MattelShop.Com Offers Shoppers Easy Gift-Giving Solutions and Delivers a Social Online Shopping Experience

EL SEGUNDO, Calif. -- October 22, 2009 -- Mattel, Inc. today, announced the launch of MattelShop.com, an online shopping destination committed to delivering play everyday by offering a complete selection of Mattel products, informative content, and an immersive social shopping experience.

"We have developed a unique online shopping destination that is playful, social and informative," said Chuck Scothon, General Manager & Senior Vice President, Mattel Digital Network. "The MattelShop.com serves as a research and shopping tool allowing parents, grandparents and gift-givers alike to choose the best toys for children this holiday season."

Mattel conducts research just about every day of the year to better understand kids and parents. Combining rich proprietary research and an understanding of how kids play along with how consumers shop online, MattelShop.com is designed to be easy and intuitive for every shopper. Once on the homepage, Mattel's own Dr. Michael Shore, Vice President of Worldwide Consumer Insights, takes visitors through a simple guided tour of the site's key features and general layout.

The MattelShop.com features innovative tools including ShopTogether®, a social shopping tool from DecisionStep® that allows anyone to browse the site together with family and friends regardless of whether they are across town or around the world. The ShopTogether® feature allows shoppers to chat in real time regarding the toys they like most, just like one would do on a shopping trip.

The site includes a complete catalog of Mattel's popular brands such as Barbie® and Hot Wheels® plus many other toys, games and licensed products from the entire Mattel Brands portfolio which includes favorites such as Matchbox® and Polly Pocket™. Shoppers are can choose to shop by age, gender, play preference, or find the hottest new products on the big or small screen from Mattel's entertainment related portfolio.

MattelShop.com ecommerce innovations include:

Shop Together®: MattelShop.com shoppers will be able to invite friends and family to browse the website with them, so they can see what products others are looking at and "talk" about them at the same time using real-time chat.

ConciseClick: When watching videos, this rollover-and-click technology provides a description, price and opportunity to drop products immediately into a shopping cart.

Play Pattern Navigation: Shoppers can navigate the site based on child's play behaviors.

Shoppers can also become fans of the MattelShop.com on Facebook to get the inside scoop on what's hot for the holidays, follow the Mattel Shop on Twitter for updates and special promotions and subscribe to the Mattel Shop YouTube Channel to view product content.

About Mattel

Mattel, Inc., (NASDAQ: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®, 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.