El Segundo, Calif. (June 8, 2004) - Mattel and Miramax Home Entertainment today announced an exclusive partnership that calls for Mattel to produce its first direct-to-video full-length animated movie featuring the hip, trendy My Scene(TM) girls, and Miramax Home Entertainment to distribute the movie. The joint announcement was made at International Licensing Show by Mattel executives and Harvey Weinstein, co-chairman, Miramax Films. The My Scene(TM) movie is in production and will be released in fall 2005, and follows on the heels of the successful release of the first My Scene(TM) entertainment experience, "Jammin' in Jamaica(TM)," an in-package DVD released earlier this year which also aired on Nickelodeon June 6. Additionally, the My Scene(TM) "Masquerade Madness(TM)," in package-DVD will be available in fall 2004 and is also slated to air on Nickelodeon this fall.
"Partnering with Miramax - a clear leader in entertainment and feature film - allows us to tell the story of the My Scene(TM) girls and how they celebrate the key moments of being a teen," said Matt Bousquette, president, Mattel, Inc. "Tween girls aspire to be part of that world, and at Mattel we have already established strong characters, product lines and web presence for My Scene(TM). This partnership with Miramax complements our position as the leader in girl's lifestyle brands and fills a gap in the current Home Entertainment market for older girls."
"We are honored to add the My Scene(TM) girls to our stable of talented leading ladies and to add Mattel to the Miramax family," said Harvey Weinstein, co-chairman, Miramax Films. "My Scene(TM) perfectly fits Miramax's New York sensibility and the girl's individuality, creativity and culture will lend to the creation of great home entertainment."
The acquisition of the property was handled for Miramax by Lori Sale, executive vice president of Worldwide Promotion and Jeffrey Tahler, vice president of acquisitions. The deal was negotiated for Miramax by Charles Layton, executive vice president, office of the co-chairman, and David Miercort, senior vice president of acquisitions and business affairs. Steve Ross, senior vice president, worldwide entertainment and business development, who led negotiations with Karen Green vice president legal and business affairs, managed the deal for Mattel.
My Scene(TM) has gained great popularity with girls in just under two years. Each My Scene(TM) girl is featured on www.myscene.com with her own page that includes a personality profile and online journals, allowing insight into the unique qualities of each friend; www.myscene.com is currently the #4 Web site for girls, with more than 13 million visits per month, according to Media Matrix.
Tweens worldwide have been drawn to the My Scene(TM) gang that allows them to discover and define their own signature style. For example, uptown girl Madison(TM) is a shopping queen. Chelsea(TM) doll's Bohemian scene is artsy and active while sporty Nolee(TM) is the group's artist and resident astrological expert. Delancey(TM) is a California-chic surfer girl, while Kenzie(TM) adds some southern sass to the group. Additionally, look for exciting, new celebrity friends to join the My Scene(TM) girls in 2005.
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 introduced. The Mattel family of toys and games is comprised of such best-selling brands as Hot Wheels(R), Matchbox(R), American Girl(R), and Fisher-Price(R), which also includes Little People(R), Rescue Heroes(TM), Power Wheels(R), as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 36 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.
About Miramax
Miramax Films, founded by Bob and Harvey Weinstein in 1979, has released some of the most critically acclaimed and commercially successful independent feature films, including fourteen Best Picture nominations over a span of the past twelve years: Chicago, Gangs of New York, The Hours, In the Bedroom, Chocolat, The Cider House Rules, Shakespeare In Love, Life Is Beautiful (La Vita � Bella), Good Will Hunting, The English Patient, Il Postino (The Postman) and The Piano as well as twenty-three Best Foreign Language Film nominations over the past sixteen years including The Barbarian Invasions, Twin Sisters, Amelie, Life Is Beautiful, Kolya, Mediterraneo and Cinema Paradiso.
Miramax Home Entertainment has acquired and released several family franchises recently such as "Air Bud," "MVP" "Pokemon," and "In Search of Santa."
