Mattel's Fisher-Price Subsidiary Wins Toy Of The Year Awards For "T.M.X.™" Elmo And Kid-Tough™ Digital Camera

"T.M.X.™" Elmo Wins Overall Toy of the Year and Infant/Preschool Toy of the Year

Kid-Tough™ Digital Camera Takes Honors for Electronic Entertainment Toy of the Year

NEW YORK – February 12, 2007 – Mattel, Inc. (NYSE: MAT) made headlines Saturday night as "T.M.X™" Elmo took home top honors as Toy of the Year at the Toy Industry Association's annual T.O.T.Y. Awards, held in New York. The innovative Sesame Street® toy was also recognized as Infant/Preschool Toy of the Year. The honors continued as the Kid-Tough™ Digital Camera captured the Electronic Entertainment Toy of the Year.

"We are thrilled with the honors accorded to our products by the members of our industry," says Neil Friedman, president of Mattel Brands. "Our biggest reward is the smiles we put on children's faces, and it's truly special to be honored by our peers who know exactly what it takes to create something unique and magical that children will really love."

About The Toys

Celebrating the 10th anniversary of Tickle Me Elmo, "T.M.X.™" Elmo engages children with three interactive tickle spots for gales of laughter. After more than a year of top-secret planning, the reveal of "T.M.X. ™" Elmo on September 19, 2006, kicked off the holiday shopping season with one of the most exciting and prolific days of sales in the history of the toy industry. Sales volume was stunning, exceeding everyone's wildest expectations – manufacturer, retailer and consumer. Its effect helped to generate a consumer rush to retail across the board.

The Kid-Tough™ Digital Camera is the first preschool appropriate digital camera that's tough enough and easy enough for a preschooler to use. A real digital camera with a durable drop-resistant design featuring a color preview screen that allows kids to instantly see the picture they've taken and view or delete previous shots. Also features dual handle grips, two-eye viewing and Auto Flash so even the youngest preschoolers can take great pictures.

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®, Power Wheels® and View-Master®. 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®, Dora the Explorer™ and Winnie the Pooh. The Company's web site at www.fisher-price.com, provides valuable information and resources to parents.

CONTACT:
Mattel/Fisher-Price Press Room
212-620-8551 or 212-620-8552