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Mattel Delivers the Hottest Toys & Games for a Magical 2011 Holiday Season

EL SEGUNDO, Calif. October 4, 2011 --(BUSINESS WIRE)-- Bringing innovative and imaginative play experiences to kids this holiday season, Mattel Inc., the world's leading toy maker, once again delivers an exciting list of the hottest toys and games for the young, and young at heart!

"Gift-givers are looking for toys and games that will deliver magical play experiences from the moment kids open their presents to well after the holiday season," says Tim Kilpin, Executive Vice President, Mattel Brands. "Mattel delivers on all fronts offering innovation, hot entertainment licenses and unexpected ways to engage with kids' most favorite brands from Barbie and Hot Wheels to games and Fisher-Price."

Mattel continues to keep its core brands relevant with new twists on classic play patterns and unique product designs that are sure to delight this next generation of fans. Mattel's holiday toy offerings also include tech-infused products that further enhance creative and imaginative play as well as items that extend the adventure of today's favorite entertainment properties from the screen to children's playtime.

With toys for tots to games for grandparents, at a variety of play and price points, Mattel brings everyone in the family the perfect present to give or get this holiday season.

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Fun Fresh Twists from Trusted Brands

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This holiday season, players are able to customize and personalize their UNO(R) game with UNO Roboto(TM). Play begins when UNO Roboto(TM) records each player's name and unique house rule reciting it back in his playful, robotic voice. As the game progresses, players must keep up with UNO Roboto(TM) as he randomly selects the games twists and turns. (ARP: $24.99)

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For a complete list of Mattel's hot holiday toys and games, visit www.mattelbrandsmedia.com or www.fisher-price.com. Check out Fisher-Price on Facebook www.facebook.com/fisherprice and follow Mattel on Twitter @MattelBrands. Consumers can also visit www.MattelShop.com for more information.


Mattel Showcases Innovation, Hot Entertainment Licenses and Unexpected Ways to Engage with Its Brands at New York Toy Fair 2011

EL SEGUNDO, Calif. February 11, 2011 --(BUSINESS WIRE)-- As the leading toy maker and an expert in creating memorable play experiences, Mattel, Inc. (NASDAQ:MAT) unveils innovative new products that expand beyond the toy box at this year's New York International Toy Fair. As the leading toy company, Mattel boasts six of the top 10 properties in the toy industry1, according to NPD, bringing its expertise in play to new and unexpected spaces, reaching kids and adults where they are, and where they play, today — like only Mattel can.

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UNO(R) Roboto Game
For the first time ever players are able to customize and personalize their UNO(R) game with UNO Roboto(TM)! Record each player's name and set unique house rules, then let UNO Roboto(TM) get the party started with surprise commands and funny phrases that change-up the game every time.

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For Mattel Toy Fair gallery b-roll and photos please visit www.mattelbrandsmedia.com. For Fisher-Price product information, images and b-roll please visit www.fisher-price.com/media. Please note credentials are required to attend all press events in the Mattel showroom.


Celebrate the 40th Anniversary of UNO(R) on 1/11/11 with Limited Edition $1 Retro Card Games and $1 iPhone Applications

UNO(R) has a Happy Birthday on Tuesday 1/11/11 with a special "UNO(R)" promotion! For a limited time only, while supplies last at participating retailers, UNO(R) fans nationwide will be able to purchase an iconic UNO(R) Retro Card Game for only $1!

The ultra popular UNO(R) iPhone and iPad applications from Gameloft will also be available for the special anniversary price of $1 (1/11/11 only).

Created by a barber shop owner in Ohio in 1971, UNO(R) is America's No. 1 card game brand1 and is available in more than 80 countries throughout the world.

WHAT: $1 UNO(R) Retro Card Games and $1 UNO® mobile applications on iTunes for the 40th anniversary

WHEN: Tuesday, January 11, 2011

WHERE: UNO(R) Retro Card Games will be available at participating retailers UNO(R) iPhone and iPad applications from Gameloft will be available on iTunes

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http://www.dmsprod.com/UNO40/


40 Years and Counting America's #1 Card Game1 Brand Still Going Strong

Celebratory Activities Include First-Ever Tournament of Roses(R) Parade Float and Exclusive Product Offerings

EL SEGUNDO, Calif.--(BUSINESS WIRE)-- Spanning four decades, UNO(R) has created memorable moments for millions of families around the world with its fast paced fun and universal appeal. From its inception as a card game, today the UNO(R) brand is available on multiple platforms for anytime, anywhere play. In 2011, UNO(R) kicks-off its 40th anniversary on New Year's Day at the 122nd Tournament of Roses Parade followed by the official birthday celebration of UNO(R) on 1/11/11, and continues throughout the year with exciting new ways to play UNO(R)!

"What started as a card game has evolved into a multi-platform gaming brand that has created smiles for millions, crossed cultural borders and has spanned generations," said Lee Ann Wong, vice president, Mattel Games Marketing. "What's so unique about UNO is it lives wherever people play -- whether at home on the kitchen table, on a favorite game console, or on a mobile device, there's UNO."

It's an UNO(R) New Year at the Tournament of Roses Parade:
For the first time ever Mattel will participate in the world-famous Tournament of Roses Parade(R) in Pasadena, Calif. with an UNO(R) float, themed "Timeless Fun For Everyone(TM)," highlighting the rich history, universal appeal and colorful play of UNO(R). On New Year's Eve, the UNO(R) street team also will be on hand to play up patrons who eagerly await the parade on Colorado Blvd. with exclusive UNO(R) card games and warm refreshments. In the spirit of good-game-will, UNO(R) has teamed up with Save the Children to support its programs to help children living in poverty in the United States. Float highlights include:

* A highly animated and entertaining dining room-like scene with the "Little Old Lady from Pasadena" playing with her grandchildren dressed as a little princess, winged angel, astronaut and magician all playing together to illustrate UNO(R) as a game enjoyed by all
* Vibrant display of more than 20,000 creamy white Vendelia roses, 10,000 gerberas in shades of hot pink, brilliant yellow, dazzling coral and bright gold
* Carefully crafted characters made from an array of floral materials including carnations, dendrobium florets, button poms, strawflower and marigold petals, ilex berries, bent grass seed and coconut chips
* Seven inspirational young float riders, all who participate in Save the Children's education programs in rural California and chosen for their strong spirits and dedication to learning

Viewers Choice Awards: Make sure to cast your vote for the UNO(R) "Timeless Fun For Everyone™" float as your Viewers Choice favorite by voting online here or for the first time ever via text message. Simply text "FLOAT65" to 50649"2

***Check local TV listings for parade times
http://www.tournamentofroses.com/the-rose-parade/the-parade/participants/floats
http://www.youtube.com/watch?v=4T8XZLTSqko

Happy UNO(R) Birthday on 1/11/2011:
UNO(R) has a Happy Birthday on Tuesday, 1/11/11, with a special "UNO(R)" promotion! For a limited time only, while supplies last at participating retailers, UNO(R) fans nationwide will be able to purchase an iconic UNO(R) Retro Card Game for only $1!

* The UNO(R) Retro Card Game features the original color artwork and design allowing fans of all ages to go back in time while creating new game play experiences
* UNO(R) Retro Card Game will be available at major retailers nationwide for just $1
* The ultra popular UNO(R) iPhone and iPad applications from Gameloft, also will be available for the special anniversary price of $1 (1/11/11 only)

New and Innovative Ways to Play UNO(R)!
Throughout the decades, UNO(R) has reinvented itself by adding new rules, features and electronic elements, without losing its core game play. In 2011, UNO(R) introduces new customizable games and experiences for anytime, anywhere play:

* UNO Roboto(TM) — For the first time in UNO(R) history the game will have a character personality added to game play! Available this fall, UNO Roboto(TM) serves as the Interactive Wild Card who changes the UNO(R) game experience every time you play
* UNO Attack!(R) — For spring, UNO Attack!(R) gets a makeover with all-new commands, a complete redesign and the fastest card launcher ever!
* UNO(R) Mobile App — Play UNO(R) on mobile devices offering great casual game play for fast fun on the run!
* UNO(R) on Facebook — Join the more than 1.5 million fans at the UNO(R) destination for all things UNO(R). Get the latest 40th news, fun facts, exclusive promotions and more at facebook.com/uno


Mattel Springs Ahead with Fun Toys for the New Season

EL SEGUNDO, Calif., Mar 30, 2010 (BUSINESS WIRE) -- Mattel, Inc. (NASDAQ:MAT) brings springtime fun with fresh new toys and games perfect for play indoors and out. From Barbie(R) to Hot Wheels(R) and great games for the entire family, Mattel's got kids covered and parents prepped for upcoming springtime vacations, holidays and rainy or sunny day play.

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New Spring Play Keeps Boredom at Bay!

With springtime holidays just around the corner, vacations planned and weather uncertain, Mattel has the toys and games that are best bet boredom busters for kids and parents!

Planning on taking a long car or plane trip this spring? Take fun on the run with To Go! Games, offering big game fun in a convenient, travel friendly size. The To Go! Games assortment features five new versions of everyone's favorite family games including FLIPPIN' FROGS(R), KERPLUNK!(R), UNO SPIN(R), MAD GAB(R) and PICTIONARY MAN(TM) all specially designed for portable, on-the-go fun. These mini-marvels are sure to make every long trip feel like a fun game night at home! For classic on-the-run game play and just in time for Easter baskets, Springtime UNO(R) is sure to brighten up long trips and rainy nights with cute spring-themed designs making it fast spring fun for everyone.

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Mattel's Portfolio of Toys and Games Are Sure To Top Kids' Wish Lists This Holiday Season!

Barbie(R), Hot Wheels(R), UNO(R), Matchbox(R) and Fisher-Price(R) Offer Some of the Most Wanted Gifts of the Season

EL SEGUNDO, Calif., Nov 11, 2009 (BUSINESS WIRE) -- This holiday season Mattel offers an unbeatable line-up of toys and games that deliver non-stop fun, action and excitement at affordable prices savvy parents will love. Mattel's portfolio of toy brands delivers innovative ways to play every day that are sure to create lasting childhood memories beyond the holidays.

"Expectations for truly special holiday gifts haven't changed, and this year is no exception," said Neil Friedman, President, Mattel Brands. "Even though gift givers are managing their budgets more closely in this economy, toys and games must still deliver magical play experiences."

Under $30:

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* UNO Moo!(TM) offers preschoolers a barnyard-themed version of the classic card game with 28 adorable farm animal figures that replace traditional UNO(R) playing cards ($19.99)

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Fundex Games Finds the Right Word

Toy Fair Times, February 16, 2009

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Trekkies will soon have some new games to play, thanks to a licensing deal between Fundex Games and CBS Consumer Products. Coming is a line of Star Trek™ games and puzzles,based on the original series. As part of the multi-year deal, Fundex will develop Star Trek versions of UNO©, Scrabble©, All About Trivia™ and a 550-piece jigsaw puzzle line. All new products will be in stores nationwide in time for the May 2009 movie premier event.

Also under license is a line of The Wizard of Oz™ games including a family board game. For ages 8+.

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Fundex Games Announces New Licensing Partnership with Mattel
Launching Barbie™ and Hot Wheels™ Games and Puzzles at 2009 American International Toy Fair

(Indianapolis, Indiana) February 11, 2009 – Fundex Games announced today a multi-year licensing agreement with Mattel, Inc. to develop Barbie™ and Hot Wheels™ versions of games and puzzles. The initial line of 14 items will be introduced at the 2009 American International Toy Fair in New York City, February 15-18, and available at retail stores nationwide by June.

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About Fundex Games
Fundex Games, Ltd. is proud to be an industry leader in manufacturing and marketing innovative leisure time products for the entire family. ... Based near Indianapolis, Fundex is "Where Fun Comes First." For more information visit www.fundexgames.com

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Mattel and Fisher-Price Showcase New, Fun, Innovative Toys and Games at New York Toy Fair and Celebrate Milestone Anniversaries!

EL SEGUNDO, Calif., Feb 11, 2009 (BUSINESS WIRE) -- Please replace the release with the following corrected version due to multiple revisions.

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PLAY DATES FOR KIDS OF ALL AGES
With today's challenged economy, families are embracing time together at home with family and friends playing games as an affordable entertainment option. From hosting kids' play dates to dinner parties at home, Mattel provides a variety of fun options for kids of all ages.

Moms will love the fun and educational elements of UNO Moo!(TM), as preschoolers learn to match colors and animals and return them to their barn as part of this simplified version of UNO(R). Saucer Scramble(TM) keeps kids on their toes and introduces basic eye-hand coordination skills for preschoolers, as they use small nets while running to catch as many flying disks as they can.

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REALNETWORKS AND MATTEL ANNOUNCE THE RELEASE OF "UNO UNDERCOVER"
New game takes classic favorite to the casual space under multi-year agreement

SEATTLE -- July 23, 2008 -- From Casual Connect Seattle, digital entertainment services company RealNetworks, Inc. (NASDAQ: RNWK) and Mattel, Inc. today announced the release of "UNO Undercover." This casual game adaptation of America's number one card game was developed as part of Real and Mattel's exclusive multi-year agreement announced at last year's Casual Connect Seattle. Mattel and Real have since been working together to deliver some of Mattel's most recognizable games for downloadable PC and online game play throughout the world on Real's extensive distribution network.

"We are pleased to be working with Real's strong casual games development team to bring players new and dynamic ways to enjoy one of our flagship brands, UNO." said Cynthia Neiman, vice president, digital play for Mattel, Inc. "UNO Undercover" brings a fresh, light-hearted, engaging story element to the classic game play that will allow fans to enjoy UNO in a new way and also introduces our family-friendly brand to new players around the world."

"UNO Undercover," is an interesting twist on the classic favorite card game UNO, which was originally developed in 1971 and has since sold more than 200 million games in more than 80 countries. This new adaptation includes a cast of appealing characters including the story's star, Felicia Blue, a retired spy and family woman of action who achieved childhood fame as an UNO prodigy. Casual gamers will help Felicia sleuth her way through the professional world of UNO, consisting of international spies and smugglers. In addition to the story mode, players can choose to play the classic game with up to three computer-controlled competitors.

"'UNO Undercover' is a fun, interactive take on a classic family favorite," said Matt Turetzky, vice president of content and non-PC platforms for Real's Games Division. "With the game's mystery storyline and an original cast of characters, this new format of UNO adds a unique contemporary twist to a true perennial powerhouse."

As a leading publisher, developer and distributor of casual games -- the fastest growing category of PC games -- Real was chosen by the world's largest toy and game manufacturer, Mattel, for its extensive distribution network and prominence in the industry.

"UNO Undercover" is now available for trial and purchase at RealArcade.com and GameHouse.com. It will also be available later this Fall at leading retailers throughout North America.


ON THE GO WITH UNO® Instant Win Game

Official Rules

http://www.mattelgames.com/uno_onthego_rules.asp


"UNO!" Shouted As World Record For Largest Card Game Tournament Is Broken
Fans Turn Out in Celebration of the 35th Anniversary of UNO

CHARLESTON, W.Va. (October 21, 2006) - Residents of the nation's 35th state celebrated the 35th anniversary of UNO© today by setting a record for the world's largest card game tournament. The 330 participants in Charleston, West Virginia, who played the classic game from Mattel, Inc. (NYSE: MAT), beat the previous record of 320 players who played the game of Quadrille in Portugal.

"We are thrilled to celebrate this milestone anniversary for UNO© by breaking this world record," said Cynthia Neiman, vice president of marketing, Mattel Games. "The people of Charleston got into the spirit of the game and truly came together to enjoy the fast-paced fun of UNO."

The world record was broken at Appalachian Power Park in West Virginia, the home of the West Virginia Power, Charleston's minor league baseball team. An adjudicator from Guinness World Records, who traveled to the celebration from England, certified the new record as official as soon as the final round of the UNO© tournament was played.

"It is amazing to see the enthusiasm people have for UNO," said Laura Jane Nieberg, adjudicator, Guinness World Records. "I witness a lot of successful world record attempts and this is the first where hundreds of people are jumping out of their seats, yelling to be the winner."

The world record attempt highlighted the 35th anniversary celebration for UNO©, the No. 1 card game in America. As part of the festivities, West Virginia Secretary of Education and the Arts Kay Goodwin delivered an official welcome on behalf of Gov. Joe Manchin, III. Charleston Mayor Danny Jones delivered the welcome address and proclaimed it "UNO© World Record Day." Mattel made a donation to the YMCA of Kanawha Valley in Charleston in honor of the anniversary.

During the tournament, fans enjoyed UNO© competitions of their own in the Mattel Games play area. Fans lined up to play the newest addition to the UNO© family, UNO Spin™, a brand-new "twist" on the popular game. Created to celebrate 35 years of the popular card game, UNO Spin™ introduces new, never-before-seen action to the family favorite, with an UNO Spin™ wheel that features exciting command elements.

The UNO© champion, Lucinda Kowalewski from Poca, W. Va., received 2007 season tickets to the West Virginia Power, as well a prize package that included an Xbox 360™ with a 12-month Xbox Live© Gold subscription. Additionally, the winner received from DSI games a Gameboy Advanced System and two UNO© titles, UNO/SKIP-BO and UNO 52.

All tournament players received select UNO© card games; some lucky attendees received prizes that let them play even more UNO©, such as UNO© games for the Gameboy Advanced System. In addition, prize winners also received an Xbox 360™ and a 12-month Xbox Live© Gold subscription to play UNO© on Xbox Live© Arcade - complete with Xbox Vision camera support and multiple theme decks. UNO© is also available for play on other Microsoft platforms, including Windows Live™ Messenger and soon, MSN© Games (www.games.msn.com).

... etc ...


Imaginative and content-rich products... favorite classic brands... innovative use of technology
Buzz Already Building for 10th Anniversary of Tickle Me Elmo, T.M.X.

EL SEGUNDO, CA – February 9, 2006 – Mattel, Inc. (NYSE: MAT) knows what today's tech-savvy kids want in their toys and unveiled new products that are sure to get "two thumbs up" from some of the toughest critics around. These brands include perennial favorites such as Barbie©, Hot Wheels© and Fisher-Price©, as well as the industry's most prolific collection of children's favorite characters, all of which enhance traditional play through the innovative application of technology to create fun for children all over the world.

Mattel has incorporated exciting entertainment and breakthrough technology into all of its world-renowned brands, resulting in a hot new line showcasing creativity, innovation and playful fun at the 2006 American International Toy Fair in New York.

"Mattel's new product line for 2006 is quite impressive," says Chris Byrne, the Toy Guy™. "It strikes the perfect balance between classic play and technological innovation in a broad-based and appealing collection that children and their parents will find particularly relevant and desirable."

"We're looking at an exciting year ahead for Mattel as we focus on creating great toys that give children a play experience they will love and remember," says Neil Friedman, president, Mattel Brands. "It's all about creating a magical moment for children through content-rich toys that incorporate innovative features and just the right amount of technology to engage children and capture their imaginations over and over again."

... etc ...

Favorite Classic Brands:

With the world's largest portfolio of classic brands spanning many generations, Mattel is unsurpassed in re-invigorating children's favorite toys with new energy; and always in tune with the latest trends.

... etc ...

UNO®'s 35th Anniversary, featuring UNO Spin™: This year, America's No. 1 card game, UNO©, celebrates 35 years of fast, family fun. And the all-new UNO Spin™ adds a new element to the game: In a single turn, everything can change. When a spin card is played, someone must spin the wheel. Will luck be on their side? Will players get to discard cards, be forced to pick up more cards, or even exchange hands? It's fast-paced fun that'll make your head spin!

... etc ...

Innovative use of technology:

Mattel has become a master at utilizing today's technology to enhance a child's play experience through innovative, exciting and fun new products that seem to come to life in a child's hands.

...

ABOUT MATTEL
Mattel, Inc. is the world's largest toy company and the leader in the design, manufacture and marketing of toys. The company's best-selling brands include Barbie©, Hot Wheels©, Fisher-Price© and American Girl©. With headquarters in El Segundo, California, Mattel has offices and facilities in 36 countries and sells its products in more than 150 nations throughout the world. The company's corporate Web site can be found at www.mattel.com.


Cingular Customers Can Be the First to Yell ''UNO''; UNO(R) Challenge, A Wireless Multiplayer Version of the Popular Card Game UNO(R), is Now Available on Cingular Handsets.

Business Wire | November 7, 2005

RALEIGH, N.C. -- Summus, Inc. (OTCBB: SMMU), a leading provider of mobile media applications that optimize the consumer wireless experience, and Mattel, Inc. today announced that Cingular customers can now be the first to enjoy a wireless, multiplayer version of America's No. 1 Brand of Family Games (1), UNO(R). UNO(R) Challenge is available to Cingular customers for a $2.99 monthly charge via the Cingular MEdia Mall.

For the first time ever, UNO(R) Challenge provides fans with a true multiplayer experience that reflects the social core of this famous classic card game.

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New Web Site and Packaging Aid Consumers in Locating the Right Games for Them

EL SEGUNDO, Calif. (March 30, 2005) -- Ever wish you had instructions for how to find the perfect game for your next gift purchase, party or addition to game collection? Mattel, Inc. (NYSE: MAT) today announced a new initiative to help consumers locate the right games for their specific needs.

"Through extensive consumer research, we have discovered that consumers have a difficult time shopping for games because the games aisle can be overwhelming and difficult for them to determine what they want," said Phil Jackson, vice president, marketing, Mattel Brands. "We saw an opportunity to simplify the shopping experience, and our online and retail program helps consumers find the right game for the right time."

As part of this effort, Mattel has launched the www.mattelgamefinder.com web site to help consumers search for a game based on age, occasion, type or pricing. The site also offers the opportunity to sample select games and see how they are played, download game rules and locate retail stores where games can be purchased. In addition, the site will soon feature a list of upcoming regional events at retail outlets.

Scheduled for retail in spring of 2005, Mattel will feature color-coded packaging on their games, segmenting them by age group, number of players, duration of play, and key game attributes and benefits to aid in their search. Plans are being made to bring the segmentation to the entire game aisle in specific retail locations. In addition, Mattel is developing a handheld tool based on the key elements of the www.mattelgamefinder.com web site to help retail sales staff make appropriate recommendations to consumers.

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©, the most popular fashion doll ever created.

The Mattel family is comprised of such best-selling brands as Hot Wheels©, Matchbox©, American Girl© and Tyco© R/C, as well as Fisher-Price brands (www.fisher-price.com), including Little People©, Rescue Heroes©, Power Wheels© 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. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.


Toy inventor gives inside scoop on 20th century's great games

from The St. Petersburg Times Online archive
By Associated Press
Published April 12, 2004

SARASOTA - Sell 3-million books and you're on the New York Times best-sellers list. Sell 3-million records and you're on the cover of Rolling Stone magazine. Sell 3-million copies of a game or toy and you're anonymous. Tim Walsh, who in fact did invent a game (TriBond) that sold 3-million copies and was recently picked up by Mattel, decided to remedy the anonymity of toy and game inventors with The Playmakers: Amazing Origins of Timeless Toys (Keys Publishing, $50).

The coffee-table book, designed by Giles Hoover of ospreydesign in Bradenton, tells the stories of 75 hugely popular toys and games of the 20th century. For example: Uno, a card game that has sold 150-million copies, was invented by a Merle Robbins, a barber in Cincinnati, and his son Ray to settle a family disagreement about the rules of a game.

The Slinky was invented by a mechanical engineer, Richard James. He and his wife, Betty, borrowed $500 in 1945 to form James Industries, which within 10 years had sold 100-million Slinkys. When Richard James abandoned the family, Betty James brought the company back into profitability.

Play-Doh was invented by N.W. McVicker and Joe McVicker as a wallpaper-cleaning compound. It was Joe McVicker's sister-in-law who discovered the compound could be shaped like dough and came up with the name.

Slip 'n Slide was invented by Robert Carrier, an upholsterer who watched his kids belly sliding on their slick, wet and very hard concrete driveway in California. He brought home a length of Naugahyde, patented the toy and took it to Wham-O.

Monopoly has its roots in a board game called The Landlord's Game, invented by Elizabeth Magie in 1903. Monopoly itself was developed by several people, most notably Charles Darrow, who created the look the game has had since 1933 (and who took all the credit).

Walsh spent more than two years on research, using five guidelines. The toy had to have sold 10-million copies, have been on the market 10 years, have been invented outside the major toy companies, have been invented by an identifiable person and have had personal significance to Walsh and his friends.

"The perspective of how these things came to be, as an inventor, that's what intrigues me," said Walsh, 39, who lives in Sarasota with his wife, Sarah, and their daughters, ages 7 and 5.


SKIP...REVERSE...UNO©! AMERICA'S FAVORITE FAMILY CARD GAME CELEBRATES THREE DECADES OF FAST-PACED FUN

Jamie-Lynn Sigler (The Sopranos) and Bobby Cannavale (100 Centre Street) host an UNO celebrity playoff to benefit The American Foundation for AIDS Research (amfAR)

EL SEGUNDO, CA, November 7, 2001 - In the '70s, American's were wearing gaucho pants and watching The Six Million Dollar Man. The '80s had Toto at the top of the music charts and skinny ties were all the rage. When the '90s rolled around it was time for cargo pants and Beverly Hills 90210. One might wonder what all of these have to do with each other and the answer is...absolutely nothing. But through it all, UNO© has been a thread of pop culture that has run through three decades of trends as America's favorite fun-filled, fast-paced game. From top supermodels playing UNO at parties to popular singing group *NSYNC taking the game along with them on tour, UNO has been an integral and exciting part of family vacations, slumber parties, friendly gatherings and road trips. To celebrate three decades of fun Mattel Games is releasing a collectible UNO© 30th Anniversary Edition and hosting a celebrity playoff for amfAR this evening in New York City.

Hosted by Jamie-Lynn Sigler (The Sopranos) and Bobby Cannavale (100 Centre Street), the event pairs celebrities with New Yorkers to see who exactly is the numero UNO card player. Dealing out the cards will be David Alan Grier, supermodel Emme, Jason Cerbone (The Sopranos), Miss Universe Denise Quinones, New York Yankee David Justice, Marg Helgenberger (CSI), singer Faith Evans, George Wallace (Politically Incorrect), Brian McFaden (MTV), recording artist Pink and the hot new band LMNT.

"We couldn't be more excited about celebrating the release of the UNO 30th Anniversary Collector Edition with our celebrity playoff for charity in New York City," says Phil Jackson, vice president of Games & Puzzles Marketing for Mattel, Inc. "The event pays tribute to one of the most popular card games of all time, while benefiting such a worthy cause."

"We are very happy to be participating in this star-studded event celebrating 30 years of UNO," says Jerome J. Radwin, CEO of amfAR. "The generous support of Mattel will enable us to continue our research in the fight against HIV and AIDS."

UNO was created in 1971 by Merle Robbins, an Ohio barbershop owner who loved to play cards. He and his family decided to pool together $8,000, and had 5,000 games made. Since then, more than 150 million UNO games have been sold worldwide, in more than 20 different languages. There is an expansive line of UNO games with such hits as UNO STACKO™, UNO© attack!™ and UNO BLITZO™.

UNO is a classic fast-paced card game that both kids and adults love because it's easy to learn and fun to play. UNO is played by two or more players, and the first to score 500 points wins the game. Points are earned when the first player uses all of the cards in their hand. The points gained are based on the cards that the opponents are left holding. The game comes with 110 cards in four bright colors and five suits. It might sound easy, but a "Draw Two," "Skip" or "Draw Four Wild" card can move a player at the top of the game to the bottom of the deck. This special UNO game celebrates its milestone anniversary with a collectible edition featuring metallic edged cards and a jeweler's style hinged collector's case for storage.

The UNO 30th Anniversary Edition is available now at an approximate retail price of $9.99.

The American Foundation for AIDS Research (amfAR) is the leading U.S. nonprofit organization dedicated to the support of AIDS research, AIDS prevention, treatment, education, and the advocacy of sound AIDS-related public policy. Since 1985, amfAR has invested nearly $190 million in support for its programs and awarded grants to over 1,900 research teams worldwide.

Mattel, Inc.'s Boys/Entertainment division's portfolio of global brands includes some of the most popular products in the toy industry today. The division is comprised of three segments, which include Wheels, Entertainment and Games and Puzzles. The Wheels segment includes Hot Wheels©, the No.1 selling toy vehicle across all categories in the toy industry, Matchbox© and Tyco© R/C. Mattel Wheels appeals to guys ages two to 92 with toys, consumer products and collectibles. Mattel's exciting entertainment-inspired toy lines include Harry Potter™, Nickelodeon's Rugrats™, Jimmy Neutron Boy Genius™, Rocket Power™, The Wild Thornberry's™, SpongeBob SquarePants™, as well as Mattel Action brands; Rock 'em Sock 'em™ Robots, Masters of the Universe© and Max Steel™. Mattel's Games and Puzzles include favorite classics such as UNO©, Magic 8 Ball©, Skip Bo©, Ker Plunk©, Toss Across©, Fisher-Price©, Disney Games and outside North America, Scrabble©.

UNO and associated trademarks are owned by Mattel, Inc.

Hot Wheels©, Matchbox©, Tyco©, Rock 'em Sock 'em(TM), Masters of the Universe©, Max Steel™, Magic 8 Ball©, Skip Bo©, Ker Plunk!©, Toss Across©, and Fisher-Price©, are trademarks owned by Mattel, Inc., El Segundo, CA, USA


SKIP...REVERSE...UNO®! AMERICA'S FAVORITE FAMILY CARD GAME CELEBRATES THREE DECADES OF FAST-PACED FUN

UNO© 30th Anniversary Edition Pays Tribute to the Milestone Year

July 2001 (Newstream) -- In the '70s, American's were wearing gaucho pants and watching The Six Million Dollar Man. The '80s had Toto at the top of the music charts and skinny ties were all the rage. When the '90s rolled around it was time for cargo pants and Beverly Hills 90210. One might wonder what all of these have to do with each other and the answer is... absolutely nothing. But through it all, UNO© has been a thread of pop culture that has run through three decades of trends as America's favorite fun-filled, fast-paced game. From top supermodels playing UNO at parties to popular singing group *NSYNC taking the game along with them on tour, UNO has been an integral and exciting part of family vacations, slumber parties, friendly gatherings and road trips. To celebrate three decades of fun Mattel Games is releasing UNO© 30th Anniversary Edition featuring specially-designed card graphics and cool packaging.

"The UNO 30th Anniversary Edition pays tribute to one of the most popular card games of all time," said Phil Jackson, Vice President of Games & Puzzles Marketing for Mattel, Inc. "This special UNO game celebrates its milestone anniversary with a collectible edition featuring metallic-edged cards and a jeweler's style hinged collector's case for storage."

UNO was created in 1971 by Merle Robbins, an Ohio barbershop owner who loved to play cards. He and his family decided to pool together $8,000, and had 5,000 games made. Since then, more than 150 million UNO games have been sold worldwide, in more than 20 different languages. There is an expansive line of UNO games with such hits as UNO STACKO™, UNO attack!© and UNO Blitzo™.

UNO is a classic fast-paced card game that both kids and adults love because it's easy to learn and fun to play. UNO is played by two or more players, and the first to score 500 points wins the game. Points are earned when the first player uses all of the cards in their hand. The points gained are based on the cards that the opponents are left holding. The game comes with 110 cards in four bright colors and five suits. It might sound easy, but a "Draw Two," "Skip" or "Draw Four Wild" card can move a player at the top of the game to the bottom of the deck.

The UNO 30th Anniversary Edition is available now at an approximate retail price of $9.99.

Mattel, Inc.'s Boys/Entertainment division's portfolio of global brands includes some of the most popular products in the toy industry today. The division is comprised of three segments, which include Wheels, Entertainment products and Games and Puzzles. The Wheels segment includes Hot Wheels©, the No.1 selling toy across all categories in the toy industry, Matchbox© and Tyco© R/C. Mattel Wheels appeals to guys ages two to 92 with boys, consumer products and collectibles. Mattel's exciting entertainment-inspired toy lines include Harry Potter™, Nickelodeon's Rugrats™, Jimmy Neutron Boy Genius™, Rocket Power™, Wild Thornberry's™, SpongeBob SquarePants™, as well as Mattel Action brands; Rock 'em Sock 'em™ Robots, Masters of the Universe and Max© Steel™. Mattel's Games and Puzzles include favorite classics such as UNO©, Magic 8 Ball©, Skip Bo©, Kerplunk!©, Toss Across©, Fisher-Price© and Disney Games.

UNO and associated trademarks are owned by Mattel, Inc.

Hot Wheels©, Matchbox©, Tyco©, Rock 'em Sock 'em™, Masters of the Universe©, Max Steel™, Magic 8 Ball©, Skip Bo©, Ker Plunk!©, Toss Across©, and Fisher-Price© are Trademarks of Mattel, Inc., El Segundo, CA, USA


Mattel, Inc. Showcases the Hottest Toys at the 2001 American International Toy Fair in New York City

The Premiere Toy Company Highlights the Best of the BestFamily Entertainment Products

NEW YORK, (February 9, 2001) – Want to know what hot toys will be topping kids' wish lists next holiday season? America's largest toy trade show kicks off today with the unveiling of what kids (and parents) will be clamoring for in the months to come. Continuing its long-standing tradition of bringing the most innovative and compelling toys to the marketplace, today Mattel, Inc. [NYSE: MAT] and its Fisher-Price subsidiary will introduce new products that incorporate hot trends with the latest technology and traditional hands-on play at the 2001 American International Toy Fair.

A few highlights of the products to be demonstrated at the Mattel showroom include:

... etc ...

'N Sync UNO© card game that combines America's #1 brand of family games with one of today's most popular boy bands. Designed for 'N Sync fans, this special UNO© game features collectible cards with images of the band members and an exclusive re-mixed track on a promotional CD from 'N Sync.

... etc, etc ...


Mattel's Popular Card Game UNO Encourages Players to Break the Rules

Mattel Inc. is calling on all players of its popular card game UNO to develop their own "house rules" in a nationwide search for new rules to incorporate into the actual game rules. Open to U.S. residents ages 7 and older, the Mattel "UNO ... Your House Rules Can Rule!" contest kicks off Feb. 10 and will run through May 15, 1998.

Contest entries must be postmarked by May 15, 1998, and received no later than May 30. Entry forms are available online at http://www.service.mattel.com/uno, or by calling 888/281-5284.

In its search for America's best UNO "house rules," Mattel is looking for unusual and creative rules that build off the current rules and enhance game play, yet are simple enough to be easily adopted by UNO players everywhere. Each entry received will be evaluated by independent experts and representatives from Mattel.

Three lucky winners may have their rules incorporated into the official UNO rules. All three will win cash prizes -- a grand prize of $5,000, followed by a second prize of $2,500 and a third prize of $1,500. In addition, the winners will be flown to Los Angeles in November for the Mattel/UNO Celebration Party and will receive a package of Mattel games.

With 120 million games sold worldwide since its creation in 1971, UNO is considered to be the nation's most popular card game. The object of the game is simple: get rid of all the cards in a hand by matching the colors or numbers on a discard pile. A player down to his or her last card must say, "UNO!" in order to win. UNO was created by Merle and Marie Robbins, their son Ray and his wife in 1971, with a total investment of $8,000, as an alternative to card favorites such as Crazy Eights, poker, pinochle and bridge.

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