Mattel Brands Unveils a Robust Portfolio of Premier Partnerships and Innovative Properties across Boys, Girls, Games, Infant and Toddler Brands at 2009 Licensing International Show

Business Wire, June 01, 2009

Global Licensing Leader Announces Unparalleled Category Alliances With Jonathan Adler, Creative Design International, Buster Brown & Co. and More

LAS VEGAS -- Today at the 2009 Licensing International Show, Mattel, the world’s leading toy company, reveals its portfolio of best-in-class partners with new entertainment alliances, home décor offerings, products that inspire an active lifestyle and original branded play experiences for boys and girls of all ages.

“Mattel Brands leads the industry as both a pioneering licensor and a trusted licensee because we continue to demonstrate innovation within our portfolio of leading brands, through unique cross-branded partnerships and with first-of-their kind retail experiences,” said Neil Friedman, President, Mattel Brands. “We successfully align with other globally renowned partners to bring families innovative, quality co-branded products and experiences.”

Mattel Brands announces premier partners across numerous licensed categories, including entertainment, home décor, beauty, party décor/giftables, games, food and outdoor play products.

Additionally, Mattel has licensing agreements for a variety of popular kids’ properties, and works closely with leading entertainment companies, such as Disney, FOX, Warner Bros. and World Wrestling Entertainment, to name a few.

New premier partners and licensing agreements include:

Home Décor

• Barbie™ Loves Jonathan Adler – For Grownups: Barbie® Malibu Dream House® becomes a reality thanks to famed interior designer Jonathan Adler. Style and design décor enthusiasts who want to replicate Adler’s “happy chic” style and Barbie® doll’s Malibu mystique in their own homes can celebrate with a capsule collection of “Barbie™ Loves Jonathan Adler” décor pieces, including designer pottery, pillows, decorative objects and more. (available September 2009)

Beauty

• T3: The Barbie® brand extends its presence in the beauty category with T3, a premium hair tools and styling products company, for a limited-edition Featherweight blow dryer. T3’s award-winning dryer was used by celebrity-stylist Orlando Pita to style 50 models’ hair at the Barbie™ Runway Show at Mercedes-Benz Fashion Week in February. (available September 2009)
• Stila Cosmetics: Barbie® gets all “dolled up” with Stila, announcing the cosmetics company as its Official Prestige Makeup Partner for 2009. Stila is celebrating all things Barbie® by bringing Barbie® doll’s signature beauty looks to life with innovative, whimsical beauty products, including a limited edition spring collection of Beauty Cans and a Talking Eye Shadow Palette! This fall, a larger Barbie™ beauty program is slated to roll out. (Spring collection available now at Sephora 5th Avenue Stores and at sephora.com, Fall collection available September 2009)
• Markwins: Barbie® pairs up with Markwins to offer girls an unapologetically all-girl beauty collection. From lip gloss and lip balm to nail polish, eye shadow and more, the line features iconic Barbie® designs celebrating five decades of fashion and beauty play in a fun, stylish way. (available October 2009)

Party Décor/Publishing

• Amscan: Girls and boys will be able to celebrate their birthday’s this year with new Barbie™ and Hot Wheels™ party collections, including party tableware, decorations and favors. The line plays up Barbie® doll’s fashion and fun, while the Hot Wheels™ “Speed City” collection highlights the speed, power, performance and attitude of the Hot Wheels® brand with crash and stunt scene imagery. (available September 2009 at Party City and other party specialty retailers)
• Becker-Mayer: Barbie® and Becker-Mayer present the official 50th anniversary book highlighting Barbie® as a pop-culture and fashion icon, as well as an inspiration to girls globally. All Dolled Up: Celebrating 50 Years of Barbie®, includes nine interactive components such as a Barbie® fan club membership card and more than 350 dolls and fashions. (available September 2009)

Food/Candy

• Dylan’s Candy Bar: This sweet partnership brings together iconic Barbie® style along with the quality and fun of Dylan’s Candy Bar products to create a sassy and sweet line of candy by blending iconic Barbie® imagery and tongue-in-check sayings including, “Still in Mint Condition” mint tins, “Lips Like Sugar” Lipstick and chocolate high heels. (available now at Dylan’s Candy Bar store locations, Neiman Marcus and Fred Segal.)
• Hilco Corporation: Making racing sweeter than ever, Hilco Corporation and Hot Wheels® will launch candy-filled Tube Toppers and Dispensers. The Tube Toppers line offers two different automotive surprises on top of a sweet treat; including the Wind Up N’ Roll Car Track for your racing enjoyment and the Car and Stamper which boys can use to stamp images of their favorite Hot Wheels® cars wherever they are. The Candy Filled Race Car Dispenser is a free-wheeling car that not only looks cool, but is packed with candy for kids on the go. (available Holiday 2009)