Mattel’s 2010 Toy Fair Press Release

In advance of the internation toy fair in NYC, Mattel has issued a press release highlighting its offerings.  “Read more” to see the entire release.

EL SEGUNDO, Calif., Feb 11, 2010 (BUSINESS WIRE) — This year’s International Toy Fair in New York heralds an exciting new lineup from Mattel, Inc. /quotes/comstock/15*!mat/quotes/nls/mat (MAT 20.49, +0.22, +1.11%) showcasing the leading toymaker’s hottest new products and licenses for 2010. The innovative, new product lines from Mattel and Fisher-Price, Inc. will invigorate imaginations, stimulate the senses and provide the play value parents expect.  

“Mattel brings kids unparalleled play experiences through relevant and exciting toys because we know kids and understand what they want,” said Neil Friedman, president, Mattel Brands. “We also know that parents are choosing carefully the products they purchase and the entertainment they consume, so we have packed innovation into our product lines across a range of price points because we know that parents are willing to pay for innovation that delivers play value from brands they trust.”


 To kick off this year’s exciting portfolio, Barbie(R) will unveil her next career as chosen by consumers on Friday, February 12 at Mattel’s Javits Galleria Showroom, 4th Level. Choosing from Architect, Computer Engineer, Environmentalist, News Anchor or Surgeon, over half a million consumers have cast their vote and Friday they will find out the next career for Barbie(R), beginning a year long global inspirational initiative for girls.

 Mattel gets into the ring with WWE(R) Superstar Triple H(R) and WWE(R) COO Donna Goldsmith to talk about Mattel’s new WWE(R) toys — the most authentic WWE action figures and accessories to date. The private event will also be held on Friday, February 12 at Mattel’s Javits Galleria Showroom, 4th Level.

 And on Monday, February 15, Fisher-Price brings two of the most beloved and legendary entertainers — Mickey Mouse and Donny Osmond — together to showcase the hottest dance moves around in a special sneak preview of Dance Star Mickey, the newest Fisher-Price feature plush, at 10 a.m. in Mattel’s Javits Galleria Showroom, 4th Level.

 This year, Mattel re-invents classic brands with innovative twists, brings to life new hot entertainment properties and unveils 2.0 toys:


 Through the years Barbie(R) has inspired girls to dream, discover and explore a world without limits. Celebrating her 125th career in 2010 Barbie(R) continues to take on new aspirational and culturally relevant careers including snowboarder, ballroom dancer, pizza chef, and race car driver with the Barbie(R) I Can Be(TM)… line of dolls.


 As the leading toy maker, Mattel has relationships with some of the biggest names in entertainment and was awarded new licenses that are coming to life in 2010. World Wrestling Entertainment(R) (WWE(R)) and HIT Entertainment’s Thomas & Friends have just hit store shelves, and Disney/Pixar’s Toy Story 3 will be arriving to stores later this summer.

 A few highlights from our entertainment portfolio include:

 WWE(R) FlexForce(TM) Action Figures, part of the new realistic WWE(R) line, places kids into the center of non-stop action with today’s biggest WWE(R) Superstars, allowing them to safely recreate the biggest WWE Superstars’ signature moves. For the collector community, a Mattel first –Superstar Scale– WWE(R) Legends Figure Assortment accurately captures a Superstar’s height, body tone and wardrobe on a smaller scale. The tech-forward Electrovision(TM) WWE(R) Championship Belt lets every kid be a champion with a sophisticated spinning LED bar that brings 450 exciting animated sequences to life. It also plays Superstars’ theme music, allowing kids to recreate their own entrance experience.

 For the first time, Fisher-Price teams up with Thomas & Friends, the world’s most popular preschool property, for a new collection of toys. Straight out of the direct-to-home DVD release Misty Island Rescue, the Thomas & Friends Trackmaster(TM) Zip, Zoom & Logging Adventure(TM) Playset features a motorized Thomas engine and all-new action features including a thrilling, never-been-done-before zip line and motorized logging mill!

 Mattel’s Toy Story 3 line offers kids the ability to collect favorite characters — old and new — and recreate scenes from the anticipated blockbuster or imagine new ones from the world of Toy Story 3. Boys will love the Toy Story 3 Buzz Lightyear Deluxe Action Wing Pack, the ultimate in role-play accessories. With the push of a button on the pack’s chest plate the wings automatically pop out, wingtips light up and Buzz starts speaking his signature phrases. When tipped horizontally, the Wing Pack’s sensors know kids are “flying” and makes corresponding flying sounds! This Wing Pack is sure to fly kids’ imaginations to “infinity and beyond!”

 Dora the Explorer has won the hearts of kids and parents everywhere. Celebrating Dora’s 10th anniversary with Nickelodeon’s Dora’s Birthday Adventure TV movie event, the all-new We Did It! Dora doll features a new take on Dora’s signature “We Did It!” song and dance. Kids can dance along as Dora pumps her arms and sways side to side to the beat.

 Every year Fisher-Price finds new ways to bring kids’ favorite characters to life and this year the magic is Mickey. The new, innovative Dance Star Mickey walks, talks, and dances his way into kids’ hearts, topping off his skills with an “out of this world” grand finale to one of his signature dances. With one press of Mickey’s foot, Dance Star Mickey comes to life for a fun interactive experience that encourages kids to get up, get active and dance. Grooving to five different songs with styles including soul, disco, Latin and techno, the dancing Mickey plush is packed with interactive games that will have children and parents laughing and dancing along.


 Now more than ever, electronics and technology are touching the daily activities of kids in fun and memorable ways. Adding a new twist to play experiences, innovative engineering is transforming small toys into sophisticated gadgets that bring a new dimension to how kids today play.

 A great example are the new Hot Wheels(R) Stealth Ride(TM) vehicles, the first ever fully functioning radio controlled vehicles that fold flat to fit in a pocket. Boys will become immersed in play as these mini-marvels fit into their super-thin carrying case, which doubles as the radio control transmitter for the vehicle. These compact cars are the ultimate in high-impact, super-small gadgetry.

 iXL, from Fisher-Price, is one of the coolest, hottest tech learning products for preschoolers. This dynamic, multi-app smart device puts learning fun into the ultimate handheld gadget. With six great applications: Story Book, Game Player, Note Book, Art Studio, Music Player and Photo Album, this is one cool device kids won’t want to put down.

Taking the timeless play pattern of memory games to a whole new level by adding light, music and motion comes LOOPZ(TM). This active interactive game is the ultimate test in rhythm and coordination consisting of four semi-circular rings with IR sensors that light up to create challenging patterns players must follow. Seven different game modes allow players to play solo, head-to-head, host up to 4 players or even turn LOOPZ(TM) into a hip musical instrument.

 Sing-a-ma-jigs are the new free-spirited, off-beat plush characters that love nothing better than to sing together. With each squeeze of their tummies, they offer up a little bit of chatter and then individual notes to a song. But the real magic happens when kids put the characters all together and squeeze their tummies one more time and the Sing-a-ma-jigs erupt into a harmonic chorus like none heard before!


 Following the smash success of Rocky The Robot Truck(TM), Matchbox unveils Matchbox(R) Stinky(TM) the garbage truck, part of the line of ‘hard working heroes.’ Stinky(TM) is the hottest in robo-vehicle innovation that features advanced robotics, sensor systems and touch points, as well as articulations and improvements that allow him to interact with boys like never before. This robot pal doesn’t stink–he thinks and talks, tells jokes, “eats,” does exercises and even sings!

 Kids can capture their very own “legend” with Imaginext(R) BIGFOOT The Monster and make a new friend in the process. This incredibly interactive monster friend features a child-friendly remote control so kids can make BIGFOOT walk, talk, eat, throw a ball and even do a forward somersault and a backwards roll.

 Coming off the roaring success of D-Rex(R), Prehistoric Pets CRUNCHER(TM) is the latest realistic dinosaur pet kids will love. Continuing the interactive robotic dino DNA CRUNCHER(TM) takes a big bite out of fun with his cantankerous carnivorous ways as he dances, plays catch, begs for food, comes when called and purrs happily when he’s petted. If sent into attack mode though, he’ll rear up on his hind legs and charge forward with startling speed while snapping his massive jaws!


 Wheel play continues to drive into the hearts of children everywhere, providing hours of hands-on fun. Mattel and Fisher–Price have the customized options and playsets kids and parents want to “roll” with this year.

 Continuing to embody speed, power and performance this year are Hot Wheels(R) Custom Motors(TM) vehicles. Their customized play gives kids the ultimate freedom to use their imaginations to design, build and race their very own custom masterpieces with a wide assortment of affordable cars and playsets.

 Kids will be geared up for lots of fun with The Little People(R) Wheelies(TM) Stand N’ Play(TM) Rampway. Perfectly sized mini-vehicles race along dual, parallel, colorful winding ramps in a ramp-filled town with tons of performance-packed vehicle fun that enables kids to interact with beloved Little People characters like never before.

 2.0 DOG TOY

 Venturing into the pet market for the first time comes Puppy Tweets(TM), the new rage in social netwoofing. Pup owners will love giving their dog this tweet by simply attaching the Puppy Tweets(TM) tag with integrated motion and sound sensors to their dog’s collar which then connects to the included USB receiver. Download the easy-to-use software to create a Twitter(TM) account for Fido and the fun begins as Puppy Tweets(TM) captures the dog’s level of activity whether barking, sleeping or playing, translating it to humorous or poignant tweets that are sure to make dog owners follow, sit or stay.

 Photos and b-roll from Friday’s Barbie event will be available following the event at For Mattel Toy Fair gallery b-roll and photos including Friday’s WWE event please visit For Fisher-Price product information, images and b-roll, please visit

 Please note credentials are required to attend all press events in the Mattel showroom.


 About Mattel, Inc.

 Mattel, Inc., /quotes/comstock/15*!mat/quotes/nls/mat (MAT 20.49, +0.22, +1.11%) ( 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(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R) , Radica(R) and Tyco(R) R/C, as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. In 2009, Mattel is recognized among the “100 Best Corporate Citizens,” as one of the “World’s Most Ethical Companies” and as one of FORTUNE Magazine’s “100 Best Companies to Work For.” With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel’s vision is to be the world’s premier toy brands–today and tomorrow.

(C) 2010 Mattel, Inc. All Rights Reserved.

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