Barbie® and Girl Scouts Partner to Create First-Ever Barbie® Patch

  Barbie® and Girl Scouts Partner to Create First-Ever Barbie® Patch

 The New “Be Anything, Do Everything” Patch Encourages the Next Generation of
         Girls to Explore Career Options and Leadership Opportunities

Business Wire

EL SEGUNDO, Calif. -- August 22, 2013

Today, Barbie® and Girl Scouts of the USA (GSUSA) announced a unique
partnership to create the first-ever Barbie® “Be Anything, Do Everything”
patch. The participation patch is designed to inspire the next generation of
female leaders by encouraging girls to explore career possibilities through
exciting new program activities.

With more than 135 diverse careers under her belt, Barbie® doll has been a
trailblazer for more than five decades. And, for over 100 years, GSUSA has
been the premier leadership organization dedicated to building girls of
courage, confidence and character, who make the world a better place. In the
spirit of Barbie® doll’s aspirational career path and GSUSA’s heritage, the
“Be Anything, Do Everything” participation patch allows Girl Scout Daisies and
Brownies (girls in kindergarten through third grade) to explore career choices
through the “I Can Be…” activity booklet.

“Together with the Girl Scouts, we hope to inspire young leaders and help
girls explore all their career possibilities," said Cathy Cline, Vice
President of U.S. Marketing, Mattel Girls’ Brands. “For over 50 years, Barbie
has encouraged girls to dream and explore a world without limits. This
partnership allows us to reach girls with an empowering message and provide
them with a new platform to discover and dream.”

“This partnership will allow Girl Scouts to offer an engaging and interactive
new leadership experience, one that leverages the appeal of Barbie in order to
encourage girls to explore exciting new career possibilities,” said Anna Maria
Chávez, CEO of Girl Scouts of the USA. “We are tying the fun girls have
playing with Barbie to an opportunity to gain insight into the careers of
today and tomorrow, through patches and discovery along the way. Like the Girl
Scouts, Barbie is an American icon, and together, we are teaching girls that
their future is wide open with possibilities, and that they can accomplish
anything they set their sights on in their career.”

“Be Anything, Do Everything”

The partnership is founded on the development of activities that encourage and
inspire girls around the country to explore a variety of careers. With the
core theme “Be Anything, Do Everything,” this partnership reaches girls online
and offline, and includes:

  *Be Anything, Do Everything Exploration: The “I Can Be…” activity booklet
    is offered in English and a bilingual English and Spanish version, a first
    for Girl Scouts, for girls to enjoy with their family, troop members and
    friends. The booklet includes activities for girls to explore a variety of
    careers. For example, girls can pick a GSUSA badge topic and “map out” all
    the interesting careers that relate to that topic. The booklet allows
    space for girls to capture, via drawing and storytelling, career ideas
    that have sparked their imaginations.
  *Special Patch: Girls who enjoy the booklet activities can collect a
    special “Be Anything, Do Everything” patch which can be worn on their Girl
    Scout uniforms.
  *Digital Game and Poll: The GSUSA For Girls website will include activities
    that further encourage girls to explore the careers that interest them.

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.

About Girl Scouts of the USA

Founded in 1912, Girl Scouts of the USA is the preeminent leadership
development organization for girls, with 3.2 million girl and adult members
worldwide. Girl Scouts is the leading authority on girls' healthy development,
and builds girls of courage, confidence, and character, who make the world a
better place. The organization serves girls from every corner of the United
States and its territories. Girl Scouts of the USA also serves American girls
and their classmates attending American or international schools overseas in
90 countries. For more information on how to join, volunteer or reconnect
with, or donate to Girl Scouts, call 800-GSUSA-4-U or visit us
atwww.girlscouts.orgor on Twitter at@girlscouts.

MAT-B

Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20130822005317/en/

Multimedia
Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50695505&lang=en

Contact:

Mattel/Barbie PR Contact:
Marissa Beck, 415-984-6218
marissa.beck@ketchum.com
or
GSUSA Contact:
Alyson Campbell, 646-218-6037
ACampbell@crt-tanaka.com
 
Press spacebar to pause and continue. Press esc to stop.