Fashion Fever Barbie 2007

Barbie® Continues to Color the World Pink as #1 Doll(1)

Barbie® Does It All in 2007... Stars as Worldwide Face for MAC Cosmetics, Grows Entertainment Powerhouse, Introduces the Next Generation of Fashion Dolls

EL SEGUNDO, Calif. -- Jan. 30, 2007 -- Always a snapshot with what's hot among girls, Barbie® doll proves, once again, to be the "top doll." Following a hugely successful 2006 holiday season as the "No. 1 toy for girls" and a Toy Wishes Magazine "Hot Dozen" winner, the Barbie® brand celebrates four consecutive quarters of growth in the U.S. and looks forward to an even hotter pink 2007. In 2007, Barbie® doll will continue to reign as the No. 1 fashion-themed doll in the U.S.(2), as well as the world(1), and the No. 1 toy property in the U.S.(2) and worldwide(1) toy industry by unveiling a ground-breaking collection of innovative and interactive dolls and toys, releasing chart-topping DVD movies and kicking off hot partnerships that only Barbie® can boast, including Apple/iPod®, MAC Cosmetics and Hilary Duff.

"Girls love Barbie because she continually evolves as girls change. She remains No. 1 in the hearts and minds of girls and moms alike because she reflects the interests, activities and aspirations of girls today," said Chuck Scothon, general manager and senior vice president, Mattel Brands, Girls. "We are proud of the great year the Barbie brand had in 2006 and we're even more excited about what Barbie will do in 2007. She shows girls that they can be anything they want to be - a princess, a teacher or even astronaut - and she is a way for girls to play out their dreams and fantasies in a way that is relevant to today's girls."

2006... A Pink Hot Year!

Celebrating a banner year in 2006, Barbie® exemplified why several generations of girls around the world have been inspired by Barbie® doll. Barbie® doll walked the runway with Hilary Duff at LA Fashion Week, extended the Barbie™ Luxe adult apparel/accessories collection with names such as Tarina Tarantino and Anna Sui, announced a global partnership with MAC Cosmetics, starred in a first-ever live stage production, and signed a multi-year, multi-picture deal with Universal Studios Home Entertainment - truly solidifying her rank as an entertainment and fashion powerhouse. Barbie® doll's nine blockbuster movies topped the charts with more than 37 million units sold collectively worldwide(3) and they were watched, on average, 12 times by girls around the world. And, with 64 million monthly visits worldwide(4) to Barbie® branded Web sites, and Barbie.com(SM) continuing its ranking among the Top 5 Entertainment Websites for girls ages 2-11(5), it is evident that girls of all ages choose Barbie®.

2007... A Year of Firsts

Barbie® doll kicks off 2007 by thrilling fans with exciting announcements and never-before seen innovations at American International Toy Fair in February. From several technology-centric dolls such as Chat Divas™ Barbie® doll and Rainbow Adventure™ Elina™ Doll & DVD Game to performance-based, feature-rich cheerleader dolls to an imaginative, whimsical collection of wedding-, fairy- and princess-themed toys to Barbie® doll's 100th career doll playset, Barbie® will give girls a whole new way to play in 2007, while continuing to inspire girls with confidence, creativity, courage and friendship.

"In 2007, Barbie will inspire girls with a toy line-up that brings her to life like never before," said Jim Silver, editor of Toy Wishes Magazine. "For the first time ever, Barbie can lip sync to music played with an iPod and, as a fairy-themed doll, serve as an interactive controller to a DVD game. Barbie is still the fashion queen, but she also does cool things that today's girls will relate to and gives girls a new of way of playing with fashion dolls."

Also in February, Barbie® will star as MAC Cosmetics' spring face in the Barbie™ Loves MAC collection - a full spring color cosmetics collection featuring Barbie™-inspired hues, names and packaging and an edgy, sophisticated MAC Barbie® doll. In early March the collection will roll-out worldwide.

Later in spring, Barbie™ will build on the successful Fairytopia™ franchise with the release of the new made-for-DVD movie and toyline, Barbie™ Fairytopia™ Magic of the Rainbow™ debuting on the small screen on March 13, 2007.

Finally, in April, Barbie® will globally launch something unparalleled and never-before-seen in the toy industry - Barbie Girls™, the next generation of fashion doll play.

Always inspiring, always innovating and always leading, Barbie® promises girls another exciting year in 2007!

About Mattel

Mattel, Inc., (NYSE:MAT) (http://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 is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands (http://www.fisher-price.com), including Little People®, Rescue Heroes®, Power Wheels® and a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and sells products in more than 150 nations throughout the world. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.

MATTEL, BARBIE and associated trademarks and trade dress are owned by Mattel, Inc. (C) 2007 Mattel, Inc. All Rights Reserved.

About MAC

MAC (Make-up Art Cosmetics), the leading professional cosmetic brand was created in Toronto, Canada in 1984 and is now sold in over 60 countries worldwide. MAC Cosmetics supports the special needs of the professional make-up artist that meet the demanding lighting and studio conditions under which the pros work. The company's popularity has grown through a tradition of word-of-mouth endorsement from make-up endorsement from make-up artists, models, celebrities, photographers and journalists around the world. MAC is for All Races, All Sexes, All Ages, attitudinally hip, artfully irreverent, dedicated fully to the art of self-decoration and the realization of the individual. The MAC attitude is best expressed by our artists, seen and felt in our stores. For more information on MAC, visit http://www.maccosmetics.com.

iPod® not included. iPod® is a registered trademark of Apple, Inc. All rights reserved.

(1) Cumulative Year End 2005 data gathered from worldwide sources using similar categories and averaged to US Dollars (exchange rate as of Aug. 1, 2006)

(2) The NPD Group/Consumer Tracking Service; Jan-Oct 2006, Annual 2005, Annual 2004, Annual 2003; Fashion Themed Dolls/Figs Category; Properties

(3) Sales reports by Mattel third party partners/distributors

(4) Web Trends (internal analytics reporting tool) through December 2006. These are total visits, not unique visits. Includes Barbie, MyScene, International Barbie sites, International MyScene sites

(5) Based on a custom listing report derived from comScore Media Metrix, of Entertainment-Kids sites Girls 2-11 (December 2006), Barbie is ranked #4 (1) Disney Channel (2,046,166 UV) (2) Disney.com (1,485,849 UV) (3) Nick.com (1,372,273 UV) (4) Barbie.com (1,128,907 UV) (5) CartoonNetwork.com (967,101 UV)