RADICA’S NEW U.B. FUNKEYS™ GAME HITS SHELVES
The First Game to Merge the Vinyl Toy Trend with the World of Computer Gaming to Deliver an
Entirely New Interactive Play Experience for Tweens
EL SEGUNDO, Calif. – September 26, 2007 – Mattel Inc.’s Radica:® brings its innovation and creative
use of technology to the forefront of the marketplace with the introduction of U.B. Funkeys™, the hot
new game that taps into the latest trend of using computers and the Internet to bring toys to life in an
entirely new way.
Designed for tween boys and girls, U.B. Funkeys™ is one of the first interactive games to combine two
popular trends of kids today – vinyl toy collecting and the world of computer gaming – to create a fun and
funky virtual world that kids control. With more than 40 different U.B. Funkeys™ characters in all, some
more common than others, each one has its own look and colorful personality, and unlocks new zones to
explore and new games to play when connected to a computer through the U.B. Funkeys™ hub. By
playing games, kids can earn coins to redeem in-game prizes such as items to customize and decorate
their “crib” within the U.B. Funkeys™ game. Once their crib is “decked” out, players can upload it to the
U.B. Funkeys™ website (www.UBFunkeys.com) to share and compare with friends.
“U.B. Funkeys embodies the way kids play today – they love to collect and they love to play computer
games – and now they can enjoy the best of both worlds,” said Jim Wagner, Senior Vice President of
Radica, Mattel Brands. “By adding innovation and an interactive play experience to the popular trend of
collecting vinyl toys, we are delivering a completely unique game that will appeal to today’s tweens.”
How It Works
To get started, players install the game software that is included in the U.B. Funkeys™ Starter Kit onto a
PC and plug the U.B. Funkeys™ hub into the computer’s USB port. Once installed, players can collect
and use different character figures to access different zones and games within the world of Terrapinia™ –
a virtual world and home to the U.B. Funkeys™. By placing the characters into the U.B. Funkeys™ hub,
players can change their character onscreen and begin unlocking new zones for more game play, and
ultimately, more opportunities to earn coins to buy cool items to customize their crib. Once a player’s
crib is decked out, it can be uploaded and shared with friends online.
The U.B. Funkeys™ Starter Kit comes complete with a hub, two U.B. Funkeys™ character figures and
PC software for $19.99. U.B. Funkeys™ characters are available individually for $4.99. For more
information on U.B. Funkeys™, and to learn more about each character and the world of Terrapinia™,
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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®, 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. Mattel is recognized as one of the 100 Most
Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens
by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in
2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices.
With global headquarters in El Segundo, Calif., Mattel employs more than 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.
RADICA: and associated trademarks and trade dress are owned by Mattel, Inc.
© 2007 Mattel, Inc. All Rights Reserved.