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Press Release Source: Mattel, Inc.

Girls Crown Barbie(R) Toys as This Holiday Season's ``Most Requested''
Friday November 23, 6:00 am ET
Additionally, Mattel Tops Hottest Holiday Gift Lists for Girls and Boys with Classic Favorites and Hi-Tech Gadgets

EL SEGUNDO, Calif.--(BUSINESS WIRE)--As the holiday season’s busiest shopping weekend kicks off today, gift-givers will be heading into the Barbie® aisle to find the season’s “most requested toy” for girls. For the fifth year in a row, Barbie® toys were named the No. 1 requested holiday gift by girls, per the National Retail Federation, shining this year with the hugely innovative, tech-y Barbie Girls™ device and a new line of princess-themed dolls and playsets based on the popular new DVD “Barbie™ as The Island Princess.” Additionally, several other Mattel Brands’ toys have been named by toy, parenting, technology and retail experts as the season’s must-haves. Among this year’s big names on both industry hot lists and kids’ wish lists are: Hot Wheels® cars and tracksets, CARS toys, Polly Pocket™ dolls and playsets, Hannah Montana Mattel® DVD Board Game, U.B. Funkeys™ and High School Musical dolls and games.
Source: Mattel, Inc.


· One of the hottest toys in the entire toy industry and one of the most exciting tech gadgets introduced for girls this holiday is Barbie Girls(TM). (Photo: Business Wire). View Multimedia Gallery


“This holiday season Mattel toys are topping must-have holiday lists everywhere. Our holiday toy line-up delivers what today’s kids want, combining popular themes and the hottest properties with new technology and fun play experiences,” said Neil Friedman, president, Mattel Brands.

What Girls Want

This year’s top choice among girls – Barbie® brand – has something for every girl – from techy gadgets to pretty princesses. One of the hottest toys in the entire toy industry and one of the most exciting tech gadgets introduced for girls this holiday is Barbie Girls™. The multi-functional Barbie Girl™ device functions as a portable music/MP3 player, next generation fashion doll and a “key” to unlock exclusive play features and trillions of character and room combinations on the popular BarbieGirls.com website. Barbie Girls™ was recently named one of Toy Wishes Magazines “Hot Dozen” toys, named on the eToys 2007 Hot Holiday Toy List and has received The National Parenting Center Seal of Approval. Another Barbie® favorite is “Barbie™ as The Island Princess,” offering little princesses a magical assortment of toys that have received recognition from industry insiders, such as the iParenting Media Award, listing in The Toy Insider Gift Guide and About.com’s Top 10 Toys of 2007. The popular “Barbie™ as The Island Princess” made-for-DVD movie also continues to top the Nielsen Entertainment VideoScan Top Kid Video Charts.

Mattel Brands also offers toys and games based on the hottest entertainment properties for girls – “Hannah Montana” and “High School Musical.” The Hannah Montana Mattel® DVD Board game is based on the hottest tween TV show and highest rated series in Disney Channel history and features popular scenes and chart-topping songs featured in the show, as well as girls’ favorite characters – including Miley (aka Hannah.) And, fans of the smash hit Disney Channel Original Movie “High School Musical” are loving High School Musical dolls, designed in the likenesses of the hugely popular characters. The dolls are dancing their way off store shelves, in many cases selling out entirely.

What’s Big for Boys

From Hot Wheels® and Tyco® R/C to CARS and DC Super Friends™, Mattel’s toys for boys have been given the nod from parenting associations, such as the Hot Wheels® Dragon Fire™ track set which received the National Parenting Center Seal of Approval and the Matchbox® Mega Rig® Wrecking Rig™ Vehicle honored as the Preferred Choice Award “Toy of the Year Finalist” and Today’s Parent Top Toys for 2007.

And, Radica’s hi-tech U.B. Funkeys™, which combines vinyl toy collecting with the world of gaming, is a big favorite among boys, making the eToys 2007 Hot Holiday Toys List and many others, such as KOL Hot Holiday Toys 2007.

Family Favorites

Mattel’s Games and Radica® are delivering must-haves for game enthusiasts and tech fanatics. Family favorites such as the Disney Pictionary® DVD Game and the High School Musical 2 Mattel® DVD Game each secured “All-Star” honors from Toy Wishes Magazine holiday issue. And, Radica’s 20Q™ Junior scored high on industry lists, including the Creative Child Magazine Game of the Year Award.

Mattel Girls’ Brands Take Top Holiday Honors


Barbie®

(Dolls, Toys, Role Play & Playsets)
About.com (Best Dolls of 2007, Top 10 Toys of 2007 and Top Toys of 2007 – Girls)

AllAboardToys.com (Best Toys for 2007)

Creative Child Magazine Preferred Choice Award (Toy of the Year Finalist)

eToys 2007 Hot Holiday Toys List (3 and Up)

Indy’s Child Gift Guide

iParenting Media Award (2007 Greatest Products Winner)

KOL Hot Holiday Toys 2007

National Retail Federation 2007 Holiday Intentions and Actions Survey

PC Magazine “10 Hottest Kid-Friendly Gadgets”

RedBook Magazine’s “Hot 20”

The National Parenting Center Seal of Approval

The Toy Insider Holiday Gift Guide

TopToysGuide.com Top 10 Toys for Girls

Toy Wishes All-Star & Hot Dozen

Toys “R”Us 2007 Hot Toy List (8-11 years)

UK Toy Retailers Association 'Dream Toys' List

Web Marketing Association’s 2007 WebAwards Best Toy & Hobby Website


“High School Musical”

and “High School Musical 2” Dolls


About.com (Best Dolls of 2007 and Top Toys of 2007 – Girls)
AllAboardToys.com (Best Toys for 2007)

eToys 2007 Hot Holiday Toys List (6-10 years)

Toy Wishes All-Star


Polly Pocket™
(Dolls, Vehicles & Playsets)
Indy’s Child Gift Guide
iParenting Media Award (2007 Greatest Products Winner)

Seal of Excellence Award (Creative Play for Girls category)

The National Parenting Center Seal of Approval

UK Toy Retailers Association 'Dream Toys' List (Girls Top 12 Toys for Christmas)


Little Mommy™
Real Loving Baby™ Doll
Georgia Family Best Toys 2007
iParenting Media Award (2007 Greatest Products Winner)

Wal-Mart Top 12 Toys of Christmas List


Pixel Chix™
(Interactive Games & Accessories)
About.com Top Toys of 2007 – Girls
KOL Hot Holiday Toys 2007

Toy Wishes All-Star

UK Toy Retailers Association 'Dream Toys' List (Hip 'n' Kool Top 12 Toys for Christmas)

Mattel Boys Toys Attract Industry Accolades


Hot Wheels®
(Vehicles, Tracks & Playsets)
Georgia Family Best Toys 2007
KB Toys Hot Holiday Toy List

The National Parenting Center Seal of Approval

Toy Wishes All-Star


Matchbox®
(Vehicles & Playsets)
Canadian Toy Testing Council Best Bet Award 2008
Georgia Family Best Toys 2007

iParenting Media Award (2007 Greatest Products Winner)

Preferred Choice Award (Creative Adventures for Kids category, Toy of the Year Finalist)

The National Parenting Center Seal of Approval

The Toy Insider Holiday Gift Guide

Today's Parent Top Toys for 2007

Toy Wishes All-Star


Tyco® R/C FamilyFun Magazine Finalist
Georgia Family Best Toys 2007

KOL Hot Holiday Toys 2007

Seal of Excellence Award (Outdoor R/C Toys category)

The National Parenting Center Seal of Approval

Toy Wishes All-Star


CARS
(Vehicles & Playsets)
AllAboardToys.com - Best Toys for 2007
KB Toys Hot Holiday Toy List

Toy Wishes All-Star

UK Toy Retailers Association 'Dream Toys' List (Boys Top 12 Toys for Christmas)


DC Super Friends™
(Action Figures & Vehicles)
Indy’s Child Gift Guide
iParenting Media Award – 2007 Greatest Products Winner

Parents Magazine Best Toys of the Year List

The National Parenting Center Seal of Approval

Mattel Games Make Must-Have Gifts


Flippin’ Frogs™ Game The Toy Insider Holiday Gift Guide
Parents Magazine Best Toys of the Year List

The National Parenting Center Seal of Approval


Disney Pictionary® DVD Game iParenting Media Award – 2007 Greatest Products Winner
The National Parenting Center Seal of Approval


Hannah Montana Mattel® DVD Game Toy Wishes All-Star
AllAboardToys.com - Best Toys for 2007

KOL Hot Holiday Toys 2007


High School Musical 2 Mattel® DVD Game Toy Wishes All-Star
KOL Hot Holiday Toys 2007


Scene It?® DVD Games The Toy Insider Holiday Gift Guide (for Harry Potter™ 2nd Edition DVD Game)
Toy Wishes All-Star (for Disney 2nd Edition DVD Game)


Ratatouille Kitchen Quake™ Game UK Toy Retailers Association 'Dream Toys' List (Games Top 12 Toys for Christmas)
Radica Tops Hi-Tech Holiday Wish Lists


U.B.Funkeys™ eToys 2007 Hot Holiday Toys List (8 and Up)
UK Toy Retailers Association 'Dream Toys' List (Hip 'n' Kool Top 12 Toys for Christmas)

The Toy Insider Holiday Gift Guide

PC Magazine “10 Hottest Kid-Friendly Gadgets”

iParenting Media Award – 2007 Greatest Products Winner

KOL Hot Holiday Toys 2007


Girl Tech Video Journal™ UK Toy Retailers Association 'Dream Toys' List (Hip 'n' Kool Top 12 Toys for Christmas)
The Toy Insider Holiday Gift Guide

iParenting Media Award – 2007 Greatest Products Winner

The National Parenting Center Seal of Approval

Parents' Choice Award


Brain Games™ Indy’s Child Gift Guide

20Q™ UK Toy Retailers Association 'Dream Toys' List (Games Top 12 Toys for Christmas)
Creative Child Magazine Game of the Year Award (Travel Games category) for 20Q Junior


Say What?™ UK Toy Retailers Association 'Dream Toys' List (Dream Dozen and Games Top 12 Toys for Christmas)


About Mattel

Mattel, Inc., (NYSE:MAT - News)(www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices. With global headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.

Mattel, Inc. © 2007 Mattel, Inc. All Rights Reserved.

© Disney

© 2007 Mattel, Inc. and/or Origin Product Ltd. The POLLY POCKET trademark is owned by Origin Products Ltd. Other trademarks and trade dress are owned by Mattel, Inc. or Origin Products Ltd. All Rights Reserved.

DC SUPER FRIENDS and all related characters and elements are trademarks of and © DC Comics.



MULTIMEDIA AVAILABLE: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5552621



Contact:
Mattel Public Relations
Michelle Llorin / Michelle Chidoni
310-252-3520 / 310-252-3921

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Source: Mattel, Inc.