ToyQuest Revs Up Historic Partnership with Hot Wheels®

Los Angeles, CA – April 1, 2011– Start your engines! ToyQuest has signed a multi-year strategic licensing agreement with Mattel’s Hot Wheels® to launch a new line of electronic motorized vehicles for fall 2011. The new product line, a first for Hot Wheels®, will include re-creations of some of the most desired and collected Hot Wheels® models including the Twin Mill® III, Rat Bomb™ and Arachnorod®. The vehicles’ personalities and world-famous styling are highlighted through an array of eye-catching light-up features combined with thundering engine sounds and jaw-dropping motorized stunts.

“We are thrilled to partner not only with the #1 vehicles brand but also one of the leading boy’s lifestyle brands,” said Peter Magalhaes, vice president of business development for ToyQuest. “Through our collaboration with the Hot Wheels team, we have developed a line that creatively speaks to the collectors while offering compelling features and endless entertainment for younger fans of this iconic property.”

“Over the past 42 years, Hot Wheels has continually evolved to meet the changing interests of boys by incorporating cutting-edge designs and unique features that increase our play value,” said Simon Waldron, vice president marketing for Hot Wheels®. “Our partnership with toy industry leader ToyQuest extends our presence in the motorized vehicle category, bringing our innovative designs to life in a new and fresh way.”

Starting this fall, these Hot Wheels® electronic motorized vehicles will be available at major retailers nationwide including Walmart, Target, Toys’R’Us and K-mart.

About ToyQuest
ToyQuest uses innovative technology to design products that are fun and safe for children of all ages. Under the BANZAI brand, ToyQuest is the industry leader in seasonal outdoor products including water blasters, pools, constant-air and flat water slides. ToyQuest designs, develops, and markets high quality proprietary toys with premier licensing partnerships including The Walt Disney Company, DreamWorks, Fox, Mattel, Hot Wheels, Barbie Fisher-Price, Sesame Street, Rawlings, Marvel and many others. ToyQuest’s products have been seen on Good Morning America, Live with Regis and Kelly, The Late Show with David Letterman, KTLA morning show, The Ellen Degeneres Show, The View, Soap Talk, and at all major retailers nationwide. For more information, please visit www.toyquest.com.

About Mattel
Mattel, Inc. (NASDAQ:MAT – News) (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. In 2011, Mattel was named as one of FORTUNE Magazine’s “100 Best Companies to Work For” for the fourth year in a row. Mattel also is ranked among Corporate Responsibility Magazine’s “100 Best Corporate Citizens” and the “World’s Most Ethical Companies.” With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 31,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are “Creating the Future of Play.” Follow Mattel on Facebook: www.facebook.com/mattel

About Tony C.