the competition two to one throughout 2003. With more than $3.6 billion in annual sales at retail worldwide, Barbie(R) also ranks as the No. 1 girls global entertainment property and girls' Web site, with more than 36 million visits per month.

Children's tastes and loyalties can change on a daily basis, and few toy and video game properties remain consistently desirable. But after more than forty-five years in this competitive business, Barbie(R) continues to rank at the top of girls' play lists.

"The core values of fun, fashion and friends are at the root of the Barbie(R) brand's success," says Tim Kilpin, senior vice president for Girls marketing and design for Mattel. "Those values have remained constant, which is why Barbie(R) continues to connect with girls on a deeper level, with engaging storylines and products that spark creativity and imagination."

About Mattel

Mattel, Inc. (NYSE:MAT) (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie(R), the most popular fashion doll ever introduced. The Mattel family of toys and games is comprised of such best-selling brands as Hot Wheels(R), Matchbox(R), American Girl(R), and Fisher-Price(R), which also includes Little People(R), Rescue Heroes(TM), Power Wheels(R), as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 36 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.

(1) The study was a nationally balanced sample of 8,000 male and female adults age 25 and over with children ages 5 to 12 in the same household. The final results are based on responses from 2,809 parents/guardians of children ages 5 to 12 who play video games.