Buzz Already Building for 10th Anniversary of Tickle Me Elmo, T.M.X.

EL SEGUNDO, CA � February 9, 2006 � Mattel, Inc. knows what today's tech-savvy kids want in their toys and unveiled new products that are sure to get "two thumbs up" from some of the toughest critics around. These brands include perennial favorites such as Barbie®, Hot Wheels® and Fisher-Price®, as well as the industry's most prolific collection of children's favorite characters, all of which enhance traditional play through the innovative application of technology to create fun for children all over the world.

Mattel has incorporated exciting entertainment and breakthrough technology into all of its world-renowned brands, resulting in a hot new line showcasing creativity, innovation and playful fun at the 2006 American International Toy Fair in New York.

"Mattel's new product line for 2006 is quite impressive," says Chris Byrne, the Toy Guy™. "It strikes the perfect balance between classic play and technological innovation in a broad-based and appealing collection that children and their parents will find particularly relevant and desirable."

"We're looking at an exciting year ahead for Mattel as we focus on creating great toys that give children a play experience they will love and remember," says Neil Friedman, president, Mattel Brands. "It's all about creating a magical moment for children through content-rich toys that incorporate innovative features and just the right amount of technology to engage children and capture their imaginations over and over again."

Imaginative and content-rich products:
From a child's perspective, a good story allows their play experience to transform into their own imaginative interpretation of their favorite characters. No one is better at finding that perfect balance between bringing great content and innovation into its toys than Mattel.

Let's Dance!™ Barbie® doll as Princess Genevieve™ from "Barbie™ in The 12 Dancing Princesses:" Inspired by Barbie™ as Princess Genevieve™, the star of Barbie® doll's sixth princess movie "Barbie™ in the 12 Dancing Princesses," Let's Dance!™ Barbie® doll brings the beautiful choreography from the movie to life, allowing girls to dance with the Barbie® doll in three different ways: Barbie® doll can follow the girl's dance moves, teach the girl a new move by demonstrating and saying phrases, or dance to music while the girl watches. A motion-sensor bracelet and shoe clip for the girl to wear direct Barbie® doll's movements.

CARS Fast-Talkin' Lightning McQueen Vehicle: This large-scale car really knows how to have a good time. With his animated eyes and vinyl-animated mouth, it's the ultimate interactive toy inspired by the upcoming Disney/Pixar movie, CARS. Kids can talk to Lightning McQueen and program him to do up to 15 outrageous stunts and tricks, and "say" more 30 fun phrases � featuring the voice talent from the motion picture.

Sing & Spin Pablo: This plush Pablo comes to life in two modes of play that will be sure to have kids doing the backyard boogie! When kids squeeze Pablo's right hand, he sings the Backyardigans theme song and performs his signature dance moves. When kids press his left hand Pablo encourages them to sing and dance along with interactive phrases and fun dance games.

Air Launch Aang With Appa: Boys can act out their favorite battle scenes from Avatar with this action figure and vehicle set. Air Launch Aang with Appa features the Avatar's favorite animal companion, the giant two-ton flying bison, Appa, combined with one of Aang's neat Air-bending skills. Boys can put Aang into Appa's saddle, launch him up to eight feet in the air, and watch him helicopter down on his opponents. A gravity switch activates sound effects from Appa and phrases from Aang when they are lifted or tilted during play or when the speech button is pressed.

Favorite Classic Brands:
With the world's largest portfolio of classic brands spanning many generations, Mattel is unsurpassed in re-invigorating children's favorite toys with new energy; and always in tune with the latest trends.

Polly Pocket™ POLLYWORLD™ DVD and Rockin' Theme Park™ playset: In fall 2006 Polly Pocket!™ is launching her first ever, full-length 70-minute direct-to-DVD � "Pollyworld™"! Girls will be able to bring Polly™ and her friends' adventures in "Pollyworld™" to life with the PollyWorld™ Rockin' Theme Park™ playset. It's the coolest amusement park-meets-ultimate shopping promenade filled with thrilling rides, music to the max and shopping galore � everything girls love, including fun and friends.

Hot Wheels® Terrordactyl™ Track Set: Kids race to blast a flying pterodactyl out of the sky and avoid erupting volcanoes in this new high-speed Hot Wheels® track set. Kid-powered super boosters send cars racing around the track, avoiding the pterodactyl that captures wayward Hot Wheels® cars in his teeth. Win the race, and launch the pterodactyl high into the air.

Superman Returns™ Inflato-Suit™: This summer, the Man of Steel™ is back in the Warner Bros. motion picture, Superman Returns™. Mattel's toy line features role-playing toys that enable kids to demonstrate Superman's epic powers. The Superman Returns™ Inflato-Suit™ lets kids imagine that they have the strength, the power... and the physique of the Man of Steel™. A dedicated battery-operated fan inflates the Superman™ suit, transforming kids into their favorite superhero, all muscle-bound and awe-inspiring.

UNO®'s 35th Anniversary, featuring UNO Spin™: This year, America's No. 1 card game, UNO®, celebrates 35 years of fast, family fun. And the all-new UNO Spin™ adds a new element to the game: In a single turn, everything can change. When a spin card is played, someone must spin the wheel. Will luck be on their side? Will players get to discard cards, be forced to pick up more cards, or even exchange hands? It's fast-paced fun that'll make your head spin!

T.M.X.: Since 1996, the big question of the holiday shopping season has been "What's the next Tickle Me Elmo?" Over the years, Elmo has tickled America's funny bone, rocked out on his guitar, and even sang and danced to his own renditions of the Chicken Dance, Hokey Pokey, Y-M-C-A and Shout! What's the next Tickle Me Elmo? It's T.M.X.! On the 10th Anniversary of Tickle Me Elmo, the furry, red phenomenon returns like never before � Look for the top-secret exciting reveal in September!

Power Wheels® Jeep® Hurricane: When the Jeep® Hurricane Concept Car blew onto the 2005 North American International Auto Show stage, it raised the bar for the Jeep brand - representing the most capable and most powerful 4x4 ever built. In Fisher-Price style, this extreme Jeep has been pint-sized for preschoolers into a two-seat Power Wheels Jeep Hurricane featuring Ultimate Terrain Traction™, taking it places no other battery powered ride-on can go.

Innovative use of technology:
Mattel has become a master at utilizing today's technology to enhance a child's play experience through innovative, exciting and fun new products that seem to come to life in a child's hands.

Pixel Chix™ Love 2 Shop™ Mall: Pixel Chix™ � the V.F.F. (virtual friend forever) that launched last year and quickly became a huge success � returns in 2006 with brand new digs. This fall, the sassy "2-D girl living in a 3-D world!™" can shop and hang out at the Pixel Chix™ Love 2 Shop™ Mall. The mall comes with a flip screen allowing your Pixel Chix™ gal to move between the shops for double the fun. There are two malls, each with two shops � a boutique/foodcourt and a salon/petshop. Seven different input buttons allow for interactive play including new work, money, and shop buttons. The more your Pixel Chix™ gal works, the more money she has to spend on all the cool things in the mall.

My Scene™ Fab Faces™ Dolls: The My Scene Fab Faces™ dolls are the ultimate teen drama queens... Kennedy™, Madison®, Chelsea® and Nolee® dolls each have an innovative, movable face feature that allows girls to create fun expressions on the dolls' faces like frowns, pouts, smirks and smiles. Each doll wears a super glam, ultra-stylish lace and glitter dress and includes accessories no drama teen can live without � a furry boa, a sparkling tiara, a trendy second fashion and glittering jewelry.

Tyco R/C® N.S.E.C.T.™: The follow-up to 2005's hit, Shell Shocker™, the remote-controlled N.S.E.C.T.™ (Neuro-Science of Experimental Combat Technology) is a "biomechanical" bug that transforms from a "bio-bug" to "bio-blaster" in seconds. The N.S.E.C.T.™ has realistic animatronic motion, dual-tone LED eyes to let you know when it's angry, and powerful mandibles that can grab and "capture" smaller toys. It also includes a multi-mode cannon that goes from single shot to rapid fire with an effective range of up to 25 feet � all with the press of a button.

SparkArt Creativity System™: The SparkArt Creativity System unlocks a child's creativity and provides them with unlimited inspiration. The full-sized SparkArt Easel with its giant dry-erase canvas is especially designed for interactive play to take creativity to a new level. Its magical technology gets kids' creative juices flowing and keeps them going with audio prompts that inspire them using colors, sounds, objects and the alphabet. The unique SparkArt Pod and Pen includes a patented optical reader that reads invisible codes around the easel and on all included accessories. Simply touch the pen to the icons for the creative prompts and inspiration!

Fairy Wishes™ Dora: Dora has become a magical fairy to make her friends' wishes come true! Fairy Wishes™ Dora magically comes alive with a lifelike face that realistically changes expressions throughout playtime. Her facial expressions are so real it's almost magical! Girls can help bring Dora to life by touching their own magic wand to Dora's necklace. When she is ready to make a wish, this innovative doll actually raises her wand, and then she closes her eyes and moves her lips, just like a real fairy granting a wish! When the wish is complete, Dora opens her eyes wide and moves her mouth into an expression of surprise that the wish really did come true!

ESPN® Fast Action Football™: Fisher-Price and ESPN have done it again! First there was the GameStation™, then Shot Block™ Basketball, now Fast Action Football! This indoor electronic game table combines a digital display with physical head to head football action. Physical game controls, a footpad and a joystick, mean that kids need to bust a move in order to play this game!

I Can Play Piano™: Now kids will have fun learning how to play piano and read music with this simple, innovative piano system. It's like playing a game that allows kids to play their favorite songs themselves! The three-octave piano keyboard plugs into the TV to create a plug and play piano system. Color-coded keys are the perfect size for small hands. The "learning magic" lies within the patented Piano Wizard technology in the song and game cartridges, turning standard sheet music into a colorful game with fun, moving images that tell kids what note to play and when to play it.

Digital Song & Story Player: The Digital Song & Story Player is the first digital media player that provides preschoolers with a durable and easy way to play their favorite downloadable songs and stories. The player comes preloaded with preschool appropriate songs and stories, but Moms and Dads can also add more content by uploading any music they already own to the player, or by using the safe, user-friendly Fisher-Price® Online Content Store to download songs and stories from today's popular children's artists and authors. The Kidtronics line also includes the Kid-Tough™ Digital Camera, the first preschool appropriate digital camera that is tough enough and easy enough for a preschooler to use.

ABOUT MATTEL
Mattel, Inc. is the world's largest toy company and the leader in the design, manufacture and marketing of toys. The company's best-selling brands include Barbie®, Hot Wheels®, Fisher-Price® and American Girl®. With headquarters in El Segundo, California, Mattel has offices and facilities in 36 countries and sells its products in more than 150 nations throughout the world. The company's corporate Web site can be found at http://www.mattel.com.