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Kids Turn Toy News

Fundex Games Announces New Licensing Partnership with Mattel


Launching Barbie™ and Hot Wheels™ Games and Puzzles at 2009 American International Toy Fair

(Indianapolis, Indiana) February 11, 2009 – Fundex Games announced today a multi-year licensing agreement with Mattel, Inc. to develop Barbie™ and Hot Wheels™ versions of games and puzzles. The initial line of 14 items will be introduced at the 2009 American International Toy Fair in New York City, February 15-18, and available at retail stores nationwide by June.

“We are thrilled to be able to bring two of children’s most-loved brands to new toy categories that are popular with children and families,” said Chip Voigt, CEO, Fundex Games. “We are taking the essence of Hot Wheels and Barbie and creating fun-filled play experiences with board games, card games, dominoes and jigsaw puzzles.”

“Fundex Games is creating a line of games and puzzles fans of Barbie and Hot Wheels will love,” said Lee Ann Wong, Senior Director U.S. Games, Mattel, Inc. “Our partnership provides new and exciting ways families can spend quality time together, enjoying both brands.”

Elmer's The Fundex Games Barbie™ line includes classic card games like Barbie™ Stylin’ 6’s and Go Shopping with Barbie™, the Barbie™ version of the “Go Fish” card game, and completely new games like the fast-paced card game Barbie™ Fashion Stylist, where players must quickly pair up matching Barbie™ styles. The player to collect the most complete outfits wins the game. With Barbie™ Embellishment, Barbie® fans can personalize their assembled 100-piece puzzle with special craft decorative pieces.

The Fundex Games Hot Wheels™ line includes Hot Wheels™ Make ’em Move, a special feature puzzle. The 24-piece floor puzzle includes movable pieces. Kids can take a crack at turning the tires, spinning the wrenches, looping the cars and more! Hot Wheels™ Body WorX Lunch Box Game lets fans build the custom car of their dreams. The game is packaged in a reusable lunch box tin so players can take it anywhere. In Hot Wheels™ Speed Freak game, players need to quickly grab cards to make matches of their favorite cars.

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About Fundex Games
Fundex Games, Ltd. is proud to be an industry leader in manufacturing and marketing innovative leisure time products for the entire family. Among these products are a wide range of games including worldwide best-seller Phase10®, multiple award-winning Alfredo’s Food Fight™, and all-time classic Gnip Gnop™. Its RecreAction Games line is the market leader in backyard and tailgate games that include Jarts™ and Bulls-Eye Washers™. Fundex produces licensed products with the world’s most powerful brands. Fundex also distributes Sybarit™ and world-renowned games from Gigamic. The Great American Puzzle Factory division creates cutting-edge puzzle products including Alex Beard’s Impossible Puzzles, Clearly Puzzled™, Make ‘Em Move™, and licensed puzzles. Based near Indianapolis, Fundex is “Where Fun Comes First.” For more information visit

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 2009's "100 Best Companies to Work For" by FORTUNE Magazine. With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 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.

BARBIE, HOT WHEELS and associated trademarks and trade dress are owned by, and used under license from, Mattel, Inc. © 2009 Mattel, Inc. All Rights Reserved.