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Kids Turn News

Mattel is introducing several new and exciting games that will appeal to the entire family

Dazzling New Line Lets Girls 5 and Up Create Fashion Forward "Bling"

Cheetah Girl and Dancing with the Stars alum Sabrina Bryan teamed up today with Fisher-Price, Inc., the largest infant and preschool toy manufacturer and a subsidiary of Mattel Inc. (NYSE:MAT), to launch the new Color Me Gemz™ line of fashion forward jewelry at Toys"R"Us Times Square. Ten lucky winners of a local New York radio station contest hosted by WPLJ each received VIP access and a first-hand lesson from Sabrina as she demonstrated how to create dazzling masterpieces and "bling up" any outfit. Immediately following, several dozen lucky girls who pre-purchased Color Me Gemz products attended a private autograph signing with the star.

"The Color Me Gemz line is so cool because it's totally easy to create necklaces, bracelets and other accessories that look like real sparkling gems. I wish I had this jewelry when I was growing up," said Ms. Bryan. "Girls are going to have so much fun together creating jewelry for every outfit for every day of the year."

"Color Me Gemz is more than just a toy. It's an ideal contemporary activity set, combining two things girls love - arts and crafts and the magic of jewelry," said Chris Byrne, The Toy Guy®. "It's easy and rewarding for kids to use, while inspiring focused creativity and giving girls something they can proudly display as their own creation."

The Color Me Gemz collection is a brand new line that allows girls to create their very own fashion-forward jewelry with the touch of a pen. Creating dazzling Color Me Gemz pieces is quick, easy and fun. Girls simply use the included jewel-toned marker pens to color specially designed facets that create the appearance of an actual gemstone so they can sparkle and shine wherever they go.

Girls can choose from four adorable Color Me Gemz sets, including a Necklace Set, Bracelet Set, Belt Set or Decorator Set. They can even create and decorate their own fashion accessories including a purse or hat. Girls can store their Color Me Gemz masterpieces in the new Color Me Gemz Jewelry Box, which can also be gem-ified inside and out.

The Color Me Gemz collection will retail for approximately $7.99 - $24.99 and is appropriate for girls ages five and up. For additional product information, visit www.colormegemz.com.


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About Sabrina Bryan:
Sabrina Bryan is a member of the multi-platinum recording act, The Cheetah Girls, as well as a star of the hugely successful Disney Channel movie franchise of the same name. In addition, she famously garnered the earliest perfect 30 score in Dancing With the Stars history in Fall of 2007 when she starred on the show. Sabrina reprised her role of "Dorinda" in The Cheetah Girls: One World set in India, which will be released August 22, 2008. One of Sabrina's solo projects is the fitness-dance DVD called BYOU, on which Sabrina was the star and co-producer. BYOU was released in early 2006 and has sold more than double-platinum while the follow-up, BYOU2, is scheduled to be released later this year. Ms. Bryan is co-writing the book "Princess of Gossip" which will be released in November 2008. For more information please log on to www.sabrinabryan.com.

About Fisher-Price:
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:MAT) 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.