Hot Wheels® Enters Into Licensing Partnership With Toy State®

        Hot Wheels® Enters Into Licensing Partnership With Toy State®

Hot Wheels and Toy State to Amp Up Mattel's Lights & Sound and R/C Car Toy

PR Newswire

NORWOOD, Mass., June 19, 2013

NORWOOD, Mass., June 19, 2013 /PRNewswire/ --Hot Wheels^® announced today a
new licensing partnership with Toy State^®, a leading manufacturer of licensed
and highly stylized lights and sound toy vehicles. The agreement, which kicks
off this year and runs through 2016, will invite Toy State to design and build
a new line of over-the-top lights and sound and remote controlled Hot
Wheels-branded cars.

"No doubt our fans will embrace the innovation and style that Toy State will
inject into our product lineup," said Simon Waldron, Vice President,
Marketing, Wheels. "We've given our partner the 'keys' to the Hot Wheels brand
to develop the most exciting R/C and lights and sounds cars on shelf."

Toy State will develop high-octane custom versions of Hot Wheels' R/C and
lights and sound toys under the new agreement. Price points are currently
being finalized, and product is scheduled to be on shelves beginning in 2014.
Toy State's core portfolio, which includes Road Rippers^® and Gear Heads^®, as
well as Cat^®, Cat^® Preschool, DUB Garage^® and James Bond 007™, will now
expand to include the iconic Mattel brand.

"We are very excited to be working with Mattel in this new partnership. Toy
State's portfolio has now grown even stronger with the addition of the iconic
Hot Wheels license," said Andy Friess, Senior Vice President of Marketing for
Toy State. "The signature style of Hot Wheels will blend seamlessly into the
Toy State brand family, and we look forward to adding our lights and sound
magic to the Hot Wheels vehicles consumers have been enjoying for more than 40
years. The toy vehicle aisle has just gotten a lot more exciting for fans of
Hot Wheels and cars, alike!"

The partnership will apply to Hot Wheels-branded products sold in the United
States, Canada, Puerto Rico and throughout the Asia Pacific region. Toy State
vehicles are available, domestically and internationally, wherever toys are
sold, including Wal-Mart, Toys 'R' Us, Target, K-Mart and on

About Toy State
Founded in 1984, Toy State is an innovator and industry leader in the
manufacture of licensed and highly stylized lights and sound vehicles. Toy
State's core portfolio includes Road Rippers^® and Gear Heads^®, DUB Garage^®
and James Bond 007™ lights and sounds vehicles, as well as Cat^® and Cat^®
Preschool lights and sound construction toys. Working in-step with the world's
leading automakers, and Caterpillar, the leading manufacturer of construction
equipment, Toy State products provide hours of enjoyment for kids of all ages.
For more information, visit

About the Hot Wheels Brand
Since 1968, Hot Wheels has been passionate about creating thrilling vehicle
experiences through innovative product and content. With a fan base of more
than 41 million people, Hot Wheels is the No. 1 vehicle property in the United
States producing the coolest cars imaginable. The Hot Wheels brand began as a
line of 16 1:64-scale die-cast vehicles; today, it has evolved into a true,
global lifestyle brand for boys of all ages with segments that range from
aftermarket parts to licensed apparel to branded digital content from Team Hot
Wheels, a real-life race crew of professional drivers performing over-the-top
stunts. Check out the official Hot Wheels website for the hottest car games
and racing videos, and be sure to visit the Hot Wheels Facebook page.

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®, 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. Visit us at, or .


SOURCE Toy State

Contact: Mattel Brands PR, Rachel Cooper, 310-252-5327,; or Bret Ingraham, 310-252-6396,; or Toy State, Joanna Barber, 212-488-2060 x18,
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