Mattel Boys Brands

MATTEL'S BOYS BRANDS AND GAMES PROPERTIES ADD MUSCLE, MAGIC AND MYSTERY TO LICENSING MIX.

EL SEGUNDO, Calif. (June 10, 2003) - Premier properties in wheels, entertainment and games are shifting into high gear with supercharged licensing and marketing initiatives from Mattel Brands Consumer Products. Marquee boys brands such as Hot Wheels®, Matchbox® and He-Man® and the Masters of the Universe®, are revved-up for success in key categories, while all answers point to YES! when it comes to extending the brands of top games including Magic 8 Ball®, Uno® and Pictionary®. Licensed products for Mattel's boys' and games brands can be found in categories including apparel, toys, home furnishings, party goods, publishing, stationery and more.

"As part of our overall extension strategy, we will continue to focus on our core consumer while leveraging our portfolio of evergreen properties to bring relevant product and "age-up" the brands to new audiences," said Richard Dickson, senior vice president, Mattel Brands Consumer Products. "The combination of unparalleled sales, consumer recognition and life-long loyalty has set the stage for key brand extensions and increased growth throughout 2003."

Hot Wheels® Hits the Road

For more than 35 years, Hot Wheels® cars have been key to jump-starting the imaginations of young boys. Now, the leading toy brand for boys is providing tweens and teens with a line of licensed apparel and authentic action-performance sporting goods that match their fearless attitudes. From BMX bicycles and authentic skateboards to adult automotive aftermarket accessories and car care products, the Hot Wheels® brand is reaching today's guys with an edgy product line.

A group of the most respected athletes in extreme sports will showcase the line of Hot Wheels™ licensed products during the 40-city Hyper-Hot Wheels™ stunt show. Featuring live demonstrations from action sports athletes including John Parker, Dave Voelker and Reuel Erickson, the mobile event will include a ramp course transported on a tractor-trailer and will tour locations throughout the United States this summer and fall.

In addition, The World's Coolest Car Company™ will team up with the world's most famous skateboarding champ to bring Tony Hawk's Boom Boom Huck Jam Tour 2003 to more than 30 cities across the U.S. and Europe. An estimated 250,000 fans are expected to see Tony Hawk, John Parker, Matt Hoffman, Carey Hart and others demonstrate tremendous tricks and stunts in major sports arenas throughout the fall.

Racing to the Rescue

Heroic young boys have been playing with rescue, construction and action-adventure Matchbox® die-cast vehicles for more than 50 years. In 1999, the trusted toy brand expanded its successful vehicle line to include an all-encompassing licensing program. Since that time, Matchbox™ licensed products have seen an incredible 350 percent growth in categories that include apparel, accessories, collectibles, home furnishings, party goods, publishing, stationery, toys and electronics. Since the average boy owns more than 30 Matchbox® cars, they have all of the tools in place to act out courageous rescues by day and night.

The Masters of the Universe® Master the Universe of Licensed Products

As one of the most successful brands ever produced, the Masters of the Universe® brand represents the ultimate in the battle of good vs. evil. While "The Most Powerful Man In the Universe" keeps busy protecting Eternia® from the evil-doings of his archrival, Skeletor®, a whole new generation of fans and collectors is getting better acquainted with this unparalleled entertainment property.

Since it was re-introduced in 2002, the Masters of the Universe® brand has been ranked as the number one new action figure brand according to TRST analyses by the NPD Group. Consumer products in more than nine categories complemented the re-launch of the popular 80s brand in apparel and accessories, collectibles, footwear, headwear, home furnishings, party goods, publishing, stationery, and toys and electronics categories.

Games for the Whole Family

Games provide an opportunity for families to get together and spend time with one another, laughing, learning and playing. Mattel manufactures some of the world's most popular games including Uno® and Pictionary®. The success of Mattel's games has led to an expansive licensing program geared toward tweens and adults alike.

Looking into the future became easier in 1996 with Mattel's release of the Magic 8 Ball®. Popular television shows such as "Survivor: The Amazon", "Friends," "Trading Spaces," "Blind Date," "Drew Carey" and "Dawson's Creek" have all used the question answering toy to seek answers to their pressing questions about life, love and the pursuit of happiness. The overwhelming success of the Magic 8 Ball® led to Mattel saying YOU BET! to a licensed products expansion in 2002 including apparel and stationery. Will Magic 8 Ball® licensed goods be sold at a major retailers throughout the country? The answer is: WITHOUT A DOUBT.

ABOUT MATTEL, INC.

Mattel, Inc., (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie®, the most popular fashion doll ever introduced. The Mattel family is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, and Fisher-Price® which also includes Little People®, Rescue Heroes™, Power Wheels® as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 27,000 people in 36 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands --- today and tomorrow.