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Kids Turn Toy News

Mattel CEO Names Fisher-Price iXL™ as Personal Pick for Holiday 2010

Mattel Chief Executive Officer Bob Eckert unveils his number one toy pick for the holiday season: Fisher-Price(R) iXL(TM), the ultimate six-in-one smart device for preschoolers. Of the thousands of toys that the world's leading toy maker creates each year, Mr. Eckert named iXL Learning System as his personal favorite at a press conference today. (Photo: Business Wire) Multi-Tech Smart Device for Preschoolers Packs Six Applications Into One Handheld

NEW YORK --(Business Wire)-- Feb 15, 2010 Robert Eckert, Chief Executive Officer of Mattel, Inc. (NASDAQ: MAT), announced today that the Fisher-Price® iXL™ is his personal pick as the hottest toy for the 2010 holiday season. He unveiled his favorite toy today in the Fisher-Price area of the Mattel showroom.

“At Mattel, each year we create thousands of new toys – everything from our beloved classic brands like Barbie®, Hot Wheels® and Fisher-Price, to new favorites that are sure to spur kids’ imaginations for years to come,” said Eckert. “But of all the toys we introduced at Toy Fair this year, I have my own personal favorite – iXL, the new Fisher-Price multi-tech, six-in-one smart device for preschoolers.”

iXL Learning System is a child’s portable window to a whole new world of learning and entertainment with six great applications: Story Book, Game Player, Note Book, Art Studio, Music Player and Photo Album. iXL, which is PC and MAC compatible, features an SD card slot for expanded memory and comes with a USB cord to connect to the computer. A software management CD enables users to add their own photos and songs (MP3s and WMAs). iXL can also store multiple software titles, songs and pictures with no cartridges needed. iXL will be available in July 2010 for approximately $79.99; licensed software CDs will also be available, sold separately for $24.99.

“We have invested more research and development dollars into iXL than any other product in our 2010 Fisher-Price product line and it definitely shows,” commented Eckert. “We could not be happier with the product and the overwhelming response it’s already received at Toy Fair.”


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About Mattel, Inc.
Mattel, Inc., (NASDAQ:MAT) (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl® , Radica® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2009, Mattel is recognized among the "100 Best Corporate Citizens," as one of the "World's Most Ethical Companies" and as one of FORTUNE Magazine's "100 Best Companies to Work For." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands--today and tomorrow.