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Mattel Launches Playground Productions, a Creative Storytelling Division Focused on Multiplatform Entertainment

  Mattel Launches Playground Productions, a Creative Storytelling Division
  Focused on Multiplatform Entertainment

              New Hot Wheels® Animation Project Slated For 2014

Business Wire

EL SEGUNDO, Calif. -- October 15, 2013

Leading toymaker Mattel, Inc. (NASDAQ:MAT) announced the formation of
Playground Productions, a new division within the Mattel Global Brands group
dedicated to the creation and development of strategic multiplatform
storytelling. Playground Productions will drive creative storytelling across
all Mattel brands including Barbie®, Monster High®, Max Steel™, along with the
development and launch of the new animation Team Hot Wheels®: The Origin of
Awesome debuting in 2014.

“With top entertainment industry talent, world-class brands and franchises,
and best-in-class partners, Playground Productions brings our brands to life
on today’s vast media platforms,” said Tim Kilpin, executive vice president
and general manager of Mattel Global Brands. “By focusing on storytelling as
part of the brand development process, we’re able to reinforce our global
strategy of building new franchises, growing our core brands, and optimizing
entertainment.”

Working closely with internal and external partners, Playground Productions’
mission is to identify, cultivate and produce compelling multiplatform
storylines. From script development to story boards to green lighting
theatrical productions, the business unit functions as a one-stop-creative
shop supporting all aspects of multiplatform storytelling.

Current projects on the slate include Team Hot Wheels®: The Origin of Awesome
an animated entertainment property debuting in 2014. Playground Productions
has brought on Mercury Filmworks for the project in a story that delivers new
Hot Wheels® thrills in three formats including a 22-minute origin story for
spring, 11 humorous two-minute action-packed shorts for summer and a 74-minute
direct-to-video movie for the fall. The plotline brings Hot Wheels® and its
“Go For It” attitude to life through a cast of fun-loving daredevil kids who
are always up for racing adventures. Set in the fictional town of Hilly
Woodlands, the four main characters alongside iconic Hot Wheels® vehicles
including the Bone Shaker™ and Twin Mill® must team together to catch a
mysterious, mayhem causing car, wreaking havoc on their town. Utilizing
signature orange track, their witty, comical personalities and each other,
will the youngsters be able to ward off the villainous vehicle and ultimately
form Team Hot Wheels®?

The Playground Productions team is led by David Voss, a 20 year veteran in the
toy and entertainment business serving as senior vice president. Joining the
group’s leadership team is Rob Hudnut as executive producer and chief story
strategist whose productions have won Emmy, DVD premier and Telly awards;
Peabody and two time Emmy award winning Producer Audu Paden; Academy Award
nominated producer and former Nickelodeon executive Julia Pistor will act as
producer and executive producer of feature films; veteran producer Lloyd
Goldfine; and Margaret Dean, director of production. The collective team has
more than 60 years of kid’s entertainment experience across fields of
production and development at major Hollywood studios.

“Playground Productions is dedicated to delivering impactful narratives that
drive brand engagement across all the platforms kids love,” said David Voss,
senior vice president, Playground Productions. “Storytelling is at the heart
of every great character and franchise. From script development and story
mapping, to film production and post-production, we have established a
one-stop shop for modern, creative storytelling.”

Additionally Playground Productions will manage and provide creative direction
for the recently announced live-action feature film for Max Steel™. In
co-development with Dolphin Films the movie will have a wide release in
theaters in the fourth quarter of 2014. The division is also partnering with
Columbia Pictures on an upcoming Masters of the Universe theatrical project.

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

Contact:

Mattel, Inc.
Bret Ingraham
310-252-6396
bret.ingraham@mattel.com
or
Rachel Cooper
310-252-5327
rachel.cooper@mattel.com
 
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