Mattel knows kids, evidenced by its continued leadership in both the toy and licensing industries. Mattel immerses youngsters in worlds filled with fantasy, imagination, trendy fashions, technology and age-appropriate inspiration for creative and aspirational play. With licensing representing more than $2.4 billion in retail sales worldwide and more than 15 different licensing categories, Mattel has more Fortune 500 partnerships than ever before.

"By taking the essence of a toy and/or the story that accompanies the toy, we can translate these concepts to different products that are relevant to children today," says Richard Dickson, senior vice president, Mattel Brands Consumer Products. "We are able to create new brand extensions that tie both the toy and its products seamlessly together."

For the first time, Licensing Show attendees can come physically "experience" the different "Worlds of" Mattel, as they bring their brands to life. Show-goers can walk through the Mattel booth and visit the Polly Pocket!(TM) penthouse, listen to the first Barbie(R) music CD, smell the new Barbie(R) and My Scene(TM) fragrances, and hop on the back of a motorcycle to experience the speed, power and performance of the Hot Wheels(TM) brand.

- Tuesday, June 8 - 11:30 am, Booth #3705: The "Worlds of" Barbie(R), where exciting news will be announced and performances presented (Invitation only)

- Wednesday, June 9 - 9:30 am and 11:30 am, Booth #3705: Skateboarding phenom Mitchie Brusco's Hot Wheels(TM) Stunt Show

BARBIE(R)

In 2004, Barbie(R) is introducing a new segmentation strategy based on content driven worlds. The story of each world will be told through movies, books, music and magazines delivered as added value in doll packaging. Once girls connect with the Barbie(R) brand through the stories, they will then demand the wide variety of products, including licensed products that complement each world.

Girls firmly and loyally connect with the Barbie(R) world, as it can be as rich and real as her own. How does Mattel know this? Barbie(R) remains the #1 girls brand in the world, with more than $3.6 billion in annual retail sales worldwide, outselling her nearest competitor two to one in 2003, according to NPD data. Barbie(R) is the #1 girl only Web site, with more than 36 million visitors every month, according to Media Metrix. And this year, the Barbie(R) brand continues to meet the expanding and extending demands of girls by focusing on fragrance, fashion, entertainment and music to create larger content-driven worlds and build an even greater emotional connection between girls and her brand.

Fashion

The Barbie(R) brand has firmly established itself as a fashion brand and continues to make forays into the exclusive world of fashion and beauty with key partnerships. With Love, Barbie(R) clothing will be available this fall exclusively at Federated Stores, such as Macy's, offering girls cool and trendy apparel. For adults, Nordstrom's across the nation currently features vintage T-shirts inspired by the 1959 Barbie(R) ranging from $40.00 - $60.00. These items are in addition to a hugely successful Barbie(R) couture adult fashion line available in Japan. Mattel has 16 stand-alone stores and is aiming to reach 20 by the end of 2004.

Fragrance

That light floral smell in the air is Barbie(TM) Eau de Toilette. Mattel has signed a deal with PUIG Beauty and Fashion Group -to bring the Barbie(R) brand essence of fun, energy and femininity to girls of all ages in her first scent: Barbie(TM) Eau de Toilette. Available exclusively for the first six months at Federated stores beginning late August, Barbie(TM) Eau de Toilette will be available in two sizes, 40 ml and 75 ml, for a suggested retail price of $15.00 - $20.00.

MY SCENE(TM)

Girls can now get a glimpse into the teen life they crave - from makeup to fashion and funky music and dances - as they delve into the world of My Scene(TM), a successful Mattel brand appealing to the fashion-savvy side of older girls, allowing them to discover and define their own signature style. Like many Mattel brands, My Scene(TM) has expanded dramatically from a line of dolls to include films and even a clothing line.

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.

POLLY POCKET! (TM)

Polly Pocket! (TM) is a giant in the small doll category, ranking #1 in smiles and sales. Winner of the 2003 National Retail Federation Award, everyone's favorite pocket pal offers more than 20 dolls and accessories. Attendees at the 2004 International Licensing Show can experience the "World of" Polly Pocket!(TM) at the "Polly Penthouse," complete with funhouse mirrors that will bring them down to pocket size, and the different fashions of Polly Pocket!(TM), where they will be able to try on her different clothes.

HOT WHEELS(TM)

Hot Wheels(TM) continues to be one of Mattel's strongest and fastest-growing brands by expanding into key male-relevant categories, and introducing exciting partnerships and sponsorships to support the core brand values of authenticity, speed, power and performance.

Mitchie "Little Tricky" Brusco is a seven-year-old skateboarding phenomenon and the new Hot Wheels(TM) spokesperson. Mattel has partnered with Liberty Group Products to license Mitchie-inspired skateboards available this fall for $24.00 and Hot Wheels(TM) bikes.

Simms Snowboards has also signed up to license high-end, authentic Hot Wheels(TM) snowboards. These boards are available in kid and adult sizes for $179.99 and $529.99 respectively. Finally, Hot Wheels(TM) has even gone beyond sporting goods and accessories to introduce a line of clothing designed just for boys: Hot Wheels(TM) California muscle car-inspired retro T-shirts, currently available at Nordstrom stores for$25.00 - $30.00. In addition, Thor, a leader in authentic motor-cross apparel and equipment is introducing a full line of Hot Wheels(TM) products.

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."