Mattel® Unveils The Future Of Play With Hot New Properties And Must-Have Toys At The 2013 New York International Toy Fair

This week, at the New York International Toy Fair, leading toymaker Mattel, Inc. (NASDAQ:MAT) will showcase its newest toys that transcend the traditional playroom. Delivering on three key business strategies of innovating core brands, developing new franchises and optimizing best-in-class entertainment licenses, Mattel once again brings magic to play.

“We engage with kids where they are today through rich content, innovative toys, and real-world experiences that bring our trusted portfolio of brands to life,” said Lisa McKnight, SVP Marketing North American Division. “We continue to shape the future of play by extending engagement both inside and outside of the toy aisle, creating meaningful and lasting connections with families.”

NEW GLOBAL MAX STEEL™ PROPERTY JOINS MATTEL PORTFOLIO OF BRANDS

Mattel takes its expertise in play beyond toy, and into the content creation space as it develops and launches new franchises into the marketplace. Focused on fostering an emotional connection with kids, Mattel starts with compelling storytelling and aspirational characters that are rich enough to live on any platform, enabling an immersive brand experience that reaches kids everywhere they are today.

In 2013, Mattel brings Max Steel™, a wholly-owned intellectual property from Mattel and currently the #1 boys brand in Latin America ¹, to a global stage as its newest franchise. An action-adventure superhero series for tween boys that incorporates teamwork, humor and friendship, the story revolves around the trials and tribulations of a teenaged boy and his pursuit to unlock his inner hero. With worldwide distribution partners in more than 100 territories including Disney XD in the U.S., the multi-platform franchise launches with a dynamic web destination, featuring rich content and interactive gameplay as well as a robust portfolio spanning toys, digital platforms and consumer products.

Supporting the property, Mattel will unveil a diverse toy portfolio including action-figures, vehicles and role play items as well as soon to be announced publishing, enabling boys to connect with the new brand, each in their own way. The Max Steel™ Turbo Battlers Basic Figure Assortment , for example, offers two-inch scale figures on spinning bases for battles, perfect portability and collectability.

In less than three years, the Monster High® franchise has earned a spot on NPD’s list of top 10 toy brands ², and become the #2 Fashion Doll property in the U.S. according to NPD Group ³. Utilizing the monster metaphor to encourage girls to celebrate their imperfections and accept those of others Monster High® brand in 2013 delivers engaging new characters and rich content with an all new, direct-to-DVD movie, 13 Wishes , in anticipated partnership with Universal, and complete line of 13 Wishes dolls and playsets. Fans meet new characters in the Monster High® 13 Wishes™ Doll Assortment while ghoul favorites return to haunt the casbah dance in the Monster High® Haunt the Casbah™ Doll Assortment .

THE FUTURE OF PLAY BEGINS TODAY

With some of the best properties in the industry, Mattel invigorates its powerhouse brands with new tech innovation, customizable play options and branded experiences that enhance the brand connection for kids in new and meaningful ways. By continuously innovating, Mattel keeps its iconic brands fresh and relevant and with that, growing.

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