EAST AURORA, NY - To help promote greater understanding of people with disabilities, Fisher-Price� has announced the introduction of Aiden Assist�, the first differently-abled action figure, to its popular line of Rescue Heroes� toys. The latest hero to join the line of "cool guys who are good guys" was developed by Fisher-Price, the world's leading maker of infant and preschool toys, with the help of the National Lekotek Center, the leading national expert on toys and play for kids with disabilities.

As part of the collaboration, the National Lekotek Center worked with Fisher-Price on all stages of product development, from conceptualization to the finished product. The process included Lekotek's input on how the Aiden Assist character will encourage children to accept and embrace the many ways that people are special and different.

"Children use toys and play to help understand the world around them, and that's why we applaud Fisher-Price's initiative to create an action hero like Aiden Assist who happens to have a disability." stated Helen Hilken McCarthy, Executive Director of the National Lekotek Center. "A toy like this shows children - and reminds the rest of us! - that we all have strengths as well as things that are challenges for us. Just as Aiden powers his way to the rescue and cuts through tough barriers with the big saw he carries, we hope he will break down some barriers to understanding - and celebrating - the differences among people."

The National Lekotek Center will continue to assist Fisher-Price with the launch of Aiden Assist by reviewing the content of promotional materials and serving as a consultant with respect to the product. The Lekotek logo and toll-free Lekotek Toy Resource Helpline will appear on the Aiden Assist Rescue Heroes figure packaging as well.

"We are glad to be working with Lekotek and to welcome Aiden Assist to the Rescue Heroes ranks. It is our hope that this promotes a better understanding of the differences among people, and also encourages all kids, with or without disabilities, to positively affect the lives of others. Aiden Assist demonstrates that every individual contributes to a team, and we believe that is a very positive message for today's preschoolers." says Jerry Perez, Executive Vice President of Marketing and Design at Fisher-Price.

As part of the Highway Heroes� team, Emergency Medical Technician (EMT) Aiden Assist races to the scene in his high-performance wheelchair ready to offer aid and assistance to stranded motorists and accident victims. Aiden, who cites his own heroes as the young athletes who participate in the Special Olympics, identifies his greatest accomplishment as overcoming his own physical challenges to become an EMT and part of the Rescue Heroes team. By doing so, he delivers an important and resounding message to kids: "Just because people look different on the outside doesn�t mean they�re different on the inside. Take the time to get to know somebody who looks different than you and you just might find out you have a lot in common!"

The Rescue Heroes line, which includes Firefighters "Billy Blazes�" and "Wendy Waters�," Astronaut "Roger Houston�," Police Officer "Sergeant Siren�," and Physician "Perry Medic�," among others, has been in high demand since it's introduction in 1998. This collection of real-life heroes is the first and only line of non-violent action figures for preschoolers. To find out more about Aiden Assist and the Rescue Heroes program, log onto www.rescueheroes.com.

Located in Evanston, Illinois, the National Lekotek Center is a not-for-profit organization dedicated to making play accessible to children with special needs. For additional information on toys, books, computers, and play activities for children with disabilities, please call the Lekotek Toy Resource Helpline at 1-800-366-PLAY or visit the Lekotek website at www.lekotek.org.

Fisher-Price, Inc., a wholly-owned subsidiary of Mattel, Inc located in East Aurora, New York, is the leading brand of infant and preschool toys in the world and also offers an extensive line of juvenile products that help families get the best possible start in life. Celebrating over 70 years of excellence in children's products, some of the Company's best known "classic" brands include Little People�, Power Wheels� and View-Master�. The Fisher-Price brand also appears on toys based on the most popular and widely recognized character brands - from Bear in the Big Blue House�, Blue's Clues� and Disney, to VeggieTales�, Between the Lions�, and Sesame Street�. The Company's web site can be found at www.fisher-price.com, providing valuable articles and resources to new and expectant parents.