Hot Wheels® Fuels The Need For Speed In Kansas

Popular Brand Pays Tribute to America's Automotive Heritage with Celebration in the City of Speed

EL SEGUNDO, Calif. (July 10, 2006) - Mattel today announced plans for a day-long Hot Wheels® festival in the city of Speed, Kansas on Sunday, August 6, to honor the rich automotive history of America's rural highways. The industry leader in die-cast cars expects a crowd of more than 5,000 people to descend on the small mid-western city (population 35), and invites collectors and automotive enthusiasts to join in the fun.

"Hot Wheels® is all about speed, power and performance, so holding an event in a city named Speed makes perfect sense," said Geoff Walker, vice president of Wheels Marketing, Mattel Brands. "Speed, Kansas, serves as a classic example of the car culture that emerged from small communities throughout the country where drag racing, engine tweaking and the whole muscle car movement were born, and that's what this event will be about. We're celebrating the need for speed in America."

Paying homage to these small town traditions, the celebration will kick off with a parade that is expected to be longer than the .2 square-mile city. Led by a life-sized Hot Wheels® car, the parade will end in a 45-acre field that will play host to the day's events. Activities currently slated include an extensive car show of classic vehicles and hot rods, a Miss Hot Wheels® pageant, a motorcycle show, food and local vendors, as well as a few show-stopping surprises. Attendees will receive a commemorative Hot Wheels® event car, while supplies last.

"When I first got the call from Mattel I thought someone was pulling a practical joke," said Denise Lyon, Mayor of Speed. "But then they came out and met with us, and we realized they were actually serious! This is the biggest thing that's ever happened in our city, and we hope all the Hot Wheels® and automotive enthusiasts that travel to the event feel at home in our community."

The event committee is currently soliciting entries for the car and motorcycle show, Miss Hot Wheels® contestants and vendors that would like to participate. All inquiries can be made to Jackie Swatzell at the Phillipsburg Area Chamber of Commerce at 785-543-2321 or [email protected].

Those interested in attending the free event should log on to www.hotwheelscollectors.com for details and periodic updates.

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®, the most popular fashion doll ever introduced. The Mattel family is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl® and Tyco® R/C, as well as Fisher-Price brands (www.fisher-price.com), including Little People®, Rescue Heroes®, Power Wheels® 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.