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

Business Wire, Feb 17, 2005

The new products will round out Fisher-Price's significant impact in the learning aisle, which includes a comprehensive line of innovative and fun educational toys for every age and stage of a young child's development: PowerTouch(TM) Baby and the Laugh & Learn(TM) Collection for infants, InteracTV(TM), PowerTouch(TM) Learning System and Learn Through Music for preschoolers, and Kasey the Kinderbot(TM) for toddlers. This complete line of toys, designed to be most intuitive to the way children learn, are created by Fisher-Price's team of leading content developers and early childhood development experts and researched at the company's renowned Play Lab. The entire collection will continue to grow in 2005 with rapidly expanding software and updated technologies.

Anniversary:

Since 1930, Fisher-Price has inspired the wonder and imagination of millions of children worldwide. From the Corn Popper(R) and the Rock-A-Stack(R) to Little People(R) and Tickle Me Elmo, Fisher-Price toys have been a part of childhood, helping children develop through play, for more than three generations. Today, Fisher-Price, the world's leading brand of infant and preschool toys, as well as innovative learning toys and juvenile products, is gearing up to celebrate a milestone birthday - 75 years! In 2005, Fisher-Price will continue to expand its offerings across all of its brands with toys that underscore its strong belief that play, in and of itself, is learning.

Pound Puppies(R) brought happiness and love to millions around the world when they launched more than 20 years ago. And now, these adorable little pups are looking for a new generation of owners to adopt and bring them home. These soft little puppies are as lovable as ever but have a new twist - they can bark out loud, come when you call, go for walks on a leash, and much more. The proud new owners of these plush puppies are sure to have hours of lovable, huggable, interactive fun!

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 created. The Mattel family is comprised of such best-selling brands as Hot Wheels(R), Matchbox(R), American Girl(R) and Tyco(R) R/C, as well as Fisher-Price brands (www.fisher-price.com), including Little People(R), Rescue Heroes(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 42 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.

Pound Puppies(R) and related Pound names are registered trademarks of Pound Puppies, Inc. (C)1984, 2005 - All Rights Reserved.

JUSTICE LEAGUE, BATMAN, SUPERMAN and all related characters, and elements are trademarks of and (C) dc Comics. (s05)

ROBOTS: ROBOTS TM & (C) 2005 Twentieth Century Fox Film Corporation. All Rights Reserved.