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GIRLS’ FAVORITE VIRTUAL PAL GOES SHOPPING WITH PIXEL CHIX™ ♥ TO SHOP™ MALL

Pixel Chix™ World Grows With New Environments, Features and Play Experiences Pixel Chix™ ♥ 2 Shop™ Mall Giveaway

EL SEGUNDO, Calif. (Sept. 20, 2006) – Pixel Chix™ is expanding her virtual world with the new Pixel Chix™ ♥ 2 Shop™ Mall (“Love To Shop Mall”). Launched last fall with a house, Pixel Chix™ was one of the hottest holiday toys of 2005. Since then, Pixel Chix™ has become one of the most popular electronic toys of 2006 (No. 9 property in the Youth Electronics Supercategory per NPD YTD July 2006).

In time for back-to-school and the holiday shopping seasons, Pixel Chix™ pal now works and shops in a mall, allowing girls to interact with Pixel Chix™ in an exciting new way – a “2 D girl shopping in a “3-D world.” “Pixel Chix™ provides girls with a rewarding play experience that no other toy has delivered by combining humor and friendship with innovation and technology," said Stephanie Cota, vice president, girls marketing, Mattel Brands. “We’re excited to continue to build the Pixel Chix™ world with new environments, play patterns and features, and the Pixel Chix™ ♥ 2 Shop™ Mall is sure to be a huge hit this holiday."

With the Pixel Chix™ ♥ 2 Shop™ Mall, girls can interact with their virtual pal and her sassy personality with seven different input/command buttons – including work, money, breaktime, shop and game/activity buttons. Additionally, Pixel Chix™ Love 2 Shop Mall™ features an LCD screen that flips from setting to setting, allowing the Pixel Chix™ gal to travel back-and-forth between two stores within the mall – either a boutique and food court or a salon and pet shop. With more than 20 fun games in each mall, there are nearly a “pixillion™” ways girls can interact with their Pixel Chix™ pal.

The more the Pixel Chix™ gal works, the more money she earns and has to spend on all the cool things in the mall, including a new pet dog or kitty, new clothes and pampering spa services.

Connect For More Play!

By connecting up to 10 Pixel Chix™ environments – including the new Pixel Chix™ Two-Story House (also launching this fall), the Pixel Chix™ Road Trippin™ Car or original Pixel Chix™ House – girls can create the ultimate virtual world, allowing their Pixel Chix™ pal to transition from one “house” to the next and visit with other Pixel Chix™ pals. Pixel Chix™ ♥ 2 Shop™ Mall is powered by four AAA batteries and closes up with ease to an adorable handbag-shaped carrying case, so girls can take it on-the-go. Available at retailers nationwide for a suggested retail price of $34.99.

Pixel Chix™ has also “set up shop” at www.pixelchix.com, where girls can experience more fabulous fun and games and also download a Pixel Chix™ pal onto their desktop.


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About Mattel
Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie®, the most popular fashion doll ever introduced. The Mattel family is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl® and Tyco® R/C, as well as Fisher-Price brands (www.fisher-price.com), including Little People®, Rescue Heroes®, Power Wheels® and a wide array of entertainmentinspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 26,000 people in 42 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.
MATTEL, PIXEL CHIX and associated trademarks and trade dress are owned by Mattel, Inc. © 2006 Mattel, Inc. All Rights Reserved.