Fisher-Price(R) Reveals Most Engaging and Entertaining Elmo Product Ever - At Toy Fair 2008



    Industry Pundits Crown ELMO LIVE as "Industry Changing Toy"

    TORONTO, Feb. 15 /CNW/ - Fisher-Price(R) Friends (a division of
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:   MAT)) sets the bar for
innovative development with the introduction of the most engaging and
entertaining Elmo product ever at Toy Fair 2008 in New York City. Not just
another in the long line of popular plush Elmo products, Elmo Live elevates
feature plush into a new dimension of realistic, interactive play.
    Is it Live or is it Elmo Live? In this truly life-like creation, for the
first time ever, Elmo seems to actually be speaking as his mouth opens and
closes just like the real Muppet, Elmo, from Sesame Street. His mannerisms are
right on target as his head bobbles back and forth as he speaks. He waves his
arms, sits and stands, even crosses his legs all the while telling stories and
jokes, singing songs and playing games. Children can activate the magic with a
tickle or a squeeze of Elmo's foot, tummy, back or nose.
    "Initial reaction from industry insiders has been so strong and so
decisive - even greater than the initial response to TMX Elmo two years ago -
that we just couldn't keep this a secret and realized this story must be told
now," says Neil Friedman, president of Mattel Brands.
    This is the most life-like Elmo ever developed, according to Fisher-Price
vice president of marketing Gina Sirard. "With today's technology we've been
able to make the magic between child and toy even more seamless and exciting
than ever," she says. "This Elmo is packed with unprecedented movement and an
abundance of creative content, never before featured in a plush product."
    Elmo Live will go on sale at retail nationwide on October 14, 2008,
according to Ms. Sirard. "Though we are presenting a sneak peek of the product
this week, there is so much more to Elmo Live that will be fully revealed as
we approach the on-shelf date," she explains, noting that pre-sale
opportunities will be available in the spring for consumers to reserve Elmo
Live for delivery on October 14.
    Elmo Live, for children 18 months and up, will retail for approximately
$69.99.

    Editors Note: Images and/or b-roll footage available upon request.

    Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:   MAT) and located
in East Aurora, New York, is the leading brand of infant and preschool toys in
the world. The Company has a 75-year legacy of high-quality toys that enhance
early childhood development. Its often-emulated Play Laboratory was the first
child research centre of its kind in the toy industry, allowing researchers to
observe the way children play and how play benefits their development. Some of
the Company's best-known "classic" brands include Little People(R), Power
Wheels(R) and View-Master(R). Fisher-Price is also a leading developer of baby
gear products (nursery monitors, infant swings, high chairs) as well as a wide
array of character-based toys inspired by high quality children's programming
such as Sesame Street(R), Dora the Explorer(TM) and Winnie the Pooh. The
Company's web site, at www.fisher-price.com, provides valuable information and
resources to parents.





For further information:

For further information: Tara Reed, GCI Group, (416) 486-5914,
reedta@gcigroup.com

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Mattel Canada, Inc.

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