Mattel Brings Play to Thousands of Children with Winter Wonderland Events and Aims to Break Guinness World Record in Los Angeles

  Mattel Brings Play to Thousands of Children with Winter Wonderland Events
  and Aims to Break Guinness World Record in Los Angeles with WWE Superstar
  The Miz & WWE Diva Eve

Third Global Mattel 12 Days of Play Program Spotlights the Importance of Play
         Through Events Reaching More Than 50,000 Children Worldwide

Business Wire

EL SEGUNDO, Calif. -- December 03, 2012

Today Mattel (Nasdaq: MAT) announced the start of its third annual global
Mattel 12 Days of Play program, a philanthropic series of events that bring
play to children who need it most. Taking place today through Dec. 14 in
locations across the U.S. and in nearly 30 other countries, the Mattel 12 Days
of Play highlights the importance of play in the lives of children around the
world. The culmination of the 12 days of activity will occur at Mattel
worldwide headquarters in the Los Angeles area on Dec. 13, where area
children, Mattel employees and special guests WWE superstar The Miz and WWE
Diva Eve will attempt to break the Guinness World Record for the most snowmen
built in one hour.

“Play is vital for children’s development and learning, so creating
unforgettable and enriching play experiences for children who may not
otherwise have access is at the heart of the Mattel 12 Days of Play program,”
said Deidre Lind, Executive Director of the Mattel Children’s Foundation and
Director, Corporate Affairs. “During 2012, Mattel’s social impact programs
total more than $20 million in cash and product globally, including more than
1.5 million toys, helping to eliminate the barriers to play for children in

In the Los Angeles area, Mattel is bringing more than 390 tons of snow to
seven Winter Wonderland events at inner-city schools, which feature sledding,
making snow angels, racing Hot Wheels cars down a 40-foot track, special photo
opportunities with Barbie^®, and a chance to meet Santa. Mayor Antonio
Villaraigosa will attend the Winter Wonderland event on December 12 at
Figueroa Elementary School in the Watts neighborhood of Los Angeles to show
his support of Mattel’s efforts and further raise awareness of the importance
of play in a child’s life.

On Dec. 13, with the snow-making expertise and guidance of MagicSnow, 400
elementary-age children from LA’s Best after-school programs will team up with
800 Mattel employees and special WWE guests at the Winter Wonderland Event. In
a race against the clock to build 1,500 snowmen in 60 minutes or less, the
team will attempt to break the current Guinness World Record for the most
snowmen built in one hour.

Mattel 12 Days of Play began in 2010 as a way for Mattel employees to give
back to the communities in which we live, work and play. In lieu of holiday
parties, departments across the Mattel organization held volunteer events to
bring fun, play, joy and toys to children during the holidays. Today, Mattel
employees, volunteers, partners and brand teams such as Barbie^®, Hot
Wheels^®, Fisher-Price^®, Thomas & Friends^® and American Girl^® will come
together with local schools, community organizations, children’s hospitals and
other charities to create a series of memorable moments for underserved

Mattel 12 Days of Play is part of the work of Mattel’s social impact work and
the Mattel Children’s Foundation, which work to break down the barriers of
play for more than five million children in need each year. Understanding the
barriers to play allows Mattel to maximize its social impact, focusing on the
areas with the greatest potential reach. Through its own extensive research,
the four most significant barriers to play were identified and the company’s
social impact efforts are now built around these four core areas: time to
play; place to play; tools to play and advocacy for play.

The full schedule of Los Angeles area Winter Wonderland events includes:

December 3: 112th Street Elementary in the Watts neighborhood

December 4: Washington Elementary in Hawthorne, Calif.

December 5: Grape Street Elementary in the Watts neighborhood

December 6: Jefferson Elementary in Lennox, Calif.

December 10: 10th Street Elementary in Downtown Los Angeles

December 12: Figueroa Elementary in the Watts neighborhood, with Mayor

December 13: Mattel Headquarters, El Segundo, Calif. for the Guinness World
Record Challenge with WWE Superstar The Miz & WWE Diva Eve

About The Mattel Children’s Foundation

Established in 1978, The Mattel Children's Foundation’s vision is making a
meaningful difference, one child at a time. The Foundation provides cash
grants through domestic and international grant making programs, as well as
international scholarships to children of employees, matching gifts and
volunteer grants for Mattel employees. The Foundation also continues its
tradition of partnering with exemplary nonprofit partners, such as Special
Olympics, Save the Children, the Mattel Children's Hospital UCLA, the
Children's Hospital Association (CHA), Playworks and the Make-A-Wish
Foundation. The Mattel Children's Foundation is funded exclusively by cash
donations from Mattel, Inc.

About Mattel

Mattel, Inc. (Nasdaq: MAT) is the worldwide leader in the design, manufacture
and marketing of toys and family products. The Mattel family is comprised of
such best-selling brands as Barbie®, the most popular fashion doll ever
introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco R/C®, as
well as Fisher-Price® brands, including Thomas & Friends®, Little People®,
Power Wheels® and a wide array of entertainment-inspired toy lines. In 2012,
Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For"
for the fifth year in a row. Mattel also is ranked among Corporate
Responsibility Magazine's "100 Best Corporate Citizens" and the "World's Most
Ethical Companies." With worldwide headquarters in El Segundo, Calif., Mattel
employs nearly 30,000 people in 43 countries and territories and sells
products in more than 150 nations. At Mattel, we are "Creating the Future of
Play." Visit us at, follow us on Facebook or Twitter @Mattel.

About MagicSnow

MagicSnow is famous for creating a winter wonderland in any environment,
indoors or out. The company has become the go-to resource for snow effects for
the entertainment industry and high profile special events all over the world.
For more information about MagicSnow and its snow effects, please visit


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Mattel, Inc.
Alan Hilowitz
Laura Sutphen
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