Mattel Springs Ahead with Fun Toys for the New Season
March 30, 2010

EL SEGUNDO, Calif., Mar 30, 2010 (BUSINESS WIRE) — Mattel, Inc. (NASDAQ:MAT) brings springtime fun with fresh new toys and games perfect for play indoors and out. From Barbie(R) to Hot Wheels(R) and great games for the entire family, Mattel’s got kids covered and parents prepped for upcoming springtime vacations, holidays and rainy or sunny day play.

Making a Springtime Splash:

April showers bring May flowers and Mattel has the playtime toys that are all set to get wet! Kids will make a springtime splash with Mattel’s watery wonders that make perfect complements for tub and rainy day play!

On those seemingly endless rainy days girls will be entertained for hours watching Barbie(R) In A Mermaid Tale(TM), the latest direct-to-DVD movie featuring Barbie and her fashionable co-star dolls and glittery dolphins. After watching girls can create their own Mermaid Tale with the Merliah(TM) Doll, the fashionable star of the movie and super cool teenager from Malibu who learns that she is secretly a mermaid. The doll features a beautiful and unique transformation from girl to mermaid – making for a mermazing experience!

To add some flair to mermaid fashion, girls will become immersed with Disney Princess Sea Pretty(TM) Styling Head allowing little stylists to give Ariel a royal look suitable for any princess party in or out of the tub. Girls will love playing with Ariel’s long, beautiful red hair that magically changes color with icy water, transforming back with warm water. Ariel’s face and bodice also feature unique color change magic and Flounder is included to make sure girls have a tub full of fun!

Polly Pocket(TM) Tropical Splash Adventure Dolls join thewater-filled fantasy play with Polly(TM) and friends Shani(R), Lea(R) and Lila(R) ready for adventure in their beach-inspired fashions and accessories. To ensure the party is a splashing success Polly Pocket(TM) Tropical Splash Adventure Playset lets Polly and friends cool off and enjoy water-filled fun with an exciting whirling race to the water! Girls will have a blast dipping their Polly(TM) doll’s hair into the water for a cool color change effect that gives her blonde hair a purple streak. The playset has everything a girl needs to stay cool including a pool, jacuzzi, hammock, palm trees, a Polly(TM) doll, pet monkey and lots of island-themed accessories.

Bath time for boys takes on speed, power and performance this spring with Hot Wheels(R) Tub Racers(TM) Playset. Make bath time "Hot Wheels(R) time" with this awesomely aquatic playset that works in the tub as well as on land. The floating island with a clear bottom features all kinds of cool water play activities including a spiral ramp that launches Hot Wheels(R) cars into the water, a water squirter and a "secret" trap door making it the ultimate sink or swim world of wheels. This splash-tastic playset is sure to keep cars and boys squeaky clean.

Boys will continue driving their water play excitement with CARS Color Changers Assortment. The new color-changing cars bring to life the humorous fun of the original film and character favorites Lightning McQueen, Mater and Ramone. A simple dunk in warm or icy cold water is all that’s needed for the magic color change to happen, making any sink, puddle or tub an instant paint shop! For more organized paint and body shop needs boys will love the CARS Color Changers Playset. Every car in Radiator Springs knows that when you want a new custom paint job you make tracks to Ramone’s House of Body Art. This super cool auto body shop playset allows boys to easily change the paint job of their CARS Color Changers vehicles via simple spray activation or with use of the included water dunk tank.

New Spring Play Keeps Boredom at Bay!

With springtime holidays just around the corner, vacations planned and weather uncertain, Mattel has the toys and games that are best bet boredom busters for kids and parents!

Planning on taking a long car or plane trip this spring? Take fun on the run with To Go! Games, offering big game fun in a convenient, travel friendly size. The To Go! Games assortment features five new versions of everyone’s favorite family games including FLIPPIN’ FROGS(R), KERPLUNK!(R), UNO SPIN(R), MAD GAB(R) and PICTIONARY MAN(TM) all specially designed for portable, on-the-go fun. These mini-marvels are sure to make every long trip feel like a fun game night at home! For classic on-the-run game play and just in time for Easter baskets, Springtime UNO(R) is sure to brighten up long trips and rainy nights with cute spring-themed designs making it fast spring fun for everyone.

Nurturing play is a wonderful way for girls to pass the time on rainy days indoors or long trips and the Little Mommy(TM) Hide & Peek(TM) Doll is their perfect cuddly companion.

The adorable new Little Mommy(TM) Hide & Peek(TM) doll responds to girls’ nurturing ways with playful sounds, peek-a-boo movements and phrases like "Where’s the baby? Peek-a-boo," whenever their "little mommy" is nearby! Playing peek-a-boo has never been so much fun!



About Mattel, Inc.

Mattel, Inc. (NASDAQ:MAT) ( 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) R/C, 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.

© 2010 Mattel, Inc. All Rights Reserved.


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,, The Wall Street Journal, The Saturday Evening Post,,,, 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.
Read other articles by Daniel Pickett.




No Comments

Comments are closed.