Barbie Introduces "Barbie™ BCause," a Limited Edition Collection of Eco-Friendly Accessories for Girls

Business Wire, April 3, 2008

Barbie[TM] BCause Collection, Available Exclusively at Toys"R"Us Stores Nationwide, Reuses and Repurposes Excess Barbie[TM] Fabrics and Trimmings to Create Fashionable and Playful Handbags, Pillows, Diaries, Totes and Other Accessories

EL SEGUNDO, Calif. -- Just in time to celebrate Earth Day in style, Barbie[R] introduces a collection of eco-friendly accessories for girls with the debut of Barbie[TM] BCause. The playful and on-trend Barbie[TM] BCause collection repurposes excess fabric and trimmings from other Barbie[R] doll fashions and products which would otherwise be discarded, offering eco-conscious girls a way to make an environmentally-friendly fashion statement with cool, patchwork-style accessories. Sold exclusively at Toys"R"Us stores in the Barbie[R] toy aisle, the Barbie[TM] BCause collection includes handbags, coin purses, hats, tote bags, pillows, diaries and more, each featuring its own unique variations and kitschy patchwork details.

"Barbie is always a reflection of current cultural trends and issues, and girls are increasingly aware of making a green statement," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide, Mattel Brands. "Barbie BCause is for eco-conscious girls who believe that being environmentally-friendly is the right thing to do, and we are thrilled to give extra meaning and extra style to what was once just extra Barbie doll fabric."

The Barbie[TM] BCause collection is available now at Toys"R"Us stores nationwide in the Barbie[R] toy aisle for suggested retail prices ranging from $5.99 to $19.99 each.

Roll Case - $19.99
Tote Bags - $9.99
Hobo Purses - $10.99
Messenger Bags - $11.99
Coin Purses - $5.99
Diaries - $9.99
Mini-Backpack - $9.99
Cosmetic Case - $12.99
Hats - $9.99
Pillows - $9.99

About Mattel

Mattel, Inc. (NYSE:MAT) (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie[R], the most popular fashion doll ever introduced, Hot Wheels[R], Matchbox[R], American Girl[R], Radica[R] and Tyco[R] R/C, as well as Fisher-Price[R] brands, including Little People[R], Power Wheels[R] and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of 2008's "100 Best Companies to Work For" by FORTUNE Magazine and among the 100 Most Trustworthy U.S. Companies by Forbes Magazine. Committed to ethical manufacturing sustainable business practices, Mattel marked a 10-year milestone in 2007 for its Global Manufacturing Principles. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.

BARBIE and associated trademarks and trade dress are owned by Mattel, Inc. (c) 2008 Mattel, Inc. All Rights Reserved.