Mattel Unveils Cutting-Edge Technology, New Entertainment Lines and Innovative New Toys at 2005 Toy Fair

Business Wire, Feb 17, 2005

NEW YORK -- Fisher-Price(R), the World's Pre-eminent Brand of Infant and Preschool Toys, Celebrates its 75th Birthday!

As today's children demand toys that incorporate cutting-edge technology, characters they love and fun to play with toys, Mattel(R), (NYSE: MAT) the world's leading toy manufacturer today announced the hottest line-up of new products for 2005 at American International Toy Fair in New York. Continuing to evolve the most dynamic brands in the industry like Barbie and Hot Wheels to celebrating the most beloved infant and preschool brand, Fisher-Price(R), Mattel will present some of the most innovative new products leveraging the hottest entertainment properties and celebrities in ways kids have never experienced before.

Innovation/Technology:

Watch out Hollywood, Fisher-Price's newest version of Pixter(R) - Pixter(R) Multi-Media - allows kids to actually create their own "movies" using short clips from existing videos from leading characters like SpongeBob SquarePants(TM) and Dora the Explorer(TM) to the ESPN(R) Winter X-Games. The new Pixter Multi-Media is an all-in-one, hand-held entertainment system this year featuring full motion video capabilities. Children can watch 22 minutes of their favorite videos or live action shows on their Pixter screen in full color. With nine new video ROMs, combined with more than 10 new creativity and learning ROMs, Pixter Multi-Media gives kids access to a library of more than 50 titles, making this a child's complete creativity and entertainment system!

As Mattel continues to innovate the ways girls play, Pixel Chix - created just for girls - is the newest handheld game that combines the latest in LCD screen technology with the excitement of video play in a 3-D environment. Pixel Chix virtual girlfriend lives inside a small 3-dimensional house and hangs out, sleeps, eats and all the great things girls really do - all with the touch of a button. The Chix require care and attention to thrive, building a relationship with girls.

Tyco(R) R/C's latest innovation in radio control comes as a shocking transformation. Featuring a fantastical biomechanical style design, the Shell Shocker(TM) vehicle transforms from a cyber-ball to a cyber-beast in seconds. Mud, grass, pavement and even water can't stop the Shell Shocker(TM).

Now kids can wear this famous long red cape on their shoulders and save the world just like their favorite super hero, Superman(TM). Stereo surround sound speakers bring the Superman(TM) experience to life. Motion sensors activate sounds to imitate Superman(TM) soaring through the sky or battling foes

Fisher-Price expands its already impressive learning initiative, teaming up with the Scholastic Corporation to create innovative new products that truly help children learn through play with the introduction of the Read with Me DVD! learning system. The ground-breaking Read with Me DVD! learning system enables children to enjoy classic books from the Scholastic library on interactive DVDs that animate the stories on screen, to help build comprehension and vocabulary skills, while encouraging a love of reading.

The Baby Gymtastics(TM) system is Fisher-Price's new collection of innovative products that encourage movement and play in babies, from sitting and crawling, to standing and cruising. All items in the line can be combined to create a playful "obstacle course" environment to get baby moving, or each can be used on its own to infuse baby's play experience with even more activity and action.

Entertainment:

Today's kids are taking their cues on what's hot from movies, music, video games - basically all forms of traditional entertainment, as well as sports celebrities, current events and a wide range of cultural influences. In 2005, Mattel Entertainment has toy lines behind two of the year's most highly anticipated theatrical releases; the animated industrial world of ROBOTS(TM) (Twentieth Century Fox, March 11), and the story behind why and how Batman(TM) became one of the greatest superheroes in Batman Begins(TM) (Warner Bros. Pictures, June 17). Mattel's Entertainment portfolio promises something for little kids and big kids alike with toys such as Roboots(TM) that kids can wear to re-enact their favorite ROBOTS(TM) scenes, a Batman Begins(TM) Batmobile(TM), the likes of which the residents of Gotham City(TM) have not yet seen. Girls will also experience the incredible magic of Disney's Cinderella with a full line of product timed to the re-release of the DVD as well as dolls and accessories for the sizzling hot television properties Hi Hi Puffy Ami Yumi and WINX.

Now in its fifth year, Barbie Entertainment has evolved into a leading player. This year, Barbie(R) has three of the hottest girl properties, all of which are original content and have original music scoring. Barbie(R) will introduce the first-ever spring direct-to-video Barbie(R) property, Fairytopia(TM), as well as two major fall events with "Barbie(R) and the Magic of Pegasus" and the first My Scene(TM) video, "My Scene Goes Hollywood(TM)".