Raving Toy Maniac

Hallmark Signs New Licensing Agreement with Mattel

Barbie® ornaments and plush products will be available from Hallmark in 2015.

KANSAS CITY, Mo. - January 07, 2015 - Hallmark and Mattel today announced a new licensing agreement that will bring the Barbie® brand license back to Hallmark in 2015.

With this contract, Hallmark secures the rights to create holiday ornaments and plush products in the U.S. and Canada. The products will have broad distribution through multiple retail channels, with exclusive items in the nationwide network of Hallmark Gold Crown® stores.

"It's beyond exciting to have Barbie back at Hallmark," said Cindy Mahoney, Vice President – Hallmark Licensing. "The iconic Barbie brand is so beloved by families and collectors alike, particularly Holiday Barbie. And get ready, because we have some creative, quality products planned to celebrate Barbie's return."

The first new Barbie™ products from Hallmark will appear in Hallmark Gold Crown stores for Keepsake Ornament Premiere in July 2015.

Product details are still in development, but the planned products for 2015 will include:

• Eight Barbie Hallmark Keepsake Ornaments, starting with a Celebration Barbie Bonus Pack featuring the 2013 and 2014 Holiday® Barbie™ Dolls, available exclusively at Hallmark Gold Crown stores.
• Barbie® doll as an itty bittys® pint-sized plush, available exclusively at Hallmark Gold Crown stores.
• Other Hallmark-branded ornaments available during the holiday season at participating department stores, book stores and mass-channel retailers.

In addition, the new licensing agreement includes rights for Hallmark to create products with three other Mattel properties: Monster High®, Ever After High® and Hot Wheels®.

BARBIE, MONSTER HIGH, EVER AFTER HIGH, HOT WHEELS and associated trademarks and trade dress are owned by, and used under license from, Mattel. ©2015 Mattel. All Rights Reserved.

About Mattel
The Mattel family of companies (Nasdaq: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. Mattel's portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends® and Fisher-Price® brands, including Little People® and Power Wheels®, as well as a wide array of entertainment-inspired toy lines. In 2013, Mattel was named one of the "World's Most Ethical Companies" by Ethisphere Magazine and is also ranked No. 2 on Corporate Responsibility Magazine's "100 Best Corporate Citizens" list. With worldwide headquarters in El Segundo, Calif., Mattel's companies employ nearly 30,000 people in 40 countries and territories and sell products in more than 150 nations. At Mattel, we are Creating the Future of Play. Visit us at http://www.mattel.com, http://www.facebook.com/mattel or http://www.twitter.com/mattel.

About Hallmark Cards, Inc.
Hallmark makes the world a more caring place by helping people express what's in their hearts and connect in emotional ways with others. In the U.S., innovative Hallmark greeting cards and gifts are sold through leading mass retailers, the network of Hallmark Gold Crown® specialty stores and online. Worldwide, Hallmark offers products in more than 30 languages available in 100 countries. Millions of households enjoy family friendly television programming offered by cable's top-rated Hallmark Channel and fast-growing Hallmark Movies & Mysteries. Hallmark's Crayola subsidiary inspires artistic creativity in children through Crayola® crayons and markers as well as other innovative art tools, crafting activities and creative toys. Privately held Hallmark is based in Kansas City, Mo., and continues to be led by members of the founding Hall family. Visit http://corporate.hallmark.com for more details.