Universal Studios and Mattel Form Multi-Picture, Multi-Year Worldwide Marketing and Distribution DVD Alliance

Universal Studios and Mattel Form Multi-Picture, Multi-Year Worldwide Marketing and Distribution DVD Alliance

LOS ANGELES, April 11 /PRNewswire/ -- Universal Studios and Mattel today announced an unprecedented multi-picture, multi-year alliance for worldwide marketing and distribution of feature-length DVDs. The deal kicks off with a new fall release for Mattel's hugely successful Barbie(R) Entertainment franchise and a first-ever, feature-length movie for the extremely successful Polly Pocket!(TM) brand. The announcement was made today by Ron Meyer, President and COO of Universal Studios, and Neil Friedman, President of Mattel Brands.

(Photo: http://www.newscom.com/cgi-bin/prnh/20060411/LATU050 )

"An agreement of this magnitude perfectly combines the unparalleled brands of the world's largest toy manufacturer with the premier marketing and distribution infrastructure of one of the world's most successful media companies," said Meyer. "Given the breadth of Universal's film, television, home entertainment and theme parks businesses, this alliance clearly presents compelling opportunities to further expand upon this partnership across additional platforms."

Under the multi-year deal, Universal will handle global marketing and distribution of future installments of the popular Barbie(R) Entertainment franchise. To-date, the Barbie(R) brand's seven released, animated direct-to-DVDs have collectively sold more than 27 million units worldwide since the inaugural release of Barbie(TM) in the Nutcracker in 2001. Universal and Mattel's first global, joint release will be in fall 2006 with Barbie(TM) in the 12 Dancing Princesses, a princess-themed film that features the motion-capture dance movements of the New York City Ballet. Universal will also handle the worldwide release of PollyWorld(TM), the first-ever feature based on the U.S.'s No. 1 selling miniature doll(1), also scheduled for a fall 2006 street date.

"Mattel has been very successful at producing original, quality family entertainment, and we're confident that marrying the strength of our brands with Universal's marketing and distribution muscle will create a powerhouse within the toy and entertainment industries," said Friedman.

Added Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Mattel Brands, "In continuation of our long-term brand extension strategy to partner with the 'best-in-class,' we're thrilled to announce this premier alliance with Universal. Even more exciting is Universal's reach and the prospect of further extending Mattel Brands into additional forms of entertainment -- from television to theaters to theme parks."

Craig Kornblau, President, Universal Studios Home Entertainment, said, "More than just the world's top-grossing fashion doll and one of the world's best-selling small dolls, Barbie(R) and Polly Pocket!(TM) are beloved and celebrated brands that uniquely resonate with consumers everywhere. These powerful, preeminent brands are a spectacular complement to Universal's expanding portfolio of family franchises and burgeoning DVD Originals strategy."

"There are only a handful of toy brands in the world that translate to any language and are well-known and loved in every corner of the globe," said Pete Smith, President, Universal Pictures International. "Barbie(R) and Polly Pocket!(TM) are part of this brand elite, and quality entertainment products based on these properties have virtually unlimited worldwide potential."

Barbie(R)

To date, Barbie(TM) has been featured in seven full-length, animated DVD titles, all of which have ranked No. 1 on the Nielsen Entertainment VideoScan Top Kid Video Charts(2), including the brand's March 2006 release Barbie(R) Fairytopia(TM): Mermaidia(TM). Earlier this month, Barbie(R) celebrated its extension into live entertainment with the successful opening of the brand's first-ever live touring stage show, "Barbie(TM) Live in Fairytopia(TM)," traveling to 80 cities across North America through 2007.

Sold in 150 countries, Barbie(R) is the No. 1 fashion doll in the U.S.(3) and also rated both the U.S. toy industry's No. 1 property(4) and the No. 1 doll property(5) for 2005. Barbie(R) is everywhere girls are -- within 16 consumer products categories with premier licensing partners, as well as online. With 51 million monthly visits worldwide(6), Barbie(R)-branded websites are tops among girls, and Barbie.com ranks among the Top 5 Entertainment Websites for girls ages 2-11(7).

In support of the film's release, Mattel will launch a complete line of Barbie(TM) in the 12 Dancing Princesses toys and licensed products. Marketing support for the Barbie(TM) in the 12 Dancing Princesses toy line includes TV advertising and promotional ties-ins with the McDonald's(R) Happy Meal(R) program in the U.S. and Canada, as well as a program with Brach's holiday candy.

Polly Pocket!(TM)

Celebrating her first time in a feature-length film, Polly Pocket!(TM) is one of the top-selling miniature dolls worldwide and is Mattel's No. 2 girls brand (following Barbie(R)), PollyPocket.com, the official website of the award-winning 16-year-old property, is the fifth-ranked Entertainment-Kids Internet site among girls ages 2-11(8).

In conjunction with the film's release, Mattel will create a dedicated line of PollyWorld(TM) branded toys and lifestyle products. The company also will provide extensive marketing support for the property, including multi-million dollar TV advertising and promotional ties-ins such as a McDonald's(R) Happy Meal(R) program in the U.S. and Canada, a Burger King(R) kids program in international territories, and a multi-media Nickelodeon sweepstakes, among others. PollyWorld(TM) will also get a boost from 50 million consumer impressions via trailers on DVDs of Barbie(R) Fairytopia(TM): Mermaidia(TM), The Barbie(TM) Diaries, Barbie(TM) in the 12 Dancing Princesses(TM), Nanny McPhee, Curious George and Land Before Time XII: Day of the Flyers.

About Mattel

Mattel, Inc., (NYSE:MAT) (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie(R), the most popular fashion doll ever introduced. The Mattel family is comprised of such best-selling brands as Hot Wheels(R), Matchbox(R), American Girl(R) and Tyco(R) R/C, as well as Fisher-Price brands (www.fisher-price.com), including Little People(R), Rescue Heroes(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 42 countries and sells products in more than 150 nations throughout the world. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.

About USHE

Universal Studios Home Entertainment is a unit of Universal Pictures, a division of Universal Studios (www.universalstudios.com). Universal Studios is a part of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80%-owned by General Electric, with 20% controlled by Vivendi Universal.

1. The NPD Group/Consumer Information (January - December, 2005)
2. Nielsen Entertainment VideoScan charts posted on Billboard.com
3. The NPD Group, Inc. Consumer Information through Dec. 2005; Total
Property, Dolls, January - December 2005
4. The NPD Group, Inc. Consumer Information through Dec. 2005; Total
Properties, January - December 2005
5. The NPD Group, Inc. Consumer Information through Dec. 2005; Total
Property, Dolls, January - December 2005
6. WebTrends (internal analytics reporting tool) through December 2005
Includes Barbie Brand Web sites, MyScene, Kelly Club and International
Barbie sites
7. Custom site list created by Mattel using comScore Media Metrix,
December 2005 - "Top Entertainment Web Sites for Girls 2-11"
(1) Disney Channel (882,000 UV); (2) Disney.com (649,000 UV); (3)
Barbie (635,000 UV); (4) Neopets.com (617,000 UV); (5) Nick.com
(591,000 UV)
8. Custom site list created by Mattel using comScore Media Metrix, January
2006

CONTACTS:
Universal Studios Home Entertainment Publicity
Vivian Mayer
Senior Vice President, Publicity
(818) 777-3594

Lea Porteneuve
Vice President, Publicity
(818) 777-1391

Mattel Public Relations
Lauren Dougherty
(310) 252-4612

Sara Rosales
(310) 252-5397

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20060411/LATU050
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: Universal Studios and Mattel, Inc.

CONTACT: Vivian Mayer, Senior Vice President, Publicity,
+1-818-777-3594, or Lea Porteneuve, Vice President, Publicity,
+1-818-777-1391, both of Universal Studios Home Entertainment Publicity; or
Lauren Dougherty, +1-310-252-4612, or Sara Rosales, +1-310-252-5397, both of
Mattel Public Relations

Web site: http://www.fisher-price.com/

Web site: http://barbie.com/

Web site: http://www.mattel.com/
http://www.universalstudios.com/

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