It's ''Fabulous!'' Pixel Chix(TM) Electronic Pal Opens a New Door to ''Playing House''; Mattel Brings To Kids A 2-D Girl Living In A 3-D World!(TM)

A Pixel Chix(TM) pal is housed, quite literally, in athree-dimensional, four-inch plastic home and shares her personality,spunk and interactivity through an innovative application of liquidcrystal display (LCD) technology. Girls have a window onto thetwo-dimensional pixilated Pixel Chix(TM) figure and control how sheinteracts seamlessly with the 3-D furnishings, staircase and door.

A Pixel Chix(TM) pal comes to life in her virtual home when girlsengage her in activities like those from their own everyday lives,such as trying on fashions and socializing with friends. During theday, the time-aware Pixel Chix(TM) pal will ask aloud, "What should wedo?" Girls press an activity button -- food, fashion, play or go out-- to choose a play category and then select from the optionspresented to them using the "yes" or "no" buttons.

Dress her in a stylish outfit, and a Pixel Chix(TM) pal responds"fabulous." Choose her favorite food, and she sits at the 3-D kitchentable to eat it. Send her to bed, and she climbs up the 3-D stairs toher bedroom, brushes her teeth, turns out the lights and beginslightly snoring.

Three different Pixel Chix(TM) houses are available: a stylishloft, a cozy country cottage and a lavish mansion. Up to 10 PixelChix(TM) houses can be connected together, allowing their "residents"to socialize -- they may chat with each other on the phone, engage ina special group dance or walk out their virtual front doors to visiteach other's Pixel Chix(TM) houses for a party or movie night.

"Our research indicates that half of all youth electronicspurchases are made by girls, and Pixel Chix(TM) is the first youthelectronics item that parallels a little girl's everyday life," saidStephanie Cota, vice president, girls marketing, Mattel Brands. "Wesay she's 'a 2-D girl living in a 3-D world!(TM),' because she lovesto do the same things a little girl does -- she talks, eats, sleeps,exercises, hangs out and plays games. And because girls have told usthey want items they can play along with their friends, we've built infun surprise features that occur only when girls connect their PixelChix(TM) houses together."

THE FULL PIXEL CHIX PICTURE

A Pixel Chix(TM) pal is full of humorous helpings of attitude.Keep her waiting, and a restless Pixel Chix(TM) pal reminds you withtapping feet and a well-timed "ahem." Send her to bed during thedaytime, and she's likely to say, "No way!" before sulking upstairs toher bedroom. Suggest that she play outside in her nightgown, and aPixel Chix(TM) pal exclaims, "You want me to go outside in this?"

The more girls play with their Pixel Chix(TM) pal, the more theirvirtual world will expand as they accumulate more foods, fashions andgames, such as playing the guitar or singing karaoke, adopting a dogor a cat, ordering out pizza or fixing hamburgers, and dressing intutus or bathing suits. On the other hand, if girls forget to tend totheir Pixel Chix(TM) pal, she will descend through levels of neglect,losing her accumulated treasures as her house becomes covered withcobwebs and, eventually, the Pixel Chix(TM) pal "packs up and leaves."

The Pixel Chix(TM) pal and her accessories appear in her housethrough a transmissive LCD screen displayed in negative mode. Twohigh-bright, light-emitting diodes (LEDs) illuminate the pixels on thedisplay and the 3-D objects in the house. A Pixel Chix(TM) palcommunicates with her V.F.F. through embedded speakers and is poweredby three AAA batteries (included).

Pixel Chix(TM) pals are available at retailers nationwide for anapproximate retail price of $29.99 each.

About Mattel

Mattel, Inc., (NYSE:MAT, www.mattel.com) is the worldwide leaderin the design, manufacture and marketing of toys and family products,including Barbie(R), the most popular fashion doll ever introduced.The Mattel family is comprised of such best-selling brands as HotWheels(R), Matchbox(R), American Girl(R) and Tyco(R) R/C, as well asFisher-Price brands (www.fisher-price.com), including LittlePeople(R), Rescue Heroes(R), Power Wheels(R) and a wide array ofentertainment-inspired toy lines. With worldwide headquarters in ElSegundo, Calif., Mattel employs more than 25,000 people in 42countries and sells products in more than 150 nations throughout theworld. The Mattel vision is to be the world's premier toy brands --today and tomorrow.

MATTEL, PIXEL CHIX and associated trademarks and trade dress areowned by Mattel, Inc. (C) 2005 Mattel, Inc. All Rights Reserved.