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Fisher-Price® Wins Toy of the Year Awards for Smart Cycle™ Physical Learning Arcade System
Smart Cycle™ Wins Most Innovative Toy of the Year And Educational Toy of the Year!

Smart Cycle™ NEW YORK --(Business Wire)-- Feb. 18, 2008 Mattel, Inc. (NYSE: MAT), the worldwide leader in toys and family products, made headlines as the Fisher-Price Smart Cycle™ Physical Arcade Learning System received two highly coveted Toy of the Year (T.O.T.Y.) Awards. The awards were presented Saturday evening at Chelsea Piers in New York City at the Toy Industry Association's Annual T.O.T.Y. Awards gala. The Smart Cycle garnered the Most Innovative Toy of the Year Award, honoring the most outstanding, unique and creative toy introduced in the past year as well as the Educational Toy of the Year, which recognizes a toy that, through play helps children develop special skills and/or knowledge.

"We pride ourselves in developing the most innovative, fun products that foster children's development," says Kevin Curran, Senior Vice President and General Manager, Fisher-Price. "The Smart Cycle combines active play, learning and traditional arcade play, which has resonated with parents and children. We are very proud of the Smart Cycle and we are thrilled about the industry's recognition."


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About The Smart Cycle Physical Learning Arcade System
The Smart Cycle™ Physical Learning Arcade System is an innovative stationary bike that combines physical play with learning and gets preschoolers interested in a more active lifestyle with a ton of fun! Using plug-and-play technology, simply plug the stationary bike into the TV's A/V jacks. Now kids are ready to hop on it and start pedaling and steering to play fun learning games right on the TV.

About Mattel
Mattel, Inc., (NYSE: MAT, http://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. Mattel is recognized as one of the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices. With global 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.

© 2008 Mattel, Inc. All Rights Reserved.

About Fisher-Price
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:MAT) and located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world. The Company has a 77-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 (infant swings, bouncers, high chairs, nursery monitors), 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, www.fisher-price.com, provides valuable information and resources to parents.