Mattel Announces Extensive Portfolio of Licensing,Promotional and Distribution Partners for Launch of NewHot Wheels Battle Force 5 Entertainment Property

Battle Force 5 Licensing Extensions Will Allow Boys of All Ages the Chance to
Re-Create the Show`s Exciting Adventures
EL SEGUNDO, Calif.--(Business Wire)--
Mattel, Inc. (NYSE: MAT) is announcing a full complement of licensing,
promotional and distribution partners to support the launch of its new original
animated series debuting on the Cartoon Network, Hot WheelsBattle Force 5, at
Licensing International Expo in Las Vegas this week.

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.

"Battle Force 5 features a new and exciting entertainment concept with plenty of
crash and bash vehicular combat our fans have never seen before," said Tim
Kilpin, General Manager, Mattel Brands' Girls, Boys & Games Division. "In
addition to the toy line, Battle Force 5 gives us a unique opportunity to bring
the excitement of the show to life for boys through a variety of dynamic
licensees, offering a wide range of products, from apparel and role play to
publishing and videogames."

Hot WheelsBattle Force 5 makes its series debut on Saturday mornings beginning
in late-August on Cartoon Network, the number one network for boys. The network
will also provide full promotional support for the show. In addition, Hot
WheelsBattle Force 5 will begin airing internationally this fall, beginning with
Canada`s TELETOON network, on Sunday, September 6. Full episodes of Hot
WheelsBattle Force 5 will be available on DVD by Warner Home Video.

Toys:

The Hot WheelsBattle Force 5 line features a full range of toys for boys, with
highlights including two different assortments of 1:24 scale battle vehicles and
figures, a 1:64 scale vehicle assortment, a trackset and 1:64 vehicle assortment
two-packs with a DVD containing the first episode of the show. The full Hot
WheelsBattle Force 5 line will be sold at major retail stores nationwide
beginning in October 2009.

Video Games:

Activision Publishing, Inc. will bring the heart-pounding, adrenaline-rushing
excitement of Hot WheelsBattle Force 5 to Wii and Nintendo DS platforms this
November, giving kids an entirely new way to experience the action of the
television show. Gamers can choose to be members of the Battle Force 5 team or
the show`s evil team villains, The Sark and The Vandals.

Additional Consumer Products:

Hot WheelsBattle Force 5 will also feature an extensive collection of nearly 30
licensed products for boys across 15 categories. Items and partners include role
play toys by Creative Designs International; apparel by Freeze, AME and
Handcraft; footwear by ACI International; and publishing titles by Del
Rey/Random House and Firebrand Media. A full list of licensee partners and
product categories are listed below.

Promotional Support:

The series will also include promotional support from McDonald`s later this year
and additional support in 2010.

Additionally, starting in late 2009, Royal Caribbean International will feature
an exclusive Hot Wheels Battle Force 5 promotional program.

About Mattel, Inc.

Mattel, Inc. (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, the most popular fashion doll ever
introduced, Hot Wheels, Matchbox, American Girl, Radica and Tyco R/C, as well as
Fisher-Price brands, including Little People, Power Wheels and a wide array of
entertainment-inspired toy lines. In 2009, Mattel is recognized among the "100
Best Corporate Citizens," as one of the "World's Most Ethical Companies" and as
one of FORTUNE Magazine`s "100 Best Companies to Work For." With worldwide
headquarters in El Segundo, Calif., Mattel employs approximately 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.

© 2009 McDonald`s

© 2009 Mattel, Inc. All Rights Reserved.

MAT-W

Full List of Hot Wheels Battle Force 5 Licensees, Partners and Products:

Accessories

* Accessory Innovations (backpacks, messenger bags, wallets and small leather
goods)
* Armitron (watches)
* Pan Oceanic (sunglasses)
* Planet Sox (socks)

Apparel

* AME (sleepwear)
* Children`s Apparel Network (sportswear)
* Freeze (t-shirts)
* Handcraft (underwear)

Electronics

* Oregon Scientific (electronic learning aids)

Footwear

* ACI International (athletic shoes, sandals)

Gifts & Collectables

* EnterPlay (trading cards)

Home

* Jay Franco (bedding)
* Kids Only, Inc. (table and chair sets)
* The Northwest Company (throw blankets)
* Thermos (lunch boxes)
* Trudeau Corporation (plates and cups)

Interactive Media

* Activision Publishing, Inc. (video games)

Party

* Anagram (balloons)

Publishing

* Del Rey/Random House (graphic novels)
* Firebrand Media (magazines)

Role Play

* Creative Designs International (role play items, including, two-way walkie
talkies, dress up sets and visors)

Sporting Goods

* Bravo Sports (skateboards)
* Dynacraft (bikes)

Promotional Support

* McDonald`s
* Royal Caribbean

Video

* Warner Home Video (DVD)

Mattel, Inc.
Chris Volk, 310-662-3558
Chris.Volk@mattel.com
or
Ketchum
Rachel Cooper, 310-266-9539
Rachel.Cooper@ketchum.com

Copyright Business Wire 2009