jonespublishing.com

Mattel Partners With Jones Publishing, Inc. To Create The Official Barbie™ Collector Magazine

EL SEGUNDO, Calif. (December 11, 2006) – Mattel announced today a new licensing partnership with Jones Publishing, Inc., to produce the official Barbie™ Collector Magazine, launching in February 2007 at International Toy Fair in New York. Barbie™ Collector Magazine will be a quarterly publication and is targeted to avid and loyal Barbie® doll collectors. The first issue will hit newsstands in April 2007.

Barbie™ Collector Magazine will be devoted to all things Barbie®, including features on contemporary Barbie® Collector dolls and Barbie® playline dolls, as well as extensive coverage of Vintage and Mod era dolls and collectibles. The magazine will also include much access to Mattel "behind the scenes," as well as coverage of the collector community doll clubs, doll shows and more. With a new fashion-inspired format, the publication will highlight beautiful photography with ample collecting and fashion inspiration. The publication will work with respected writers and contributors within the collecting community.

"We truly value our loyal and avid Barbie doll collectors and we are most excited to partner with Jones Publishing, Inc. to provide Barbie doll fans with a new avenue to experience the brand," said Liz Grampp, director, Barbie Marketing, Mattel Brands.

"Barbie is world-renowned and we are very pleased to be working with Mattel to give Barbie fans a sophisticated publication that will add to their collecting fun," said Patricia DuChene, editor, Barbie™ Collector Magazine.

Mattel Brands Announces Partnership with Jones Publishing, Inc. 2-2-2-2

Media Kits for Barbie™ Collector Magazine will be available December 2006. Please contact Dawn Neal, Advertising Manager for Jones Publishing 715 445-5000, ext. 138.

About Jones Publishing, Inc.

Established in 1986, Jones Publishing, Inc. ( www.jonespublishing.com ) produces DOLLS magazine, Doll Crafter & Costuming, Teddy Bear Review and Knucklebones plus four additional titles in the craft and leisure time area. In addition, the company produces Doll & Teddy Bear Expo -- the nation's largest consumer doll convention -- and various books and related reference works. The company is headquartered in Iola, Wisconsin.

About Mattel

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.

MATTEL, BARBIE and associated trademarks and trade dress are owned by, and used under license from Mattel, Inc. © 2006 Mattel, Inc. All Rights Reserved.

Rachel Cooper
Ketchum
310-584-8317

Michelle Llorin
Mattel
310-252-3520

Patricia DuChene
Jones Publishing, Inc.
715-445-5000