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Fisher-Price Goes Hi-Tech at DigitalLife with the New Interactive SparkArt Creativity System Easel
Innovative Technology Coupled with Imaginative Play Sparks the Creative Minds of Preschoolers

EAST AURORA, N.Y. --(Business Wire)-- Oct. 12, 2006 Fisher-Price, the leading brand of infant and preschool toys in the world and a subsidiary of Mattel, Inc. (NYSE:MAT), takes imaginative play to a whole new level with the new SparkArt Creativity System(TM) Easel. Just in time for the holiday season, parents and preschoolers can test their drawing skills on this interactive easel at "DigitalLife" in the PC Magazine Digital Village, booth #146 October 12th - 15th at the Jacob Javits Convention Center in New York City. By combining cutting-edge technology with one of children's favorite activities - drawing, the SparkArt Creativity System(TM) Easel equips today's tech-savvy preschoolers with the interactive tools that can help inspire creativity in countless ways. Innovative technology is conveniently stored in an optical reader, which reads images and text to the child, acting like an art coach sparking even more creativity and encouraging them to take their drawing to the next level.

"Preschoolers feel comfortable with technology most adults have just begun to master such as cell phones, computers and PDAs because it has always been in their lives," says Monica Vila, VP DigitalLife, Ziff Davis Media. "It's great that toy companies like Fisher-Price with their SparkArt Easel creatively integrates today's cutting-edge technology and provide a seamless play experience that seems nothing short of magical to the child."

This full sized easel with its giant dry-erase canvas is especially designed for interactive play to take children beyond scribbles and introduce them to the basics of drawing. Its magical technology gets kids' creative juices flowing and keeps them going with audio prompts that inspire them with colors, sounds, objects and letters to help further their artistic expression.

The portable SparkArt Pod with tethered optical pen "reads" hidden codes on the easel and the included SparkArt accessories - dry erase scene starter backgrounds, color-by-sound activity pages, magic-sound magnets and more. The pod stores more than 600 word combinations and 175 sound effects to spark tons of creativity in little artists. Plus, since the SparkArt Pod and accessories are portable, preschoolers can take the fun wherever they go.

To get started, preschoolers simply touch the optical reader pen to the icons on the easel or accessories for the creative prompts and inspiration. For example, touch the monkey magnet to hear monkey sounds - does it inspire you to draw a tree, or a banana? Or, touch the color icon for suggestions on what colors to use. Or, touch the dry-erase activity sheets or magnets to reveal fun facts and sounds that prompt creativity and really bring the drawing to life. Plus, with two modes of play: create or discover, preschoolers will continue to feel inspired.

The easel features two height positions to grow with the child and it converts easily into a creativity table. Comes with two dry-erase, double-sided activity sheets, five color-by-sound sheets, 12 magnets, two 3-D models and 6 dry-erase markers. Additional accessories can be purchased for new themes and additional content for a unique creativity system.

The SparkArt Creativity System(TM) Easel retails for approximately $79.99, is appropriate for ages 3 and up and is available now.

Available at: Toys R Us | Amazon.com | Walmart.com | KBtoys.com and other major retailers.


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About Fisher-Price:
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:MAT) and located in East Aurora, New York, is the leading brand of infant and preschool toys in the world. The Company has a 75-year legacy of high quality toys that enhance early childhood development. Its often-emulated Play Laboratory was the first child research center of its kind in the toy industry, allowing researchers to observe the way children play and how play benefits their development. Some of the Company's best-known "classic" brands include Little People(R), Power Wheels(R) and View-Master(R). Fisher-Price is also a leading developer of baby gear products (nursery monitors, infant swings, high chairs) as well as a wide array of character-based toys inspired by high quality children's programming such as Sesame Street(R), Dora the Explorer(TM) and Winnie the Pooh. The Company's web site, at http://www.fisher-price.com, provides valuable information and resources to parents.

About Ziff Davis Media Inc.
Ziff Davis Media is a leading integrated media company serving the technology and videogame markets. The Company is an information services provider of technology media including publications, websites, conferences, events, eSeminars, eNewsletters, custom publishing, list rentals, research and market intelligence. In the United States, the Company publishes 7 magazines including PC Magazine, eWEEK, CIO Insight, Baseline, Electronic Gaming Monthly, Computer Gaming World and Official U.S. PlayStation Magazine. The Company exports the power of its brands internationally, with publications in 40 countries and 20 languages. Ziff Davis leverages its content on the Internet with a network of highly-targeted technology and gaming sites including PCMag.com, eWEEK.com, ExtremeTech.com and 1UP.com. The Company also produces highly-targeted b-to-b and consumer technology events including DigitalLife. With its main headquarters and PC Magazine Labs based in New York, Ziff Davis Media also has offices and lab facilities in the San Francisco and Boston markets. Additional information is available at http://www.ziffdavis.com.