Mega Bloks® and Barbie™ Give Building Toys a Stylish Makeover This Holiday

  Mega Bloks® and Barbie™ Give Building Toys a Stylish Makeover This Holiday

The World’s No. 1 Fashion Doll Breaks Ground in the Construction Toy Category
                 with the New Mega Bloks Barbie ^  Collection

Business Wire

MONTREAL -- December 04, 2012

This holiday season, Mega Bloks and Barbie are transforming construction play
for girls with the launch of Mega Bloks Barbie™ – the first-ever Barbie™
building collection designed specifically for girls. Debuting at retail on
December 12^th, Mega Bloks Barbie invites girls to build, design and decorate
their own Barbie world with compatible playsets and mini-fashion figures. From
a Luxury Mansion to a Fashion Boutique and even Barbie doll’s signature pink
convertible car, Mega Bloks Barbie is making over one of the fastest growing
toy categories, one pink block at a time.

Combining girls’ love of storytelling and customization with construction
play, the Mega Bloks Barbie line encourages girls to build and play. By
capitalizing on the inherent nature of imaginative Barbie role play, every
design element in the Mega Bloks Barbie collection encourages girls to create,
customize, design, style and accessorize over-and-over again even after they
are done building.

“Mega Bloks and Barbie know how girls play. Through our collective brand
heritage and expertise in product research and development, we have created a
completely new Barbie play experience,” said Vic Bertrand, Chief Innovation
Officer, MEGA Brands. “With a focus on creative play and customization, the
possibilities for girls are endless.”

Bringing together Mega Bloks’ 27 years of building toy expertise and Mattel's
five decades of insights on what girls love with the Barbie brand, these two
industry leaders have joined forces to create an entirely new offering in the
fast-growing building toy category.

“Mega Bloks Barbie is unique in that every playset combines customization and
building with imaginative, open-ended storytelling that girls love,” said
Stephanie Cota, Senior Vice President Global Marketing, Barbie, Girls and
Games at Mattel. “In true Barbie style, Mega Bloks Barbie invites girls to
build, explore and play in her fabulous and fun world.”

The Essential “Building Blocks” for Girls

The Mega Bloks Barbie collection engages girls in the building process by
giving them everything they need to build, design and decorate their very own
Barbie world. By introducing construction play through Barbie, girls create an
emotional connection to building, while completing a Mega Bloks Barbie playset
inspires a sense of confidence and accomplishment. Research in child
development has shown that children significantly benefit from playing with
building blocks and toys, delivering long-term benefits well beyond the
playroom.

“Combining block play with open-ended and imaginative play, children
experience an extraordinary level of brain building,” said Dr. Maureen
O’Brien, developmental psychologist, child play expert and product research
consultant for MEGA Brands. “This combination of play patterns encourages
exploration and storytelling, building context for children and a better
understanding of the world around them.”

A Construction Toy “Built” for Girls

Mega Bloks Barbie lets girls literally build Barbie doll’s world – piece by
piece. The full collection includes compatible Build ‘n Style playsets, such
as: Luxury Mansion, Fashion Boutique, Pet Shop, Convertible, Pool Party, and
so much more.

Unique to Mega Bloks, most playsets include removable “building plates” –
platforms on which girls build each room – for easy building and styling play.
And for the classic Barbie fashion and hair play, all Mega Bloks Barbie
playsets include one or more mini-fashion figures of Barbie and her friends
with interchangeable hair styles and outfits.

Arriving just in time for the holidays and poised to top girls’ wish lists
this year, the Mega Bloks Barbie line will be available beginning December
1^st for online pre-order at select retailers, with in-store distribution in
the United States and Canada starting on December 12^th.

BARBIE and associated trademarks and trade dress are owned by, and used under
license from, Mattel, Inc. © 2012 Mattel, Inc. All Rights Reserved.

The MEGA logo and Mega Bloks are trademarks of MEGA Brands Inc. or its
affiliates.

About Mega Brands:

MEGA Brands Inc. (TSX: MB) is a trusted family of leading global brands in
construction toys, games & puzzles, arts & crafts and stationery. They offer
engaging creative experiences for children, families and collectors through
innovative, well-designed, affordable and high-quality products. For more
information, visit http://www.megabloks.com/.

About Mattel:

Mattel, Inc. (NASDAQ:MAT) (www.mattel.com) 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." With
worldwide headquarters in El Segundo, Calif., Mattel employs approximately
28,000 people in 43 countries and territories and sells products in more than
150 nations. At Mattel, we are "Creating the Future of Play." Follow Mattel on
Facebook: www.facebook.com/mattel.

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Contact:

MEGA Brands Contact:
Tanya Furci-Argento
+1.514.333.5555 #2507
tanyafa@megabrands.com
or
Ketchum PR Contact (U.S.):
Amanda Hollinger
310.295.3310
amanda.hollinger@ketchum.com
or
Mattel/Barbie PR Contact (Canada):
Desiree Gadea
+1.416.486.5904
desiree.gadea@gcicanada.com
 
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