Fisher-Price and Nickelodeon Extend Global Licensing Partnership with New Multiyear Preschool Master Toy Agreement

Fisher-Price to Develop Toys for Nickelodeon's Leading Preschool Shows Including Dora the Explorer and Team Umizoomi

NEW YORK, March 7, 2012 - Mattel, Inc.'s subsidiary, Fisher-Price, Inc., and Nickelodeon today announced a multiyear renewal of their global licensing partnership to develop toys based on Nickelodeon's preschool programs. As preschool master toy licensee, Fisher-Price, the world's leading brand of infant and preschool toys, will develop toys from preschool TV series airing on Nickelodeon and Nick Jr. networks. Key product categories including infant and preschool toys, plush, figures, preschool vehicles, and play sets are covered under the agreement.

"Nickelodeon broke ground in preschool television almost 20 years ago with the first interactive preschool series, Blue's Clues. Current hits Dora the Explorer and Team Umizoomi continue in Nick's tradition of innovative, educational programming for preschoolers," said Sarah Kirshbaum Levy, Chief Operating Officer, Nickelodeon. "With Fisher-Price, we will continue to create engaging toys and unique play experiences for our preschool properties to deepen kids' connection with these beloved characters and to extend the educational value of our programming."

Highlights for 2012 include a new toy line developed for top-rated preschool math series, Team Umizoomi. Preschoolers will build on math skills and concepts, like counting and measuring, while recreating their own action-packed adventures with the Come and Get Us!(TM) Counting Umi Car, available this Fall.

Building on the past success of Fisher-Price toys inspired by Dora, new products for 2012 will include a dollhouse, dolls, play sets and more. Just in time for the 2012 Summer Olympics, fans of Dora the Explorer will delight in themed play with the Fantastic Gymnastics Dora doll. Kids can coach Dora through two gymnastic routines and seven unique moves, from splits to handstands to back bends, and more. The new Playtime Together Dora & Me Dollhouse unfolds to reveal tons of floor space and six rooms with tons of features for a play date with Dora, including over 30 sound effects and both Spanish and English phrases.

"We're so pleased about our continued relationship with a true innovator in high-quality entertainment," said David Allmark, Executive Vice President of Fisher-Price. "Our alliance is a great fit for Fisher-Price as we bring Nickelodeon's robust screen content to life in toys that offer children an immersive play experience in their favorite character's world."

About Fisher-Price

Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NASDAQ:MAT) located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world. The company's legacy of high quality toys has enhanced early childhood development for more than 81 years. Some of the Company's best-known "classic" brands include Little People(R), Power Wheels(R), View-Master(R) and Imaginext(R). Fisher-Price is also a leading developer of baby gear products (infant swings, bouncers, high chairs), as well as a wide array of character-based toys inspired by high quality children's programming such as Dora the Explorer(TM), Mickey Mouse Clubhouse and Thomas & Friends(R). The Company's website, www.fisher-price.com, as well as its Facebook page, www.facebook.com/fisherprice provide valuable information and resources to parents and grandparents around the world.

About Nickelodeon

Nickelodeon, now in its 32nd year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books and feature films. Nickelodeon's U.S. television network is seen in more than 100 million households and has been the number-one-rated basic cable network for 17 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NASDAQ: VIA, VIAB).