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Mattel's "Dora Links" Doll Available for Pre-Order Beginning Sept. 1

Dora Links Mattel Offers Sneak Peek into Dora's Explorer Girls' Groundbreaking Online World Complete Dora Explorer Girls Collection to be Unveiled and On Sale on September 29th

NEW YORK, Sep 01, 2009 (BUSINESS WIRE) -- Mattel, Inc. (NYSE:MAT) announced that starting today, consumers can get a jump on one of the most exciting new toys of the holiday season as retailers offer the opportunity to pre-order the much-anticipated new Dora Links doll for girls ages 5-8. The new doll is an exciting addition to the existing Dora the Explorer preschool TV program and product lines. Mattel is working with retailers including Walmart, Toys "R" Us, Target and more, to offer a special opportunity to pre-order the toy online at their individual websites. Also today, for the first time, consumers will have the chance for a sneak peek inside Dora's exciting new world at www.doralinks.com, before the doll itself is revealed on September 29th.

"We would like to see that everyone who wants a Dora Links doll will be able to get one," says Gina Sirard, Mattel vice-president of marketing. "This pre-order opportunity offers the best chance to those who order now that they will have the doll on September 29th when it goes on sale in stores nationwide."

The Dora Links doll is the cornerstone of the new Dora's Explorer Girls collection for girls 5 - 8 years old. The collection features Dora Links, the innovative, interactive, computer-compatible doll depicting Dora as a slightly older girl; and her four best friends - Naiya, Emma, Kate and Alana. Together, they live in the robust online world of Puerto Verde, a fictional beachside city where the girls go to school, get involved in their community, help friends, and work together to keep their home clean and green.

Dora Links is an exciting innovation in computer-connected play - appealing to a new millennia of technologically savvy kids. As girls play online, they can customize their doll and watch as she magically transforms right before their eyes - simultaneously on the doll and in the online world. The interactivity allows girls to directly influence Dora's adventures as they help her solve online mysteries that prominently feature relatable pro-social themes--like volunteerism, water conservation and planting trees to help the environment. Whether Dora and her friends are organizing a beach clean-up, volunteering at the neighborhood animal shelter, or taking part in a city-wide flower-planting day, they need kids' help to make their city a better place!

The Dora's Explorer Girls collection and the Dora Links doll, based on characters and storylines created by Nickelodeon, have been developed directly in response to consumer field research by Nickelodeon and Mattel. Following extensive discussions with parents and their daughters, Nickelodeon and Mattel partnered to create this new line of age-appropriate dolls that is infused with the Dora the Explorer 'difference': adventure, learning, empowerment and teamwork combined with the traditional play patterns that girls love (hair, pretend play, and dress up).

Sneak Peeks:

Starting today, girls can register at www.doralinks.com to receive daily "D-mail" (D as in Dora) messages from Dora featuring additional sneak peeks into the online world. Once the entire Dora's Explorer Girls collection is revealed on September 29th, girls will gain access to Dora's online world with the purchase of products.

Dora Links Doll and Collection Features:

    The Dora's Explorer Girls collection features playsets, accessories, and a total of five dolls. The dolls in the collection include the interactive Dora Links doll and her four best friends:

    Naiya, a math and science wiz who has a real passion for studying the stars Emma, an accomplished musician in the school band who takes time to help out younger musicians Kate, a voracious reader with a vivid imagination who loves to write plays and perform in them Alana, an athletic, confident soccer player who loves animals and loves helping her friends

    The collection will feature a wide range of offerings including accessory and fashion packs (sold separately), as well as the interactive Puerto Verde School. Each item in the collection will include an online code that girls can download to unlock new areas in Dora's online world including new activities, games and mysteries.

Dora Links' Exclusive Online Features:
    By plugging the Dora Links doll into the computer (via USB), girls will have access to her online world. There, girls can help Dora and her friends solve the mysteries through engaging game play that affects change in Dora's world.

    The Dora Links doll offers groundbreaking interactivity that allows girls to customize the doll and watch as she transforms before their eyes:

    By changing Dora's hair length online, the doll's hair magically changes as well. As girls explore and solve the online mysteries - which include Dora assuming a variety of disguises - the doll's speech, eye color and jewelry color can change to correspond with their play. The Dora Links doll also has a magical alert system; she knows when new mysteries are being added to DoraLinks.com. Even when the doll is disconnected from a computer, it will let girls know what new things are happening in Puerto Verde.

Dora's Explorer Girls' Development and Research:
    The Dora Links doll takes the core essence of the original preschool Dora character - the love of adventure and learning, the empowerment and self-esteem - and matches the way 5 - 8 year old girls traditionally play with dolls (hair, pretend play, dress up) to an interest in social interaction and customization through online activities.

    The Dora Links doll and the Dora's Explorer Girls collection were created directly out of extensive consumer research conducted to see what parents were looking for in appropriate dolls for their daughters. The Dora's Explorer Girls collection was created as an answer to parents' requests for a way that the beloved preschool Dora character can grow and engage with their children as they grow older.


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Mattel, Inc., (NYSE: 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(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica:(R) and Tyco(R) R/C, as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of 2009's "100 Best Companies to Work For" by FORTUNE Magazine. 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. © 2009 Mattel, Inc. All Rights Reserved. MAT-Corp/MAT-FP

Nickelodeon & Viacom Consumer Products manages the world's third largest licensing business, representing leading properties such as SpongeBob SquarePants and Dora the Explorer, and managing merchandising for Nick Jr., Nickelodeon, Comedy Central, MTVN International, and Spike TV.

Nickelodeon, now in its 30th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 99 million households and has been the number-one-rated basic cable network for 15 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).