Drake Bell Rocks Out with Mattel's I Can Play Guitar

Guitar play inspires passion at all ages – Used to be kids would watch their favorite rock stars and try to match their moves wailing away on an air guitar, but with today’s technology even the youngest fan can take a lick at "real” guitar play. Video games and play guitars have made the instrument accessible to everyone, but this holiday season Mattel’s (NYSE: MAT) I Can Play Guitar, featuring a unique plug & play learning system, brings the real magic home with the help of Nickelodeon favorite Drake Bell. Just as Drake launches his solo career with a summer tour and a starring role in "College,” to be released March 2008, he’s working with Mattel to help kids make their rock star fantasies come true. The plug and play learning system makes playing the guitar as easy and fun as playing a video game. It looks just like a real electric guitar, but features color-coded finger position buttons on the frets and abbreviated strings, perfect for small hands. Kids simply follow along with the fun games and visuals on their TV screens, matching color-coded images on the screen to the buttons to jam like rock stars in no time. "I love music and I’m obsessed with music and the fact that I can create something of my own or express my feelings through my music,” says Mr. Bell. "This new I Can Play Guitar actually teaches kids how to play – it works just like a real guitar – it’s crazy man.” Mr. Bell will be appearing in the I Can Play Guitar commercial for Mattel set to air in August. The ad plays to kids’ fantasies as Drake busts in on a group of struggling young musicians hanging out in their garage. "It’s really fun when I show up and start to teach them how to play guitar. Then I show them how to do the windmills and duck hop like Chuck Berry – sliding on their knees,” he says. Coming off of his highly successful run as Drake Parker in Nickelodeon’s Drake and Josh, during which time he solidified his popularity by garnering two Kids’ Choice Awards for "Favorite Television Actor,” Mr. Bell is currently on tour supporting his Universal Motown Records debut It’s Only Time. Mr. Bell will also be starring in the new Lionsgate Films release "College,” about three high-school seniors who visit a local college campus as prospective freshmen. Drake really connects with the target audience for I Can Play Guitar, according to Mattel’s David Allmark, general manager. "Working with Drake is a natural fit and adds great excitement to our message. He knows what it takes to turn dreams into reality and his passion for guitar is truly infectious.” Fans will be able to catch behind-the-scenes footage from the commercial shoot this week with the launch of the www.icanplayguitar.net web site. The site will also feature a complete demonstration of I Can Play Guitar and information on the software titles, a fun interactive game that enables kids to customize their own rock star characters, news and information on upcoming events that will feature Drake and I Can Play Guitar, and links to consumer web sites to purchase the product. I Can Play Guitar, designed for kids ages six years and up, features a three step learning process designed to eventually lead to playing a real guitar. Step one teaches how to strum and uses the right hand to learn timing and rhythm. In step two, kids follow the color coded moving images using the left hand to learn to play the correct note and when to play it. Finally, it’s time to put all that practice and hard work to the test in step three, incorporating strumming and finger positions with both hands, just like a real guitar. Kids will also be accompanied by a rhythm section and hear a kicked-up version of the song just like a real performance. The player advances through the levels based on performance, earning points along the way. Playing each song will feel like playing a different game. Each time kids play, they’ll get a score and visual feedback on how well they played, and they can save their progress, just like a video game. When kids reach a new level, they'll earn awesome rock accessories like new guitars, cool rock clothes and hairstyles to customize their on screen look. The hardware system, which retails for approximately $99.99, includes a guitar, TV cords, a guitar strap and one complete song and game cartridge. For an extra cool look, kids can customize their guitar with the included sticker packs. The software library, which retails for $14.99 each, will launch with six titles, age-graded by theme and license for kids age 6+ and 8+. Titles for the 6+ age group include Barbie Guitar Party™, Hot Wheels Road Tunes™ and SpongeBob’s Surf’s Up. There will be three titles for age 8+ with musical themes like Rock 101, Nashville Hits™ and an American Idol Guitar Greats. Each song and game cartridge comes with six songs, one game that teaches chords or scales and a jam session mode. I Can Play Guitar also works away from the TV so kids can practice what they’ve learned anywhere. Requires 4 C batteries, not included. Mattel, Inc., (NYSE: 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 Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices. With global headquarters in El Segundo, Calif., Mattel employs more than 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.