Barbie® Opens the Doors to Her Real Life Dreamhouse®

  Barbie® Opens the Doors to Her Real Life Dreamhouse®

      The Doll-With-It-All Invites Fans to “Play House” in a First-Ever,
       Larger-Than-Life Interactive Experience in the U.S. and Germany

Business Wire

LOS ANGELES -- February 18, 2013

On the high heels of Barbie® doll’s recent announcement that she’s selling her
Malibu mansion, the style icon revealed that, for the first time ever, fans
worldwide will now be able to literally step inside her world with Barbie™ The
Dreamhouse Experience. Two life-sized houses - complete with pink elevators, a
walk-in “glitterizer,” an endless closet and a dazzling “diamond” ring display
-- will be unveiled in South Florida at Sawgrass Mills and Berlin, Germany in
March 2013.

Barbie will open the doors to her Dreamhouse with the larger-than-life "Barbie
The Dreamhouse Experi ...

Barbie will open the doors to her Dreamhouse with the larger-than-life "Barbie
The Dreamhouse Experience" in Berlin. An additional location (not pictured)
will open in Florida March 2013. (Photo: Business Wire)

The Dreamhouse® has been a fictional Malibu landmark as well as one of the
most coveted toy homes for more than four decades. The original Barbie®
Dreamhouse® debuted in 1962, providing girls with the backdrop to “play house”
with Barbie®. In March, the real life Dreamhouses will provide an
unprecedented opportunity to interact with Barbie, her friends and family, and
truly see what it’s like to live her dreamy life. Using Radio Frequency
Identification (RFID) technology bracelets and LED touch screens, fans can
also create their own personalized experiences during the tour – including
digitally “trying on” Barbie® doll’s fabulous fashions.

“This year, Barbie is inviting fans into her world to explore what they’ve
only played with in doll size,” said Lori Pantel, vice president, global
marketing for Barbie. “Barbie’s life-sized Dreamhouses will provide fans a new
way to interact and engage with the Barbie brand while providing a memorable
experience.”

Inspired by the house in the popular web series, “Barbie™ Life in the
Dreamhouse,” Barbie™ The Dreamhouse Experience was designed, developed and
built by EMS Entertainment, a global leader in the live exhibition community.
The Dreamhouse® was built in less than a year, using more than 20 pounds of
glitter and 100 gallons of pink paint to decorate the 25,000 square foot
Berlin and the 10,000 square foot South Florida Dreamhouses.

“We’ve paid incredible attention to detail and created a completely
interactive experience by using the latest technology to personalize each
fan’s visit to the Dreamhouse,” says Christoph Rahofer, president and CEO of
EMS Entertainment. “Together with our partner Mattel, we are building a first
of its kind experience for Barbie fans around the world.”

Barbie® doll’s best friends, family and pets are also featured throughout the
experience in unexpected ways with animation, photography and interactive
games creating an engaging experience for Barbie® fans of all ages. More than
350 Barbie® dolls and other collector memorabilia will be on display and fans
can purchase the Barbie™ Dreamhouse doll and accessories onsite at the Barbie®
Dreamhouse® boutiques.

Fans can choose between general admission tickets, starting at US$14.95 and 12
€ for children ages three to 12, and several other packages including specials
for school groups, families of five, and a VIP Megastar Experience, which
includes access to the Barbie® “Fashion Runway” and the “Rockstar Stage.”
Barbie™ The Dreamhouse Experience is currently scheduled to run through the
end of 2013. For more information and pricing, visit www.barbiedreamhouse.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.

About EMS:

EMS is the leading global creator of world-renowned interactive exhibitions,
family entertainment and live stage productions. Each year, millions of people
experience EMS productions throughout Europe, North America, Asia Pacific and
Latin America. The EMS portfolio includes Barbie™ The Dreamhouse Experience,
CSI: The Experience^®, Star Trek™: The Exhibition, Leonardo DaVinci – Man |
Inventor | Genius, Terracotta Army, Dinosaurs - LIVE!, 1000 years of INCA gold
and many more through partnerships with Mattel, CBS, 20^th Century Fox and
others.

©2013 Mattel, Inc. All Rights Reserved.

MAT-B

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Contact:

Mattel Media Contact:
Stefani Yocky
310-252-6514
stefani.yocky@mattel.com
or
Ketchum PR Contact:
Jamie Haley
310-295-3349
jamie.haley@ketchum.com
or
EMS Contacts:
Tellem Grody PR
John Tellem/Dan Grody
310-313-3444
john@tellemgrodypr.com
dan@tellemgrodypr.com