Saban Brands and Fisher-Price® Launch Strategic Partnership to Create Julius Jr. Toys

 Saban Brands and Fisher-Price® Launch Strategic Partnership to Create Julius
                                   Jr. Toys

Fisher-Price will produce multi-product toy line based on new preschool
animated series to air on Nick Jr. in 2013

PR Newswire

NEW YORK, Feb. 11, 2013

NEW YORK, Feb. 11, 2013 /PRNewswire/ --Saban Brands announced today that
Fisher-Price Inc., the leading manufacturer of infant and preschool toys and a
subsidiary of Mattel, will be the global master toy licensee for the company's
newly announced Julius Jr. property. Julius Jr. is an animated preschool
series slated to launch on Nick Jr. in 2013, and is inspired by the Paul Frank
family of characters and its iconic monkey, Julius. Fisher-Price plans to
produce a full range of products including playsets, plush, role play toys and
more for the global marketplace.

(Logo: http://photos.prnewswire.com/prnh/20130204/NY53555LOGO )

Saban Brands' new property follows the adventures of a young version of
Julius. Julius Jr. is a funky monkey with a penchant for invention. Together
with his best pals, Worry Bear, Sheree, Clancy and Ping, they build a
playhouse out of a simple cardboard box. But when they walk inside, to their
surprise and delight, they discover that ordinary objects magically come to
life and amazing adventures are just a door away. Julius Jr. proves every day
that the best inventions are the ones that help your friends.

"As we introduce audiences everywhere to this new entertainment property,
based on the well-known Paul Frank brand and its characters, it is exciting to
partner with a true leader in the toy industry, and a company that knows
preschool brands better than anyone," said Elie Dekel, President of Saban
Brands. "We are confident this exciting partnership with Fisher-Price will
help us take the Julius Jr. brand in innovative directions."

"We're thrilled to be a part of this exciting new platform for the Paul Frank
brand of characters that will delight preschoolers and parents alike," said
Susie Lecker, Senior Vice President of Marketing, Fisher-Price Friends. "When
preschoolers tune into the new Julius Jr. series, they will instinctively want
to expand these adventures through play. Our product offerings will ignite
children's imaginations so they can create their own magical Julius Jr.
adventures at home."

About Julius Jr.
Julius Jr.is an animated preschool series based on the Paul Frank family of
characters. Our hero, Julius Jr., is a funky monkey with a penchant for
invention. Together with his best pals, Worry Bear, Sheree, Clancy and Ping,
they build a playhouse out of a simple cardboard box. But when they walk
inside, to their surprise and delight, they discover that ordinary objects
magically come to life and amazing adventures are just a door away. Julius Jr.
proves every day that the best inventions are the ones that help your friends.
A property of Saban Brands, Julius Jr. will air on Nick Jr. in the U.S. in
2013. Visit SabanBrands.com for more information.

About Saban Brands
Formed in 2010 as an affiliate of Saban Capital Group, Saban Brands (SB) was
established to acquire and develop a world-class portfolio of properties and
capitalize on the company's experience, track record and capabilities in
growing and monetizing consumer brands through content, media and marketing.
SB applies a strategic transmedia management approach to enhancing and
extending its brands in markets worldwide and to consumers of all ages. The
company provides full-service management, marketing, promotion and strategic
business development for its intellectual properties including comprehensive
strategies unique to each brand, trademark and copyright management and
enforcement, creative design, retail development, direct-to-consumer
initiatives and specialized property extensions. SB is led by a superior
management team with decades of experience in media, content creation,
branding, licensing, marketing and finance. For more information, visit
www.sabanbrands.com.

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.

SOURCE Saban Brands

Website: http://www.sabanbrands.com
Contact: Kelsey Lynch, +1-310-203-5875, KLynch@sabanbrands.com; or Juliette
Reashor, +1-716-687-3354, juliette.reashor@mattel.com
 
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