The license has been expanded to encompass all properties from Nickelodeon's children's television programming services, as well as Nickelodeon's motion pictures division, Nickelodeon Movies. The new agreement, which also features preschool toys, includes characters and properties from Nickelodeon, Nick Jr., Nick at Nite, TV Land and GAS (Games and Sports), the network's newest digital channel.

``Because of Nickelodeon's tremendous success in kids entertainment our relationship over the past eight years has grown from a single product license to a much broader agreement,'' said Matt Bousquette, president of Mattel's Entertainment division. ``We're very pleased and look forward to developing a wider range of family entertainment products based on Nickelodeon's entertainment properties.''

``Mattel really understands our connection to kids,'' says Leigh Anne Brodsky, senior vice president, Nickelodeon Consumer Products. ``By forging this tremendous, far-reaching partnership, we will become an even bigger part of kids' lives through the many inventive products we create together with Mattel.''

Also announced as part of the global partnership, Mattel will be the master toy licensee for Nickelodeon's International franchise properties, Rugrats and Blue's Clues, in more than 30 countries.

``Rugrats is a global phenomenon due largely to the creativity and vision that Mattel has brought to the partnership,'' says Kathleen Hricik, Executive Vice President International Program Enterprises, Nickelodeon International. ``We look forward to expanding this successful relationship with Blue's Clues and future global franchises.''

Mattel began its relationship with Nickelodeon in 1992, with the licensing of one entertainment property: Gak. During the past eight years, the relationship has grown to include Nickelodeon's powerhouse brands, such as Rugrats, Blue's Clues and The Wild Thornberrys.

Last year, three out of the top 10 best-selling large feature dolls in the U.S. were Mattel's Rugrats dolls -- Stop My Hiccups Baby Dil, Snooze 'N Surprise Baby Dil and Make-Up Pretty Angelica -- according to NPD's TRST (Toy Retail Sales Tracking service) data.

Upcoming entertainment property toys for this year include The Wild Thornberrys and characters from Nickelodeon Movies' upcoming feature film ``Rugrats In Paris -- The Movie.'' For 2001, toy lines will include SpongeBob SquarePants and ``Jimmy Neutron Movie 2001.''

In a separate deal with Mattel Interactive, Nickelodeon renewed rights for Wild Thornberrys (all interactive platforms), Blue's Clue's (video games) and Rugrats (CD-Rom) and have granted rights for Jimmy Neutron (all interactive platforms).

Mattel, Inc. is a worldwide leader in the design, manufacture and marketing of family products. With headquarters in El Segundo, Calif., Mattel has offices and facilities in 36 countries and markets its products in more than 150 nations throughout the world.

Nickelodeon, which celebrated its 20th birthday in 1999, has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the U.S. and around the world, plus consumer products, online, recreation, magazines, books and feature films. Nickelodeon's U.S. television network is seen in more than 75 million households, and has been the number one rated cable network for three consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.

[Posted 5/04/2000]