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Kids Turn News


Hot Wheels™ and U.B. Funkeys™ Join Barbie™ With Kids Electronics Line From Emerson Radio

New York, NY, and El Segundo, CA, (date) – Emerson Radio Corp. (AMEX:MSN) and Mattel (NYSE: MAT) are expanding their licensing partnership to launch a new line of children's electronics for Hot Wheels™, celebrating its 40th anniversary as the No. 1 vehicle brand for boys, and U.B. Funkeys™, one of 2007's hottest new toy brands, at this year's International Licensing Expo in New York, NY.

Launched in 2007, U.B. Funkeys™ became an immediate hit among `tween boys and girls as the first interactive game to combine two popular kids' trends – vinyl toy collecting and the world of gaming. U.B. Funkeys™ includes a collection of more than 40 characters, each featuring its own look and colorful personality, and connect to the computer through the U.B. Funkeys™ hub (via USB) to unlock new zones and games in the U.B. Funkeys™ worlds. With its partnership with Emerson Radio, Mattel Brands extends the U.B. Funkeys™ brand outside the toy aisle and into the consumer electronics space with a cool, branded collection of computer speakers and a USB Flash drive.

Hot Wheels™ kids electronics by Emerson Radio, designed for boys ages 4-8, will also launch at retail this Fall for the first time. The line includes an alarm clock radio, boombox, two-way radios and a personal CD player, with further additions planned. Innovative styling and sculptured designs bring the Hot Wheels™ brand to life. The products feature a distinctive black and red flame design, car-themed moldings and controls, and fun additions such as sound effects. Under the hood will be Emerson Radio's high quality components offering extensive features and solid electronic design

"We have put tremendous effort into delivering products which capture the excitement and fascination these top-selling brands bring to children around the globe." said John Spielberger, President of Emerson Radio Corp. North America. "Kids will totally enjoy the neat functions, bright colors and cool motifs, while parents will greatly appreciate the robust, child-safe quality product design and value for which we are highly regarded within the industry."

"This partnership is significant for Mattel Brands as it marks the first time Hot Wheels enters the consumer electronics space and is one of the first licensing partnerships for the U.B. Funkeys brand," said Rosa Zeegers, Vice President, Consumer Products, Mattel Brands. "We are thrilled to extend our multi-year partnership with Emerson to bring a whole new dimension of play to the electronics aisle this Fall."

Industry-leader Mattel, and consumer electronics specialist, Emerson Radio Corp., first partnered on the successful Barbie™ kids electronics line. Launched in spring 2007, the full line of Barbie™ kids electronics features a boombox, TV, DVD player, alarm clock radios, personal CD player, telephone and sing-a-long CD player. To keep pace with today's tech-savvy kids, a new MP3 player with direct USB connection, a digital photo key chain and a CDG karaoke machine which can play song lyrics on a connected TV, will be added to the product line.

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About Emerson Radio Corp.
EMERSON RADIO CORP. (AMEX:MSN, founded in 1948, is headquartered in Parsippany, N.J. The Company designs, markets and licenses, throughout the world, full lines of televisions and other video products, microwaves, clock radios, audio and home theater products.

About Mattel
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 and among the 100 Most Trustworthy U.S. Companies by Forbes Magazine. Committed to ethical manufacturing sustainable business practices, Mattel marked a 10-year milestone in 2007 for its Global Manufacturing Principles. 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.

MATTEL, BARBIE, FISHER-PRICE, HOT WHEELS, U.B. FUNKEYS and associated trademarks and trade dress are owned by, and used under license from Mattel, Inc. © 2008 Mattel, Inc. All Rights Reserved.

©2008 Mattel, Inc. and/or Origin Products Ltd. The POLLY POCKET trademark is owned by Origin Products Ltd. Other trademarks and trade dress are owned by Mattel, Inc. or Origin Product Ltd. Manufactured under license from Mattel, Inc. All Rights Reserved.