Fisher-Price® Reveals Redesigned Little People® Characters

  Fisher-Price® Reveals Redesigned Little People® Characters

 New Look for Iconic Brand Unveiled Today During Special Musical Performance
             with Genevieve Goings at Citi Pond® at Bryant Park™

Business Wire

EAST AURORA, N.Y. -- February 5, 2013

Fisher-Price, Inc., the leading manufacturer of infant and preschool toys and
a subsidiary of Mattel (NASDAQ:MAT), has made an unprecedented investment to
refresh its iconic, beloved Little People® brand and transform it from a toy
brand to a lifestyle brand. The company executed a complete toy design
refresh, complemented by an award-winning writing, illustration and musical
team to contemporize the Little People brand for today’s new generation of
preschoolers, while preserving the charm that has contributed to the ongoing
success of the brand’s 54-year heritage.

Jaden Sabathia, daughter of Amber and Yankee pitcher CC Sabathia, danced with
Singer/Songwriter and ...

Jaden Sabathia, daughter of Amber and Yankee pitcher CC Sabathia, danced with
Singer/Songwriter and Children's TV Star Genevieve Goings and the Redesigned
Fisher-Price(R) Little People(R) Characters Today During a Special Musical
Performance at Citi Pond(R) at Bryant Park(TM) (Photo: Business Wire)

Fisher-Price delighted local ice skaters at Citi Pond® at Bryant Park™ today
with a special musical performance by singer/songwriter and children’s TV
star, Genevieve Goings, who helped the company reveal its redesigned Little
People® characters to the public.

Goings performed several songs that she wrote, recorded and produced for
engaging Little People webisodes that will launch this summer. The webisodes
will feature a multicultural, ensemble cast of Eddie™, Sofie, Koby, Mia® and
Tessa, each with unique traits and interests that make them special – just
like the children they exemplify.

“One of the key aspects of our Fisher-Price growth strategy has been to own,
develop and grow world-class brands and intellectual properties,” said Dave
Ciganko, Vice President of Design, Fisher-Price. “We believe the Little People
brand has the potential to further evolve into an entertainment property
through rich storytelling that typically fuels demand for the brand in other
areas like licensed products and experiential partnerships. Bringing the
characters forward offers children more content to explore and potential
licensees a greater library of resources, thereby increasing sales in and
outside of the toy aisle.”

Fisher-Price enlisted two-time Emmy-award winning producer and meta-story
creator, Kevin Mowrer, to guide the discovery and expansion of the fullest
possible franchise narrative, which created the foundation for the
intellectual property that will be used across multiple platforms. The company
also enlisted Emmy-award winning lead writer, Jen Hamburg, as well as Goings
to develop the musical bed, lyrics and recordings that help bring the
webisodes to life.

The creative team invested countless hours in the Fisher-Price story room to
create the perfect balance between the brand’s storied past and its promising
future. One of the most important, thought-out assets during the content
development was the music. Fisher-Price recognizes that music creates
movement, which creates memory and the company wanted to ensure the music left
a lasting impression on its preschool audience.

Over two billion Little People figures have been sold in 60 countries since
the brand’s launch. Playsets and figures continue to perform consistently well
– 2012 was one of the most successful years for the line to-date – and the
company anticipates the redesigned figures and playsets, with the addition of
engaging content, will deliver a comprehensive suite of products that moms
would welcome, based on global research the company has done.

The Little People LIVE Show will be touring in its fifth consecutive year in
2013, traveling to top zoos across the country, as well as performing onboard
Royal Caribbean Cruise Lines, to entertain children and encourage them to
dance and express themselves with their Little People friends.

For more information about the Little People brand, visit
www.fisher-price.com/littlepeople.

About Fisher-Price:

Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NASDAQ:MAT) located in East
Aurora, N.Y., is the leading brand of infant and preschool toys in the world.
The company’s legacy of high quality toys has enhanced early childhood
development for more than 82 years. Some of the Company’s best-known “classic”
brands include Little People®, Power Wheels® and Imaginext®. Fisher-Price is
also a leading developer of baby gear products (infant swings, bouncers, high
chairs), as well as a wide array of character-based toys inspired by high
quality children’s programming such as Dora the Explorer™, Mickey Mouse
Clubhouse and Thomas & Friends®. The Company’s website, www.fisher-price.com,
as well as its Facebook page, www.facebook.com/fisherprice provide valuable
information and resources to parents and grandparents around the world.

MAT-FP

Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20130205007034/en/

Multimedia
Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50555047&lang=en

Contact:

Fisher-Price
Juliette Reashor
716.687.3354
juliette.reashor@mattel.com
or
Fisher-Price
Amber Pietrobono
716.687.8121
amber.pietrobono@mattel.com