EL SEGUNDO, Calif.--(BUSINESS WIRE)-- From fire trucks to dinosaurs to police cars in pursuit, Matchbox® has provided kids with unstoppable adventures and the durable vehicles and playsets to tackle them for six-decades of imaginative play. To commemorate its 60 year anniversary, Matchbox® is kicking off a three-month national campaign to honor heroes-in-training — the children who play with, and inspire, Matchbox®. The campaign includes the Matchbox® Heroes Wanted™ Sweepstakes with a hero-sized $60,000 college scholarship and a national retail promotion for fans to purchase Matchbox® diecast vehicles for just 60 cents for a limited time at participating retailers now through March 10^th.

"Since its launch, Matchbox has enabled kids to live out their own adventures with inspiration from the many community heroes they see and interact with every day," said Matt Petersen, vice president of North America boys marketing, Mattel. "Sixty years later, Matchbox continues to fuel the imagination of kids around the world through heroic vehicle play."

The Matchbox® Heroes Wanted™ Sweepstakes calls on parents to celebrate the heroic attributes of their children by submitting a picture and caption of their hero-in-training dressed as their favorite real-life icon. Submissions will be showcased on the Matchbox® Heroes Wanted™ Facebook gallery and are automatically entered to win the grand prize — a $60,000 college scholarship. Parents with children between three and 10 years old can enter the contest now through May 13, 2013. Sixty prize pack giveaways will be awarded weekly consisting of a Matchbox® branded gift box, a personalized photo-frame thank you card and four heroic Matchbox® vehicles. To learn more about the contest and read stories from the heroes that inspired Matchbox® vehicles, visit www.Matchbox.com/Heroes.

Since 1953, detailed Matchbox vehicles have inspired and helped create countless unstoppable adventures all over the world. For fans eager to start or continue building their collection, Matchbox® is hosting a limited-time national retail promotion. A select line of diecast vehicles will be available for 60 cents for one week between March 4 and March 10^th at participating retailers and on MattelShop.com.

The brand is also releasing a collectible diecast line of 24 vehicles that harkens back to its roots to celebrate its 60^th anniversary. Finally, fans can view the Matchbox's® 60^th anniversary anthem video, which captures the spirit of the brand — unstoppable vehicles for heroic adventures — at www.Matchbox.com/Heroes.

About Mattel

Mattel, Inc. (NASDAQ: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®, Monster High®, American Girl®, Thomas & Friends®, Fisher-Price® brands, including, Little People®, Power Wheels®, as well as a wide array of entertainment-inspired toy lines. In 2013, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the sixth year in a row. Mattel also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 40 countries and territories and sells products in more than 150 nations. At Mattel, we are Creating the Future of Play. Visit us at www.mattel.com, www.facebook.com/mattel or www.twitter.com/mattel

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