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Kids Turn Toy News

ESPN Consumer Products and Mattel Team Up For Authentic X Games-Inspired Toys

NEW YORK --(Business Wire)-- Jan 22, 2009 ESPN Consumer Products and Mattel, Inc. announced the launch of X Games-inspired toys – bringing the thrills and excitement of X Games skateboarding, snowboarding, Moto X and BMX competitions right to kids’ fingertips.

Targeted to children age 8-12, the line launches in stores this month with X Games skate and snow assortments. Retailing for $2.99-$ 4.99, these scale-model boards built for the tips of kids’ fingers allow them to recreate their favorite X Games tricks anywhere. Also, the X Games moto assortment will launch in January, featuring a posable, fully-articulated rider, bike and stand to reenact every trick in the book, retailing for $9.99.

In June, the X Games BMX assortment will be introduced, taking fingersport to a new level with die-cast bikes and X Games fingergloves that allow for total control, retailing for $6.99. Rounding out the collection will be X Games mobile skate parks, self-contained, scale-models that transform from a tour bus into an X Games skate park, fully equipped with steps, rails, storage and ramps, retailing for $39.99.

“ESPN is excited to partner with Mattel, the worldwide leader in the toy industry, to expand the X Games brand into a new area,” said Steve Cipolla, vice president and general manager, ESPN Consumer Products. “This line of collectibles combines skill and real action sports gear in the inventive and authentic way fans have come to expect from us.”

The X Games collectibles are the latest addition to the X Games product lineup, which includes Moto X bikes, skateboards, lifestyle apparel, sporting goods and protective gear. The products will be available at all major U.S. retailers.

“X Games is a brand that is synonymous with action sports,” said Geoff Walker, senior vice president, Wheels marketing for Mattel. “We couldn’t think of a better partner than the experts at ESPN, which has a long history of showcasing the greatest stunts at its X Games events. We want to allow kids the ability to recreate these stunts with our innovative product.”

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About ESPN
ESPN Consumer Products serve the fan and reflect the assets and equity of ESPN. ESPN Consumer Products oversees the development of product lines under the ESPN, X Games and BASS brands. The X Games Consumer Products is a full line of action sports-themed products designed for the action sports fan and enthusiast, product lines include lifestyle apparel, sporting goods and protective gear.

About Mattel, Inc.
Mattel, Inc., (NYSE: MAT, 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 2008's "100 Best Companies to Work For" by FORTUNE Magazine. With worldwide 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.