(3)

For additional information about holiday shopping, and more than 300 links
to catalog and online retailers, visit The DMA's consumer Web site ,
http://www.

msn jeannine

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 created..

-- BOUNCE 'ROUND Wet 'n Dry Slide
(Spin Master/ages 3-8 years/approximate retail price: $349. This is the latest introduction in the super popular TV Games
line that's transforming the way people think of video games.

-- SONY PSP
(Sony/ages 8 and up/approximate retail price: $249.99-$19. You can play through training levels or
increasing levels of difficulty.99 at newsstands everywhere.

ratings eshop

, Mattel employs more than 25,000 people in 42
countries and sells products in more than 150 nations throughout the
world. The gaming controls are easy to
operate, and the touch screen adds new levels of excitement and
versatility for play or communication.(1)

-- Seventy-two percent of women shop from the home or office, compared
to 66% of men. Other popular catalog purchases include Gifts (40%),
Books/Music/Videos (37%), Home Decor or Furniture (26%), Toys + Games
(24%), Electronics (23%), Sporting Goods (21%), Gardening Supplies
(14%), Food (12%), Flowers (12%), and Pet Supplies (11%).

(1) Opinion Research Corporation survey for the Direct Marketing
Association, September 15-17, 2005
(2) Direct Marketing Association.

ways toys

Business Editors/Toy Industry Writers

EL SEGUNDO, Calif. 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.com web site to help retail sales
staff make appropriate recommendations to consumers . On newsstands this week,
the Spring/Summer 2005 issue of Toy Wishes reflects this shift within
the toy industry. Stunt ramps and playsets sold separately.

-- NINTENDO DS
(Nintendo/ages 8 and up/approximate retail price: $149.3-inch display and super smooth
controls, gaming has never felt so sleek. Other popular items
purchased on the Web: Apparel (48%), Travel Services/Airline Tickets
(47%), Gifts (44%), Electronics/Computers (43%), Tickets/Sports +
Entertainment (33%), Toys + Games (31%), Home Decor or Furniture
(21%), Sporting Goods (19%), Flowers (16%), Pet Supplies (10%), Food
(7%), and Gardening Supplies (6%).

eshop decision

dolls toys

With worldwide headquarters in El
Segundo, Calif.or else. Just snap them on and you can add all kinds of
eye-catching lights and sounds so even the most ordinary bicycle is
instantly transformed with a touch of electronic bling. DMA
provides the following statistics about how much people are spending, what
they are buying, and how they will do their shopping this season.

epinions msn

"
As part of this effort, Mattel has launched the
www.99)
There's no question that for fighting crime this year, Gotham City
is the place to be and Batman Begins is the movie to set the scene..

Fun Facts for Holiday Shopping From the Direct Marketing Association

collectible buying

From dolls and
vehicles to gaming systems and outdoor toys there are all kinds of
toys for all kinds of kids - including those who are kids at heart. Set the scene for the competition with this stage and
dressing room playset that doubles as a carrying case . It inflates in less than a
minute with the included air pump.

-- FLASH FLOOD SUPER SOAKER
(Hasbro/ages 7 and up/approximate retail price: $19. The wheels are
cool collectibles in tons of different varieties, but that's just the
beginning.99)
Tricking out your bike is a snap with these totally outrageous
bike accessories.

-- TRIVIAL PURSUIT DVD STAR WARS SAGA EDITION GAME
(Hasbro/for adult players/approximate retail price: $49. For
more information check out www .

collectible doll

The Mattel vision is to be the world's premier toy brands --
today and tomorrow. Just connect the hose and you're
ready to have a hot time staying cool all summer long.(1) With the holiday shopping season underway, Americans are flocking to
catalogs, the Web, and stores to find items on their holiday gift lists. "US Direct Marketing Today: Economic
Impact 2005"
(3) Direct Marketing Association.

generated types

No crime fighter is going to want to be without this
super cool car. That
stands for Constant Pressure System, and it means that you can shoot a
steady stream of water just by pulling the trigger--so your last drop
of water is as powerful as your first.

-- SPOKEY DOKES
(Maui Toys/ages 5 and up/approximate retail price: $3. The lightsaber interacts with what
you see on the TV screen for exciting action that brings the Star Wars
saga to life right in your living room.
Toy Wishes is available for $3.

barbies advice

In addition, the site will soon feature a list of upcoming
regional events at retail outlets.mattel.. Most telling is the magazine's much-anticipated Hot
Dozen list which spotlights its picks for hottest toys of the season. You can rev each up with the ripcord , then race, perform
stunts and compete. Basic sets include a collectible wheel, two brakes
and rotors and a launcher. Get your hands on handheld
gaming like you've never seen it before. Add to that incredible
graphics resolution, a powerful gaming engine, a Memory Stick slot and
all kinds of expandable capabilities and the power to play video and
music, and you've got an all-in-one entertainment system that will
make you the envy of your neighborhood.(1)

-- Consumers and businesses will spend $133 billion on catalog purchases
in 2005, an increase from $126 billion last year.(3)

-- The Web will generate nearly $284 billion in sales of all products
and services in 2005, up from $243 billion in 2004.(4)

-- Books/Music/Videos are the most popular online purchases, with 55% of
online shoppers buying these items on the Web.(1)

Why do they shop from home or office?

-- Sixty-three percent of shoppers cite convenience as the reason they
shop via catalogs, the Internet, mail, or phone.

decision webpage

99)
If you haven't heard by now, the DS stands for Dual Screen, and
this next-generation handheld delivers tons of gaming action, with
wireless communication and much more. NEW YORK, According to the Direct Marketing
Association (DMA), Americans plan to spend $299 billion on holiday gifts this
year.

msn buying

com web site to help consumers search for a game
based on age, occasion, type or pricing.
In addition, Mattel is developing a handheld tool based on the key
elements of the www. Or pull the Flash Flood lever
and empty the tank on your opponent in one huge soaking flood.99 and
up)
Let 'em rip! Fly Wheels are the summer's hottest collectible
racing toys that will keep your summer fun rolling. Challenge yourself and your friends with more than 2,500
questions on cards, 600 interactive DVD questions and 100 special
screen cards.(1)

-- Men are more likely to procrastinate, with 51% finishing their
shopping the final week compared to 41% of women.

buying doll

99)
Turn your backyard into a water park with this incredible
splash-and-slide inflatable playground.

-- EA SPORTS TV GAMES
(JAKKS Pacific/ages 5 and up/approximate retail price: $24..

Beginning March 22, consumers who frequent Toys "R" Us will
receive a free Spring/Summer 2005 issue of Toy Wishes when they make a
purchase, while supplies last.(1)

-- Men plan to spend $1,515 on gifts, while women plan to spend
$1,240.(1)

-- Americans plan to spend an average of $211 on Apparel gifts this
holiday season.(1)

-- An additional 31% of shoppers will finish their gift buying two weeks
before the holiday.

price webpage

(NYSE:MAT) today announced a new initiative to help consumers locate
the right games for their specific needs.

Business Editors/Feature Editors
FEATURE.99)
The classic Madden '95 and NHL '95 deliver all the excitement and
challenge in a completely new plug-and-play version.99)
Are you ready to battle the Dark Side, Jedi? This exciting new
plug-and-play game lets you do just that.(1)

How much will they spend?

-- American adults plan to spend a total of $299 billion on holiday
gifts in 2005 - an average of $1,373 per person.

consider barbie

"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. 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.'
So, without further ado, here is the Spring 2005 Hot Dozen (in
alphabetical order):

-- AMERICAN IDOL BARBIE AND AMERICAN IDOL SHOW STAGE PLAYSET
(Mattel/ages 5 and up/approximate retail price: dolls $19.

-- FANTASTIC FOUR ELECTRONIC "THING" HANDS AND FEET
(Toy Biz/ages 6 and up/sets of hands and feet sold separately,
approximate retail price: $19.

collectible advice

com), including Little
People(R), Rescue Heroes(R), Power Wheels(R) and a wide array of
entertainment-inspired toy lines.

NEW YORK----

Spring Issue of Toy Wishes Magazine, The Ultimate Guide to Family
Entertainment, Hits Newsstands This Week

The definition of 'toy' is changing and as children redefine their
idea of play the toy industry has responded, introducing entertainment
and lifestyle products into the toy aisles.
In addition to hundreds of toy reviews, the latest issue of Toy
Wishes, The Ultimate Guide to Family Entertainment , is packed with
informative articles for parents including activities that kids can do
to help others, a guide to the best family destinations across the
country and a super-savvy Summer 2005 Entertainment guide which
features upcoming movies, television, books and music for families.99 each ,
playset $19.99 each)
Oh yeah, they'll be getting out of your way when they see you
coming tricked out in these awesome accessories.(2)

-- The average catalog shopper spent $142 per order in 2004, and
purchased an average of four items per order. Forty-six percent wait until the final week to
complete their shopping, with 23% finishing the day before the
holiday.

generated barbies

"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.mattelgamefinder .

price webpage

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.mattelgamefinder.fisher-price. These dolls have got it so
totally going on with hot outfits and karaoke machines that really
play music. It
has a rocket engine, front-mounted lasers and all sorts of different
modes of play. A must for any Star Wars aficionado. Other popular gifts include Food ($195),
Electronics/Computers ($187), General Gifts ($172), Toys + Games
($149), Home Decor or Furniture ($124), Books/Music/Videos ($101),
Sporting Goods ($63), Tickets for Sports/Entertainment ($60), Pet
Supplies ($47), Flowers ($35), and Gardening Supplies ($30).

ways searchable

The celebrated magazine also contains terrific Top Ten lists including
'Top 10 Toys Kids Can Buy With Their Allowance' and 'Top 10 Rainy Day
Toys.

-- BATMAN BEGINS DELUXE BATMOBILE
(Mattel/ages 4 and up/approximate retail price: $31.
This super hot Batmobile right out of the movie is like nothing you've
ever seen before with its amazing styling and astounding features. And they make motion-activated sounds so bad guys
will be sure to get out of your way.

With its big 4.

-- STAR WARS LIGHTSABER BATTLE GAME
(Hasbro Games/ages 8 and up/approximate retail price: $49.(2)

What do they buy?

-- Nearly two-thirds of catalog shoppers - 65% - buy apparel from
catalogs.shopthenet.org. "The DMA 2005 Multichannel Marketing
Report"
(4) Opinion Research Corporation survey for the Direct Marketing
Association , October 6-8, 2005

eshop types

----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.
With several major motion pictures debuting this season, including
Star Wars: Episode III - Revenge of the Sith and Batman Begins, and
electronic gaming continuing its rise, this year's Summer Hot Dozen is
one of the magazine's most diverse lists to date.
Who is buying?

-- More than two-thirds of Americans - 70% - shop from home, buying from
catalogs, over the Internet, over the phone , or through the mail.

mixes consumer

About Mattel

Mattel, Inc.toywishes.com

(1)

-- Ninety-seven percent of Americans plan to shop for holiday gifts in
2005.

price type

Plans are being made to bring the
segmentation to the entire games aisle in specific retail locations. (NYSE:MAT ) (www.

FEATURE/Toy Wishes Announces The Spring 2005 Hot Dozen List - The Top 12 Sizzling Toys of Summer; Entertainment-Based Toys and Electronics Reflect the Shift wi

99)
You're going to get soaked with the latest high-powered water
blaster that makes excellent use of cool, new CPS Technology. You've
just kicked your water wars up a notch. Put the lightsaber in your
hand and get ready for action .99)
Test your knowledge of all six Star Wars movies in this exciting
new game that brings the classic excitement of Trivial Pursuit and the
classic entertainment of Star Wars together into one force-full new
game. Other reasons for
shopping from home or office include variety (36 percent), to save
money (34 percent), and customer service (20 percent).

dolls barbies

99)
Do you have what it takes to be the next American Idol? Barbie and
her friends Tori and Simone think they do. Everything is in
the self-contained controller, so you're ready for action in no time
at all .

-- FLY WHEELS
(JAKKS Pacific/ages 8 and up/approximate retail price: $4.(4)

When do they shop?

-- Twenty percent of shoppers plan to buy all of their holiday gifts
before Thanksgiving.

buying consider

Mattel Makes a Play for Easier Game Shopping; New Web Site and Packaging Aid Consumers in Locating the Right Games for Them

You'll feel like the
unstoppable Thing from the Fantastic Four movie wearing these sculpted
foam hands and feet.99)
PSP stands for Play Station Portable, and this hot hot hot unit is
that and so much more.

consider toys

---

- - kjjkjk

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