MATTEL & ITV STUDIOS AGREE LANDMARK

GAMES AND TV FORMATS DEAL

Cannes, Tuesday 6 October, ITV Studios, one of the world’s leading TV production studios, and Mattel, Inc., (NASDAQ: MAT) the worldwide leader in the design, manufacture and marketing of toys and family products, today announced a landmark deal for ITV Studios to develop several of Mattel’s market-leading family entertainment board-game brands into international TV formats and multi-platform properties. In addition, ITV Studios Global Entertainment will distribute the content worldwide.

Barry Waldo, Vice President Worldwide Entertainment at Mattel, Inc. said: “We are delighted to be announcing our first-ever global TV format and multi-platform deal in collaboration with ITV Studios. As the world’s leading toy and games manufacturer, we believe our unrivalled portfolio of instantly recognizable brands will translate perfectly on screen. ITV Studios has already started developing several of our biggest and most popular games into a compelling slate of TV and multi-platform opportunities that will be launched to content providers around the world this Autumn.”   

The new agreement will include some of Mattel’s most globally popular games brands such as Scrabble - the classic word board game enjoyed all over the world; Pictionary - the game of quick draw and UNO - one of the most popular card games in the world where players try to win by strategically eliminating all their cards by matching colours or numbers.

Lee Bartlett, Managing Director of ITV Studios said: “We’re delighted to be working with Mattel in bringing their unique collection of family entertainment brands to life for millions of viewers and users. These great properties come ready made with huge built-in fan-bases, the ideal situation for any content provider around the world.”

Remy Blumenfeld, Director of Formats at ITV Studios said: “The line-up of Mattel properties gives us the chance to offer broadcasters some really popular pre-sold-concepts with immense flexibility. Game such as Scrabble and Pictionary are immediately recognizable brands that we can integrate into a brand new gaming format or develop as stand-alone formats with our broadcast partners around the world.”

The deal was brokered by ITV Studios and Creative Artists Agency on behalf of 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 TycoR/C®, as well as Fisher-Price® brands, including Little People®, Power Wheels® 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.

ITV Studios and ITV Studios Global Entertainment is a global network of development, distribution and production centers and home to the hugely popular television formats Hell’s Kitchen with Gordon Ramsay, distributed to more than 180 countries, I’m a Celebrity…Get Me Out of Here!: which is produced locally in the UK on ITV1, the USA for NBC, India on Sony, Germany on RTL; and the hit format Come Dine with Me which is currently in production in sixteen territories, including Australia (Lifestyle), France (M6), Germany (VOX), Spain (Atena) and the UK on Channel 4.

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