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3rd Annual ‘Invent-A-Toy’ World Games Challenges America’s Kids to Invent the Toys and Games They Really Want

STAMFORD, CT - January 3, 2007 - By Kids For Kids Co. (BKFK) and Mattel (NYSE:MAT) today announced the 3rd annual ‘Invent-A-Toy’ World Games national competition. The competition aims to spark the creative and imaginative spirit of America’s kids, and to discover the blockbuster toys and games of tomorrow.

All kids have dreams. Now comes an opportunity for kids to actually materialize their dreams of fun new toys and games into real, commercially available products for other kids. With all the frenzy of toy giving over the holiday season, By Kids For Kids and Mattel are asking kids, “what is missing?” The 3rd annual ‘Invent-A-Toy’ World Games competition could bring out future “must-have” toys.

Interested kids ages 5 through 19 must submit their entries to www.bkfk.com no later than April 6, 2007. No entry fee is required. A panel of industry and academic experts in patenting, marketing, licensing and merchandising will evaluate the submissions, judged according to the following criteria: Marketability & Market Potential – 90% and Originality & Inventiveness – 10%.

Winners will be awarded a licensing contract from BKFK, legal support to patent the invention in the winner’s name (if patentable), professional expertise to bring the product to market, and a $5,000 US savings bond. Winners will be announced during an exclusive awards ceremony and press conference in June 2007, co-located at the International Licensing Show in New York City. Each winning kid plus one guardian will receive an all expenses paid trip to New York to attend the awards ceremony. Additionally, each winner will have the opportunity to identify an inspirational or supportive teacher, and that teacher will receive a $1,000 US savings bond.

For both the winners and participants, this exciting competition can be a life changing experience. Jonathan Schwartz, a high school teacher from Colfax, CA. and father of 2006 national winner Jacob Schwartz, commented: “I believe it was one of the most pivotal experiences in Jacob's life. Now when something does not work right, he looks for a solution rather than a problem. He and his younger brother say ‘why don't we invent something to fix this?’”

“It’s always exciting for us to see what kids come up with.” said By Kids For Kids Founder and CEO, Norman Goldstein. “Participation in the ‘Invent-A-Toy’ competition builds self esteem and develops vital 21st century “inventive thinking” and entrepreneurship skills.”

“Mattel spends more time than any other company talking to kids, and we never cease to be amazed by their creativity, imagination and insight. We are pleased to be a partner of By Kids for Kids with its ability to help kids with a great game and/or toy concept bring it that much closer to reality,” said Paul Fish, vice president of business development, Mattel.


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About By Kids For Kids Co.
By Kids For Kids., a closely held corporation based in Stamford, Conn., is the leading global marketing, branding and licensing company dedicated to making kids' ideas a reality. Their mission is to inspire, motivate and stimulate the innovative spirit within all kids. In addition to providing free support and educational resources to the world's children, BKFK provides entrepreneurial experiences for young inventors and supports the entire ideation through commercialization process. Learn more: www.bkfk.com

About Mattel, Inc.
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 introduced. The Mattel family is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, Radica® 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 the 30,000 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.