Mattel Announces Extensive Portfolio of Licensing,Promotional and Distribution Partners for Launch of NewHot Wheels(R) Battle Force 5(TM) Entertainment Property
June 1, 2009

Battle Force 5(TM) Licensing Extensions Will Allow Boys of All Ages the Chance to Re-Create the Show’s Exciting Adventures

EL SEGUNDO, Calif., Jun 01, 2009 (BUSINESS WIRE) — Mattel, Inc. (NYSE: MAT) is announcing a full complement of licensing, promotional and distribution partners to support the launch of its new original animated series debuting on the Cartoon Network, Hot Wheels(R)Battle Force 5(TM), at Licensing International Expo in Las Vegas this week.

Featuring eye-catching CGI animation, Battle Force 5(TM) transports kids into a fantasy world where they will meet an elite team of drivers in five ultra-cool, ultra-fast vehicles. They’re teens, they’re turbo-charged and they must work together using their armored battle machines to save the Earth from the most outrageous galactic predators.

"Battle Force 5 features a new and exciting entertainment concept with plenty of crash and bash vehicular combat our fans have never seen before," said Tim Kilpin, General Manager, Mattel Brands’ Girls, Boys & Games Division. "In addition to the toy line, Battle Force 5 gives us a unique opportunity to bring the excitement of the show to life for boys through a variety of dynamic licensees, offering a wide range of products, from apparel and role play to publishing and videogames."


Hot Wheels(R)Battle Force 5(TM) makes its series debut on Saturday mornings beginning in late-August on Cartoon Network, the number one network for boys. The network will also provide full promotional support for the show. In addition, Hot Wheels(R)Battle Force 5(TM) will begin airing internationally this fall, beginning with Canada’s TELETOON network, on Sunday, September 6. Full episodes of Hot Wheels(R)Battle Force 5(TM) will be available on DVD by Warner Home Video.


The Hot Wheels(R)Battle Force 5(TM) line features a full range of toys for boys, with highlights including two different assortments of 1:24 scale battle vehicles and figures, a 1:64 scale vehicle assortment, a trackset and 1:64 vehicle assortment two-packs with a DVD containing the first episode of the show. The full Hot Wheels(R)Battle Force 5(TM) line will be sold at major retail stores nationwide beginning in October 2009.

Video Games:

Activision Publishing, Inc. will bring the heart-pounding, adrenaline-rushing excitement of Hot Wheels(R)Battle Force 5(TM) to Wii(TM) and Nintendo DS(TM) platforms this November, giving kids an entirely new way to experience the action of the television show. Gamers can choose to be members of the Battle Force 5(TM) team or the show’s evil team villains, The Sark(TM) and The Vandals(TM).

Additional Consumer Products:

Hot Wheels(R)Battle Force 5(TM) will also feature an extensive collection of nearly 30 licensed products for boys across 15 categories. Items and partners include role play toys by Creative Designs International; apparel by Freeze, AME and Handcraft; footwear by ACI International; and publishing titles by Del Rey/Random House and Firebrand Media. A full list of licensee partners and product categories are listed below.

Promotional Support:

The series will also include promotional support from McDonald’s(R) later this year and additional support in 2010.

Additionally, starting in late 2009, Royal Caribbean International will feature an exclusive Hot Wheels(R) Battle Force 5(TM) promotional program.

About Mattel, Inc.

Mattel, Inc. ( 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(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica(R) and Tyco R/C(R), as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. In 2009, Mattel is recognized among the "100 Best Corporate Citizens," as one of the "World’s Most Ethical Companies" and as one of FORTUNE Magazine’s "100 Best Companies to Work For." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 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.

© 2009 McDonald’s

© 2009 Mattel, Inc. All Rights Reserved.


Full List of Hot Wheels(R) Battle Force 5(TM) Licensees, Partners and Products:


  • Accessory Innovations (backpacks, messenger bags, wallets and small leather goods)
  • Armitron (watches)
  • Pan Oceanic (sunglasses)
  • Planet Sox (socks)


  • AME (sleepwear)
  • Children’s Apparel Network (sportswear)
  • Freeze (t-shirts)
  • Handcraft (underwear)


  • Oregon Scientific (electronic learning aids)


  • ACI International (athletic shoes, sandals)

Gifts & Collectables

  • EnterPlay (trading cards)


  • Jay Franco (bedding)
  • Kids Only, Inc. (table and chair sets)
  • The Northwest Company (throw blankets)
  • Thermos (lunch boxes)
  • Trudeau Corporation (plates and cups)

Interactive Media

  • Activision Publishing, Inc. (video games)


  • Anagram (balloons)


  • Del Rey/Random House (graphic novels)
  • Firebrand Media (magazines)

Role Play

  • Creative Designs International (role play items, including, two-way walkie talkies, dress up sets and visors)

Sporting Goods

  • Bravo Sports (skateboards)
  • Dynacraft (bikes)

Promotional Support

  • McDonald’s(R)
  • Royal Caribbean


  • Warner Home Video (DVD)


Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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