Visit Now Visit Now Visit Now Visit Now Visit Now Visit Now Visit Now
Kids Turn Toy News

Mattel Grows Diverse Games Portfolio with Acquisition of Phase 10® and iMAGiNiff® Games

Mattel

EL SEGUNDO, Calif.--(BUSINESS WIRE)-- Mattel, Inc. (NASDAQ: MAT) today announced it has acquired the license for the exclusive, worldwide rights to classic rummy style card game Phase 10® from Fundex Games, Ltd. and in a separate transaction, has acquired the rights to party game favorite iMAGiNiff® from Blue Opal Australia Pty Ltd.

"The addition of Phase 10® and iMAGiNiff® strengthens Mattel's robust collection of leading game brands," said Lee Ann Wong, vice president Mattel Games Marketing. "These time-tested brands provide fun, affordable and engaging experiences that complement our portfolio of adult-targeted and family-friendly games."

Phase 10® has been a top-selling card game with tens-of-millions of units purchased globally since its introduction at retail over two decades ago. Based on a popular variant of rummy known as Liverpool Rummy, Phase 10® is named after the game's 10 phases of play which a player must advance through in order to win.

"The established popularity of Phase 10® will further our leadership within the card game category, as well as enable us to introduce the game and its variants to a wider audience," said Wong.

The Phase 10® game portfolio currently includes:

  • Phase 10® Card Game/ Phase 10® Masters Card Game: The popular Rummy style card game with challenging and exciting twists! Comprised of 108 cards the object of the game is for players to complete each of the games ten specific game phases to win. If a player completes the phase successfully they advance to the next phase, if not they must try again.
  • Phase 10® Dice Game: This variation of Phase 10® gets the game rolling in action with dice! Players get three rolls with the unique Phase 10® dice in an attempt to make the highest score for a specific phase. If a player completes the phase they advance to the next, but if not must try again!
  • Phase 10® Twist™ Game: Brings big board game action to Phase 10® with a wild game of risk, reward and terrific twists as players complete rummy phases to move around the board. Players landing on the unique TWIST™ space must make challenging choices which if successful, can offer big rewards or failure.

iMAGiNiff®, a celebrated party game where players share opinions about each other, will reside alongside other games targeted to adults.

The iMAGiNiff® game portfolio currently includes:

  • iMAGiNiff®: The hilarious party board game where player's opinions matter as they attempt to find out what people really think of them--assuming they want to know, of course. Played in rounds, the object of the game is to imagine what other players are most like. Players who keep choosing the most popular answers, win the game.


News | Toy News

About Mattel
Mattel, Inc., (NASDAQ: MAT, www.mattel.com) 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. In 2010, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the third year in a row, and was ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." Mattel also is recognized among the "World's Most Ethical Companies." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 27,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play."

© 2010 Mattel, Inc. All Rights Reserved.

Phase 10 is a registered trademark of Kenneth R. Johnson.