Barbie® Launches the World’s First Global Online Community Designed Exclusively for Girls

Barbie® Launches the World’s First Global Online Community Designed Exclusively for Girls

Today, at 8 a.m. PDT Mattel launched the beta site for BarbieGirls.comSM, a part of its Barbie Girls™ platform being unveiled in its entirety on April 26 in New York City. BarbieGirls.comSM is the first-ever global online community designed exclusively for girls and celebrates another “first” for the Barbie® brand in launching new forms of media and entertainment.

“Since 2000, Barbie has been a leader in emerging media — from the launch of Barbie.com which now celebrates 65 million monthly visitors1 to the tremendous success of our direct-to-home entertainment, dating back to 2001 when toy-driven entertainment for girls was a breakframe idea,” said Chuck Scothon, general manager and senior vice president, Girls, Mattel Brands. “Barbie again leads with the introduction of Barbie Girls and what promises to be the next generation of girls’ play with a first-of-its-kind experience.”

Designed to be a safe place for girls to play and interact online, the beta version of BarbieGirls.comSM gives girls the creative power to customize their own virtual character, design their own “room,” shop at the mall, play games, hang out and chat live with other girls. Later this month, the entire Barbie Girls™ platform and the full range of the BarbieGirls.comSM Web site features will be revealed at a global launch event.

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 is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, Radica:® and Tyco® R/C, as well as Fisher-Price® brands (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. © 2007 Mattel, Inc. All Rights Reserved.

1 Web Trends (internal analytics reporting tool) through January 2007. These are total visits, not unique visits. Includes Barbie®, MyScene™, International Barbie® sites, International MyScene™ sites
Contacts

Mattel Brands
Lauren Dougherty, 310-252-4612
Lauren.Dougherty {at} mattel(.)com
or
Michelle Llorin, 310-252-3520
Michelle.Llorin {at} mattel(.)com
or
Ketchum
Rachel Cooper, 310-584-8317
Rachel.Cooper {at} ketchum(.)com