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

Branded Experience

• Palms Casino Resort: Barbie® is partnering with the Palms Casino Resort to the launch the first-ever Barbie™ Suite. Barbie® doll’s custom decor and signature pieces from her real life Malibu Dream House® will now be at The Palms Casino Resort where girls of all ages can experience the fun and fantasy of the Barbie® Dream House® first hand. Designed by famed “Happy Chic” interior designer Jonathan Adler, this suite is the ultimate Vegas destination for bachelorettes, birthdays and anyone who wants to be pampered in pink. The Barbie™ Suite includes skirted, corseted, laceup “dress” chairs, a sunburst mirror made from 65 Barbie® dolls, several pieces from the Barbie™ Loves Jonathan Adler home décor collection and artwork featuring the Original 1959 Barbie® doll and the new Bathing Suit doll. (available June 2009)

Role Play Toys

• Creative Design International: Creative Designs International is giving boys the opportunity to experience the automotive world through a new series of Hot Wheels® role play toys. These include the Fix ‘N’ Go Toolbox*, giving boys the chance to fix and tinker with cars just like in an auto shop; the Repair N’ Rev Engine, where boys use a 23-piece role play tool set that will make their car rev louder and stronger; the Pit Crew Racer, where boys can imagine working in the “pit” and sending their driver towards the checkered flag; the Red Line Racer* interactive helmet and steering wheel, which puts boys in the drivers set with lights and more than 20 sound effects; and the deluxe Turbo Racing Gear, featuring a racing jacket, goggles, and steering wheel allowing boys to live out their racing fantasies. (available Fall 2009)*Preliminary names; subject to change

Apparel and Footwear

• Buster Brown & Co.: Fisher-Price® and best-in-class footwear partner, Buster Brown, joined to launch new infant and toddler footwear. The footwear features the innovative Fit-Zone® technology which allows parents to gauge their child’s shoe size without a fitting. Nine fashionable styles were introduced in the spring, with additional styles being added later this year. (available Spring/Fall 2009)
• Mayfair: Fisher-Price® and new partner Mayfair introduced a fun, playful fashion apparel line for children, featuring graphics of popular Fisher-Price® toys like the Chatter Telephone® and Buzzy Bee pull-toys. The new collection of children’s playwear includes 16 styles of tops and bottoms, with an additional 32 new styles being introduced this Fall. (available Spring/Fall 2009)

BabyGear

• AD Sutton: Baby accessories manufacturer AD Sutton teamed up with Fisher-Price® to introduce fashionable new diaper bags, gifts and layette sets. The new items are part of the new Precious Planet™ Collection, featuring adorable baby animals like monkeys, giraffes and polar bears. (available Spring 2009)
• Hamco: Fisher-Price® extended its new Precious PlanetTM theme into relevant complementary categories by collaborating with new partner Hamco to introduce bath accessories and bibs this year. (available Spring 2009)