NEW YORK, Sept. 3 -- Mattel, Inc. today held the Break the Safe(TM) game competition at the New York City Vanderbilt YMCA, showcasing the new board game that focuses on teamwork, communication and cooperation. Serving as emcee of the event is avid board game fan, Ice-T, better known as a Grammy-award winning musician and detective on NBC's highly- rated "Law & Order: SVU".
"In my life and as an officer of the law on 'Law & Order: SVU,' I've learned that working as a team is the key to success. Whether spending time with your family, playing with friends, or in my case, solving crimes with my TV partner, teamwork and communication are critical," said Ice-T.
Mattel has challenged 80 children and parents for the competition with the mission to save the world in 30 minutes or less. Twenty teams of four "secret agents" each will work together to infiltrate the Evil Guy Complex and unlock the safe where the plans for the Evil Guy Operations are kept. At the same time, they are helping each other to defeat the booby traps and avoid the complex's security guard and vigilant guard dog. Teams who beat the clock will be awarded special keys to unlock a giant safe. The team that successfully opens the safe will reveal $15,000 in Mattel toys to be donated to the YMCA.
"Break the Safe is unique in its emphasis on teamwork -- players need to cooperate and communicate with each other in order to beat the clock. They win or lose as a team," said Phil Jackson, vice president, games & puzzles marketing, Mattel. "We believe that this concept will strike a chord with families whose busy fast-paced lives leave little time for quality family interaction. Break the Safe(TM) provides them with an opportunity to have fun, communicate, and work together toward a common goal -- all in a set time frame of 30 minutes. It also teaches the kids that whether they win or lose, their family is always on their side."
Mattel's Break the Safe(TM) is the latest testament to a growing trend of board game popularity in the last several years. In uncertain times, people are increasingly choosing home-based social activities and board games instead of public outings to crowded places. Faced with playing a board game or a video game, more people are opting for the board game because they want an activity that is more social, less violent, allowing them to spend more time with friends and family, rather than in front of a TV or computer screen. Break the Safe(TM) goes one step further in enhancing social interaction by eliminating the rivalry that is usually associated with games and emphasizes the importance of teamwork -- players can only beat the clock and win by working as a seamless team unit. This type of cooperation provides a valuable bonding experience for the entire family -- whether they win or lose, their family is always on their side.
Break the Safe(TM) is now available at retailers nationwide for an approximate retail price of $19.99.
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 of toys and games is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, and Fisher-Price®, which also includes Little People®, Rescue Heroes(TM), Power Wheels®, 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.
