Game on! Mattel's Got What's Hot with New Collection of DVD Games

Business Wire, Feb 12, 2007

Extensive Line-up Includes the 2(nd) Editions of Scene It? Movie and Harry Potter[TM] to Interactive Game Play from High School Musical 2, Hannah Montana, 1 vs. 100 and More

EL SEGUNDO, Calif. -- The convergence of technology and board game play is reaching new heights as DVD-based board games add new interactive elements to their traditional counterparts. Mattel is leading the way with the introduction of a new suite of DVD games for all ages and interests, along with new editions of Scene It?[R], the No. 1-selling DVD game property in the United States1, created by Screenlife Games.

In 2007, Mattel will introduce some of the hottest entertainment-themed games. Top titles span from DVD board games that take players into the world of popular movies and television shows with Scene It?[R] and 1 vs. 100 DVD Game, to activity-based DVD games that encourage player interaction, like singing and dancing in High School Musical 2, Hannah Montana and Jump In! DVD Games, based on the popular Disney Channel television shows, and drawing with Disney Pictionary[R] DVD Game.

This year, the Scene It?[R] portfolio expands to include new second editions of past top-sellers such as Scene It?[R] Movie 2nd Edition DVD Game with all-new content from movies such as Walk the Line, King Kong and The Devil Wears Prada; Scene It?[R] Harry Potter[TM] 2nd Edition DVD Game with content from the upcoming Harry Potter and the Order of the Phoenix[TM] and the previous four films; and Scene It?[R] Disney 2nd Edition DVD Game with content from Pirates of the Caribbean, The Incredibles and Cars; as well as the ultimate battle of the sexes, Scene It?[R] Squabble[TM] DVD Game. In 2003, Mattel joined with Screenlife Games to distribute Scene It?[R] The DVD Game[TM], which received numerous accolades, including "Toy of the Year" honors. Since then, annual retail sales of Scene It?[R] increased domestically more than six times2.

"DVD-based board games enhance the game experience by converting the television into an interactive medium, while maintaining the social interaction of traditional games," said Cynthia Neiman, vice president of marketing, Mattel Games. "With the extensive growth of our entire games portfolio this year, we hope to bring fun and excitement to people of all ages and interests."

Game play will not be limited to home, as travel-friendly, compact versions of favorites like Scene It?[R] Jr. and Scene It?[R] TV editions are now available "to go" with a magnetic board and play pieces. Unique travel games with kids' favorite animated characters can also be played while on the road with Car-Go Fun[TM] DVD games that feature three different themes: Dora Diego, SpongeBob SquarePants[TM] and Disney Pixar's Finding Nemo Toy Story 2.

In addition to the wide selection of DVD games, the Mattel Games portfolio includes new twists on classics like UNO[R], America's No. 1 family card game3, with themed editions based on the upcoming animated film Disney Pixar's Ratatouille and the Disney Channel original movie High School Musical, along with a High School Musical Magic 8 Ball[R]. And new game introductions for the family include Lie Detector[TM], the Crime Solving Card Game which lets kids play detective to find the criminal, and Flippin' Frogs[TM] Game where the object of the game is to launch frogs towards the rotating tree to see who stays and who falls - whoever has the most frogs left wins.

For more information on the Mattel Games portfolio, log onto www.mattelgamefinder.com.

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 is comprised of such best-selling brands as Hot Wheels[R], Matchbox[R], American Girl[R], Radica[R] and Tyco[R] R/C, as well as Fisher-Price[R] 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 the 30,000 people in 43 countries and sells products in more than 150 nations throughout the world. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.

About Screenlife, LLC

Screenlife, LLC is a premier game company that's bringing a new dimension to the way the world has fun. Screenlife is the creator and world's leading manufacturer of DVD games, including Scene It?, the number-one selling DVD game worldwide. Screenlife games feature patented Optreve([TM]) DVD Enhancement Technology and are available in nine languages, across 26 countries, and in more than 50,000 retail locations. A leader in entertainment licensing, Screenlife has established thousands of partnerships with major Hollywood studios, sports leagues and recording labels, as well as actors, athletes and musicians. For more information about Scene It? and other Screenlife games, visit www.screenlifegames.com or call (866) DVD-GAME.