EL SEGUNDO, Calif. (March 30, 2005) -- Ever wish you had instructions for how to find the perfect game for your next gift purchase, party or addition to game collection? Mattel, Inc. today announced a new initiative to help consumers locate the right games for their specific needs.
"Through extensive consumer research, we have discovered that consumers have a difficult time shopping for games because the games aisle can be overwhelming and difficult for them to determine what they want," said Phil Jackson, vice president, marketing, Mattel Brands. "We saw an opportunity to simplify the shopping experience, and our online and retail program helps consumers find the right game for the right time."
As part of this effort, Mattel has launched the www.mattelgamefinder.com web site to help consumers search for a game based on age, occasion, type or pricing. The site also offers the opportunity to sample select games and see how they are played, download game rules and locate retail stores where games can be purchased. In addition, the site will soon feature a list of upcoming regional events at retail outlets.
Scheduled for retail in spring of 2005, Mattel will feature color-coded packaging on their games, segmenting them by age group, number of players, duration of play, and key game attributes and benefits to aid in their search. Plans are being made to bring the segmentation to the entire game aisle in specific retail locations. In addition, Mattel is developing a handheld tool based on the key elements of the www.mattelgamefinder.com web site to help retail sales staff make appropriate recommendations to consumers.
About Mattel
Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie(R), the most popular fashion doll ever created.
The Mattel family is comprised of such best-selling brands as Hot Wheels(R), Matchbox(R), American Girl(R) and Tyco(R) R/C, as well as Fisher-Price brands (www.fisher-price.com), including Little People(R), Rescue Heroes(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 42 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.
