LONDON - 31st May 2011 - Fisher-Price, Inc., a subsidiary of Mattel, Inc. and one of the world's largest manufacturers of infant and preschool toys, has been unveiled as Entertainment One's (eOne) new pre-school toy partner in the USA for Peppa Pig.

Leading toy manufacturer Fisher-Price is on board to develop a comprehensive toy line based on the animated TV series which will target the pre-school market pending negotiation of the final details of the relationship between the parties.

As the first licensing partner for Peppa Pig in the US, Fisher-Price represents a significant first step in eOne's strategy to build a strong licensing programme for the brand in the USA. eOne will look to replicate the success of the UK toy category which launched in 2005. Peppa Pig ranked as the UK's No. 1 Pre-School property in the total toy market for 2010 according to NPD data.

Andrew Carley, Head of Licensing at Entertainment One, comments: "The appointment of Fisher-Price is an exciting development in the expansion of Peppa Pig in the US and sets the standard for future partners to the American licensing programme. Partnering with such a prestigious toy licensee in the US at this stage in the property's evolution is testament to the strength of the US broadcast figures, the proven success of the brand in the UK and the confidence many have that the brand will be a big hit with US consumers."

Susie Lecker, Senior Vice President for Fisher-Price Friends, says, "Fisher�Price is very pleased to partner with eOne to bring a character of this quality to the US market. Peppa Pig is such a warm, endearing, and relatable personality, and the stories offer a wholesome message that families really appreciate. We know how much children love to play out the adventures they see on TV - as well as dream up their own - so we're really excited to be developing a line of Peppa Pig toys."

About Entertainment One
Entertainment One Ltd. (LSE:ETO) is a leading international entertainment company that specializes in the acquisition, production and distribution of film and television content. The company's comprehensive network extends around the globe including Canada, the U.S., the UK, Ireland, Benelux, France, Germany, Scandinavia, Australia, New Zealand and South Africa. Through established Entertainment and Distribution divisions, the company provides extensive expertise in film distribution, television and music production, family programming and merchandising and licensing. Its current rights library is exploited across all media formats and includes more than 20,000 film and television titles, 2,500 hours of television programming and 45,000 music tracks.

About Fisher-Price
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NASDAQ:MAT) located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world. The company's legacy of high quality toys has enhanced early childhood development for more than 80 years. The Fisher-Price Play Laboratory, celebrating its 50th anniversary this year, was the first child research center of its kind in the industry. Herman Fisher established the Play Lab to observe real children playing with the company's toys during various stages of development. The Play Lab remains at the heart of product development today. Some of the Company's best-known "classic" brands include Little People®, Power Wheels® and View-Master®. Fisher-Price is also a leading developer of baby gear products (infant swings, bouncers, high chairs), as well as a wide array of character-based toys inspired by high quality children's programming such as Dora the Explorer™, Kung Fu Panda 2™, Mickey Mouse Clubhouse, Penguins of Madagascar™ and Thomas & Friends™. The Company's web site, http://www.fisher-price.com, provides valuable information and resources to parents and grandparents.