Mattel(R) Makes Holiday Shopping Stress-Free for Adults and Fun for Kids

TORONTO, ONTARIO, Oct 08 (MARKET WIRE) --
Mattel Inc. (NYSE: MAT) -

Attention: Lifestyle and Assignment Editors

Note to Editors: There are two photos available with this Press Release

It's that time of year again - children are starting to make their
holiday wish lists and parents are racing to get a head start with the
shopping. To help overwhelmed Canadians stay hip to the coolest toys for
kids this season, Mattel(R) has created www.mattelfun.ca, an easy-to-use
holiday web site that is informative for parents and fun for kids.
Starting today, Canadians can visit www.mattelfun.ca to explore the
hottest toys this year for girls and boys of all ages at a variety of
price points, including revitalized classics from Fisher-Price(R),
Barbie(R), and Hot Wheels(R), as well as new favourites from Tyco(R),
Polly Pocket(R) and Mattel Games.

"The holidays can be overwhelming at the best of times. We want to
provide some relief for Canadian shoppers and give families more time to
spend together over the holidays," says Reidin Goode, senior marketing
manager, Mattel Canada Inc. "We created www.mattelfun.ca as a fun and
easy information site for parents and children alike. Parents can learn
about the hottest and most innovative toys this season and kids can
create their own wish-lists to share with their family."

By visiting www.mattelfun.ca, Canadians can browse Mattel's extensive
"Toy Store" toy catalogue or use the Toy Recommender to sort through
suggestions for toys by age and gender and find gifts for kids who are
often tough to shop for. The Toy Store includes over 60 great gift ideas,
including classics that parents may remember from their own childhood
such as the Fisher Price(R) Little People(R) toys as well as new,
trend-setting, innovative gift ideas such as the Matchbox(R) Rocky the
Robot Truck(TM). Shoppers can also view detailed information about
individual toys including where they are available for purchase, helping
to avoid any unnecessary trips to the crowded malls.

"Toy shopping can be a challenge especially during the holidays, but in
today's tough economy, Canadians are particularly mindful of getting the
most bang for their buck when purchasing gifts," explains Goode. "That is
why Mattel is conscious of ensuring that we have a great assortment of
gift ideas at a variety of price points. At www.mattelfun.ca it is easy
to search for gifts for every budget."

Kids can also ring in the fun and get into the holiday spirit by ranking
their most-wanted toys and creating a wish-list on the site. Once
completed, they can then email their lists directly to family and friends
or post them on social networking sites like Twitter and Facebook, so
others can easily view the list and shop for the perfect holiday gift.

Kids can also have a great time playing the Save Toyland game that is
included on the site. In the game, kids can search through four different
levels for a variety of hidden holiday toys. All the toys featured are
included as part of Mattel's hot holiday picks for 2009.

To check out the site, visit www.mattelfun.ca

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 the 100
Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among
the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical
manufacturing practices, Mattel marks a 10-year milestone in 2007 for its
ever-evolving Global Manufacturing Principles and focus on sustainable
business practices. With global 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.

To view photo 1 available with this press release, please visit the
following link:
http://www.marketwire.com/library/20091006-MattelHoliday1800.jpg

To view photo 2 available with this press release, please visit the
following link:
http://www.marketwire.com/library/20091006-MattelHoliday2800.jpg

Contacts:
For more information on www.mattelfun.ca or for some great
Mattel holiday gift ideas, photos or samples please contact:
GCI Group
Naz Araghian
416-486-7225
naz.araghian@gcicanada.com

GCI Group
Lisa Libin
416-486-5907
lisa.libin@gcicanada.com

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