Matchbox® Celebrates 60 Years of Unstoppable Heroic Vehicle Adventures

  Matchbox® Celebrates 60 Years of Unstoppable Heroic Vehicle Adventures

  Iconic Toy Brand Motors in Anniversary with 60 Cent Toy Cars at Retail and
                          $60,000 “Hero” Scholarship

Business Wire

EL SEGUNDO, Calif. -- March 6, 2013

From fire trucks to dinosaurs to police cars in pursuit, Matchbox® has
provided kids with unstoppable adventures and the durable vehicles and
playsets to tackle them for six-decades of imaginative play. To commemorate
its 60 year anniversary, Matchbox® is kicking off a three-month national
campaign to honor heroes-in-training – the children who play with, and
inspire, Matchbox®. The campaign includes the Matchbox® Heroes Wanted™
Sweepstakes with a hero-sized $60,000 college scholarship and a national
retail promotion for fans to purchase Matchbox® diecast vehicles for just 60
cents for a limited time at participating retailers now through March 10^th.

“Since its launch, Matchbox has enabled kids to live out their own adventures
with inspiration from the many community heroes they see and interact with
every day,” said Matt Petersen, vice president of North America boys
marketing, Mattel. “Sixty years later, Matchbox continues to fuel the
imagination of kids around the world through heroic vehicle play.”

The Matchbox® Heroes Wanted™ Sweepstakes calls on parents to celebrate the
heroic attributes of their children by submitting a picture and caption of
their hero-in-training dressed as their favorite real-life icon. Submissions
will be showcased on the Matchbox® Heroes Wanted™ Facebook gallery and are
automatically entered to win the grand prize – a $60,000 college scholarship.
Parents with children between three and 10 years old can enter the contest now
through May 13, 2013. Sixty prize pack giveaways will be awarded weekly
consisting of a Matchbox® branded gift box, a personalized photo-frame thank
you card and four heroic Matchbox® vehicles. To learn more about the contest
and read stories from the heroes that inspired Matchbox® vehicles, visit
www.Matchbox.com/Heroes.

Since 1953, detailed Matchbox vehicles have inspired and helped create
countless unstoppable adventures all over the world. For fans eager to start
or continue building their collection, Matchbox® is hosting a limited-time
national retail promotion. A select line of diecast vehicles will be available
for 60 cents for one week between March 4 and March 10^th at participating
retailers and on MattelShop.com.

The brand is also releasing a collectible diecast line of 24 vehicles that
harkens back to its roots to celebrate its 60^th anniversary. Finally, fans
can view the Matchbox’s® 60^th anniversary anthem video, which captures the
spirit of the brand – unstoppable vehicles for heroic adventures – at
www.Matchbox.com/Heroes.

For the hottest in Matchbox® adventures, games, toys and videos, visit
www.Matchbox.com.

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®, Monster High®, American Girl®, Thomas & Friends®,
Fisher-Price® brands, including, Little People®, Power Wheels®, as well as a
wide array of entertainment-inspired toy lines. In 2013, Mattel was named as
one of FORTUNE Magazine's "100 Best Companies to Work For" for the sixth 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 30,000 people in 40 countries and territories and
sells products in more than 150 nations. At Mattel, we are Creating the Future
of Play. Visit us at www.mattel.com, www.facebook.com/mattel or
www.twitter.com/mattel

MAT-W

Contact:

Mattel Brands PR:
Rachel Cooper
310-252-5327
rachel.cooper@mattel.com
or
Bret Ingraham
310-252-6396
Bret.ingraham@mattel.com
 
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