Shell Shocker™ Escapes Lab, Creates Holiday Chaos!
New Tyco® R/C "Cyber-Beast" Debuts on Store Shelves as Kids Ponder, "What is it?"
EL SEGUNDO, Calif. (October 3, 2005) - Hide the cat and put away the fine china - the newest engineering marvel from Tyco® R/C, Shell Shocker™, is creating a storm of excitement as it appears on store shelves nationwide amid a flurry of questions over what exactly it is. Sure to torment little siblings as kids "Release The Beast!™" this holiday season, the new radio controlled toy has parents pondering over, and kids delighting in, the chaos being wrought.
A transforming "beast," Shell Shocker™ ushers in a new era of radio control products. Initially a ball wrapped in a protective rhino-like skin while in "shield" mode, the creature can turn its shell inside out while in motion to gain traction and explore, and also to reveal its scorpion-like tail to attack. Shell Shocker™ can easily traverse all sorts of terrain, from pavement and grass to sand and even mud. Two glowing red eyes indicate that this is something more than your normal radio controlled toy.
"This is completely different from anything else in the R/C aisle, which is precisely why it's attracting so much attention," said Paul Fish, vice president and general manager, Tyco® R/C. "Adults are the ones asking the questions, but it's the kids who have the answers. Part alien. Part machine. Part beast. It's a concept that kids grasp, while the rest of us just scratch our heads and say, 'well, now, that's just weird.' Fortunately, kids seem to have no problem letting their imaginations run wild."
Designed for kids ages 8 and up, the open-ended nature of the product is proving to be central to its play appeal. Is it alive? Is it a machine? Is it alien or terrestrial in nature? Is it an amalgam of all these things? Kids will have to decide for themselves as they explore all transforming capabilities of Shell Shocker™ from a range of up to 70 feet over a series of various terrains.
Indeed, "transformation" seems to be the most appropriate term for Shell Shocker™ not just for the toy, but for the entire R/C category, which up until now has been known primarily for producing vehicle replicas. With the frenzy and excitement surrounding this innovative radio controlled "creature," the category has now been blown wide open.
Shell Shocker™ is now available at stores nationwide and retails for $79.99 (Tyco® R/C Pro Flexpak® batteries are sold separately).
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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 entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 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.