Member dealers can use
Wholesale Channel's search tool to quickly locate specific antique merchandise
and retrieve dealers' retail and wholesale prices.com membership also includes:
- Exposure of inventory to millions of collectors and antiques
enthusiasts on the GoAntiques .

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

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Through Wholesale Channel, member dealers increase their inventory
potential by thousands of items through tapping into a virtual warehouse.com is
the largest and only virtual marketplace for art, antiques and collectibles
offering an integrated, one-stop solution for storefront and live auction
selling plus a host of marketing services for both dealers and buyers.

Directories categorize their listings and users generally drill down through categories from general to specific to find the shopping sites they are looking for.

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mattelgamefinder.
In addition, Mattel is developing a handheld tool based on the key
elements of the www. With worldwide headquarters in El
Segundo , Calif. The Mattel vision is to be the world's premier toy brands --
today and tomorrow.

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"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.
Wholesale Channel from GoAntiques.

Dealers who sign up now also qualify for zero commission auctions on
GoAntiques.com.com
With offices in Columbus, Ohio, and Yorkshire , England, GoAntiques.

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Business Editors/Toy Industry Writers

EL SEGUNDO, Calif. 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.com international distribution network
that includes Yahoo! Shopping, AOL Shopping, Google and BobVila.com and eBay Live Auctions.

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"
As part of this effort, Mattel has launched the
www.
Standard "shopping cart" technology makes it possible for qualified buyers
to quickly select merchandise and drop it into their shopping cart for
immediate purchase at wholesale cost.

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com), including Little
People(R), Rescue Heroes(R), Power Wheels(R) and a wide array of
entertainment-inspired toy lines.
GoAntiques offers more than 300 ,000 items from over 1,700 dealers in 24
countries.

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----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.

About GoAntiques.

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com web site to help consumers search for a game
based on age, occasion, type or pricing. New service helps dealers source merchandise, expand inventory

COLUMBUS, Ohio, Antique and collectible dealers
interested in selling and sourcing quality merchandise at wholesale prices now
have a fast, easy tool to use.

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, Mattel employs more than 25,000 people in 42
countries and sells products in more than 150 nations throughout the
world.

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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."
Wholesale Channel is an exclusive service to members of GoAntiques.

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consumption jorbins

GoAntiques.com Offers Wholesale Channel

"Buyers and sellers interested in a better way to source merchandise and
who deal in wholesale pricing will appreciate the efficiency, depth and scope
of Wholesale Channel," said Jim Kamnikar, president and chief executive
officer of GoAntiques.

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In addition, the site will soon feature a list of upcoming
regional events at retail outlets. Plans are being made to bring the
segmentation to the entire games aisle in specific retail locations.mattel.
GoAntiques.

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fisher-price.com provides wholesalers immediate
access to more than 1,700 dealers around the world.com.

This category lists sites which are directories for shopping related sites.

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About Mattel

Mattel, Inc. (NYSE:MAT) (www.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.

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Antique wholesalers will find Wholesale Channel particularly effective at
promoting wholesale price visibility exclusively to qualified dealers. "It's fast, easy to use and exposes antique
professionals to a wide assortment of merchandise.

drill annies

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

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. GoAntiques. Visit GoAntiques.

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com regularly for live auction
updates.

profits houseware

- Retail and live auction venues with exposure to millions of potential
buyers through eBay.

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275 profits

mattelgamefinder.com.
- Use of software tools that permit the single-entry inventory system to
seamlessly move merchandise among fixed price, wholesale and auction
venues.

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Sellers who offer merchandise at wholesale prices will benefit from rapid
inventory turnover due to established demand among an antique-savvy audience.com.com logs more than 2 million visits and thousands of
transactions each month.

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com web site to help retail sales
staff make appropriate recommendations to consumers.