Mattel Scores Four Coveted “Toy of the Year” Awards from the Toy Industry Association

Published on Monday, 13 February 2012 18:22 Written by TradersHuddle Staff

NEW YORK-( Business Wire )-

Mattel, Inc. (NASDAQ:MAT), the worldwide leader in toys and family products, made headlines as Hot Wheels® Wall Tracks™, Fijit Friends® and the Angry Birds Knock On Wood Game, all received highly coveted Toy of the Year (T.O.T.Y.) awards. Presented Saturday evening in New York at the Toy Industry Association’s Annual T.O.T.Y. Awards gala, Hot Wheels® Wall Tracks™ was recognized as Boy Toy of the Year as well as Innovative Toy of the Year. Fijit Friends®, the interactive robotic toy, took home Girl Toy of the Year and Angry Birds Knock On Wood Game, the table top version of the popular app, took home the title of Game of the Year.

“As we continue to create the 'future of play' by exploring new ways to innovate our brands, we remain rooted in what we do best – developing products that kids love and parents trust,” says Tim Kilpin, EVP Global Brands Marketing at Mattel. “It is an honor to be recognized by the Toy Industry Association with the Toy of the Year awards for the girls, boys, game and innovation categories as it is a true example of how we continue to keep our portfolio of brands fresh, relevant and delivering fun to the traditional toy box and beyond.”

The Toy Industry Association T.O.T.Y. Awards are given to products for being the most outstanding, unique and creative toy introductions from the past year. In 2012, Mattel takes these award winners to the next level with new introductions that are sure to continue to delight the young and young at heart.

			•			Hot Wheels® Wall Tracks™, the Boy Toy of the Year & Innovative Toy of the Year, took iconic Hot Wheels® play off the ground and for the first time ever, placed it on the wall allowing boys to experience track play in an entirely new way. The set’s innovative mounting system utilizing Command™ Strips from 3M keeps walls safe and moms happy.
						Elevating this innovation even further in 2012, Hot Wheels® unveils the Hot Wheels® Wall Tracks™ Power Tower track set. Featuring a battery-powered spiral corkscrew elevator that swiftly lifts the Hot Wheels® cars up to the track’s starting point, as well as a motorized car-chomping monster, boys will love racing through the obstacle filled track. A great addition to existing Wall Tracks™ sets, the whole line works together allowing for an expanded Wall Tracks™ experience.
			•			The Girl Toy of the Year honor went to Fijit Friends® the interactive girls’ best friends that talk, dance, laugh and bring a new level of innovation to playtime. With soft, tactile skin enabling lifelike movements, voice recognition capabilities and four characters with distinct colors and personalities, Fijit Friends® played their way into girls hearts everywhere.
						Girls who loved Fijit Friends® will love the innovative nurturing play of Fijit Friends® Yippits™. These dynamic dancing pets perform tricks when played with so girls can nurture and then discover the spontaneous game play that comes with the fun and unpredictability of Yippits™.
			•			Game of the Year, Mattel’s Angry Birds Knock On Wood Game, brought the #1 paid iPhone game* to fans’ tabletop. The Angry Birds Knock On Wood Game allows Angry Birds fans to take their favorite game characters and play with them in real-life, in a fun skill-and-action game, with play similar to the popular app.
						To take the popular game to even more platforms in 2012, Mattel infuses play into your tablet with something no one else can – the industry’s top global powerhouse brands combined with rich content for an immersive play experience with Apptivity™. Featuring patent-pending technology, Apptivity™ allows kids to take a physical toy and safely play with it on the screen of an iPad®. Beginning with Hot Wheels®, which races onto tablets in May, Mattel will introduce Apptivity™ for Angry Birds later in the year along with Fisher-Price®, Barbie®, Monster High™, WWE®, Cut the Rope and Fruit Ninja.

Nominated products cover all aspects of the industry. The T.O.T.Y. ballot was overseen by the T.O.T.Y. nominations committee, which is comprised of major retailers, TIA board members, toy trade journalists and academics.

©2012 Mattel, Inc. All Rights Reserved.

Apple, iPhone, iPod Touch and iTunes are trademarks of Apple Inc., registered in the U.S. and other countries

*Source: The NPD Group / Consumer Tracking Service

Service: Annual 2009

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 Hot Wheels® RC, as well as Fisher-Price® brands, including Thomas & Friends®, Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2012, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the fifth year in a row. Mattel also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens" and the "World's Most Ethical Companies." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 28,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play." Follow Mattel on Facebook: www.facebook.com/mattel

Editor’s Note: Images of Hot Wheels® Wall Tracks™, Fijit Friends® and Angry Birds Knock On Wood Game available upon request. New product information available on www.mattelbrandsmedia.com

MAT-Corp

Mattel Brands PR / Fisher-Price Brands PRRachel Cooper / Juliette ReashorMattel Javits Showroom Media, (212) This e-mail address is being protected from spambots. You need JavaScript enabled to view it. / This e-mail address is being protected from spambots. You need JavaScript enabled to view it.