"Fastest Growing Virtual World," BarbieGirls.com, Launches Subscription "V.I.P." Service

Business Wire, June 9, 2008

New Subscription Service Launches with New Content for Both Girls and Parents

EL SEGUNDO, Calif. -- Now live, Barbie Girls[TM] V.I.P. - a new, subscription-based version of its BarbieGirls.com virtual world, currently boasting nearly 13 million registered users. The subscription version is designed to give girls more of what they love about the popular virtual world, including a world four times larger than its original size, with new locations to explore, new games and new experiences throughout the site. The V.I.P. membership costs $5.99 for a one-month subscription and provides access to the truly new experience launching today. Barbie Girls[TM] fans can also still play on the site for no cost with a basic version of the virtual world.

"The success of Barbie Girls - particularly among older girls, with 85 percent of our registered users over age eight - demonstrates that girls are looking for a new way to play with the brand they love and grew up with, just in a new format relevant to today's tech-savvy girls," said Chuck Scothon, General Manager and SVP, Girls Division, Mattel Brands. "With the launch of Barbie Girls V.I.P. we're giving girls more content than ever before, including the best fashion, beauty and social play, as well as many new games and an expanded Barbie Girls world. Online content is simply just a new toy, and we believe our quality content is well-valued with this new version of Barbie Girls V.I.P."

BarbieGirls.com has also launched Parents' Place, a dedicated micro site designed just for parents, with tools that EDUCATE and EMPOWER parents about online safety, as well as ENGAGE both parents and children in a dialogue about online play. Parents' Place launched in late April with a Parent Account feature, which allows parents to control their daughter's online settings. Since the launch of Parents' Place, more than 100,000 parent accounts have been created. Later this summer, BarbieGirls.com will expand Parent's Place with new interactive content designed to encourage a dialogue between parents and children about family "rules" surrounding online play.

"We know that while girls are the primary audience, it is critical that parents feel just as positive about their daughter's online experience at BarbieGirls.com. We want to provide both girls and parents the tools to have the safest and best online experience possible," continued Scothon. "Every parent has a different level of familiarity with online play, as well as different rules for their daughter's online experiences. Our goal is to support each parent's and daughter's choices in the online world in a way unparalleled in the virtual space."

Introducing Barbie Girls[TM] V.I.P.

Barbie Girls[TM] V.I.P. members can:

* Crown their own online character with a special virtual tiara

* Have total access to the Extreme DreamPark, a fantasy-themed adventure park which includes the Sparkle Coaster Race game and Purple Parlor

* Visit Tail Shakin' Tree House, a tree house just for pets

* Adopt their very own virtual pet, which lives in their room

* Give and receive makeovers in the Club Beauty[TM] spa

* Stage a fashion show in the Glam Gowns shop

* Invite friends to their personally designed rooms and visit their friends' rooms

* "Purchase" members-only fashions, accessories and more

* "Buy" V.I.P.-only furniture and room decor

* "Purchase" pet accessories

* Play multi-player games

* Send and receive gifts to online friends

* Earn and spend B Bucks[TM]

And, coming soon:

* Earn pink "diamonds" to spend on special prizes

* Play the Sparkle Coaster Race multi-player game

* Customize your character to show off your mood, hobbies, personality and more

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.

From June 24-June 27, Mattel will be in New York City; media interested in scheduling an interview can contact Michelle Chidoni at michelle.chidoni@mattel.com or (310) 252-3921.