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

Games

• Fundex Games, Ltd: Barbie® and Hot Wheels™ team up with Fundex Games to offer the ultimate game time collection. The Barbie™ “pink-inspired” game collection speaks to the little fashionista in each of us; featuring the only pink-fashioned girl card and Domino games on the market. Fathers and sons can spend time together with car-inspired games and puzzles like the Hot Wheels™ Make ’em Move special feature puzzles with moveable “car part” pieces and the Hot Wheels™ Body WorX Lunch Box Game; packaged in a reusable lunch box tin so players can take it anywhere. (available Fall 2009)

Electronics

• SDI Technologies: Barbie® has joined hands with SDI Technologies the makers of iHome products to develop a line of Barbie® inspired MP3 docking stations and portable stereos that will appeal to girls of all ages. The line will launch with 6 different fun styles from on-the-go sport cases for your MP3 players to portable stereo speaker systems. (available at TRU Fall 2009)

Outdoor Play

• ToyQuest: Barbie® teams up with ToyQuest to create a comprehensive collection of seasonal products providing girls with fun experiences filled with plenty of pink! Several key categories include inflatable pools and pool toys, sand boxes and accessories, bubbles, sprinklers, chalk, and garden tools that will hit retail shelves in time for spring 2010.
• J. Lloyd International: The maker of the Original Big Wheel has partnered with Barbie® and Hot Wheels® to create a new ride on vehicle. Boys will have some seriously big fun riding and driving with an impressive 16-inch front-wheel leading the way. (available Spring 2010)
• Dynacraft: Dynacraft and Hot Wheels® help boys race to the finish line with the Hot Wheels™ Rev Grip Bike. Dynacraft, a leader in the bicycle and scooter industry, offers the only bike on the market that has a “rev” grip on the handlebar that makes motorcycle “revving” sounds, allowing boys to safely speed through their neighborhood streets. (available now.)

Entertainment

• Hot Wheels® Battle Force 5™: In late August 2009, Mattel will debut an original animated television series - Hot Wheels® Battle Force 5™ on Cartoon Network. Featuring eye-catching CGI animation, Battle Force 5™ transports kids into a fantasy world where they will meet an elite team of drivers in five ultra-cool, ultra-fast vehicles. They’re teens, they’re turbo-charged and they must work together using their armored battle machines to save the Earth from the most outrageous galactic predators.A comprehensive licensing portfolio featuring nearly 30 products for boys across 15 different consumer products categories will allow boys of all ages to re-create their own Hot Wheels® Battle Force 5™ adventures, including: accessories (backpacks, messenger bags, wallets, watches, sunglasses, socks), apparel (t-shirts, sportswear, sleepwear, underwear), footwear (athletic shoes, skate shoes, sandals), home décor (bedding, throw blankets, table/chair sets, lunch kits, dinnerware sets), publishing (graphic novels and magazines), gifts & collectibles, role play, electronics, interactive media, party supplies and sporting goods. (available Fall 2009-Spring 2010)