Fisher-Price(R) Celebrates the Magic of Three King’s Day at Wal-Mart Stores throughout...

Fisher-Price(R) Celebrates the Magic of Three King’s Day at Wal-Mart Stores throughout the U.S.


East Aurora, NY–(HISPANIC PR WIRE)–December 18, 2007–Fisher-Price(R) , the world’s leading brand of infant and preschool toys, will celebrate the magical tradition of Three Kings Day in 300 Wal-Mart stores in high-density Hispanic areas throughout the U.S. on Sunday, Dec. 30.

Bilingual Fisher-Price representatives at special displays in participating stores will distribute an English-Spanish booklet with children’s activity pages and a description of the Three Kings tradition. They also will demonstrate some of the latest Fisher-Price infant and preschool toys, and talk to parents about the importance of selecting age-appropriate toys for their children.

Some of the participating stores also will offer samples of hot chocolate and the traditional Three Kings Day bread called rosca de reyes. Costumed Three Kings characters will make visits to select stores in Houston and El Paso, Texas.

“Children in Latin America and increasing numbers of Latino children in the U.S. celebrate El Día de Los Reyes Magos (Three Kings Day) on Jan. 6,” said Jennifer Seth-Cimini, Strategic Sales Planning, Fisher-Price. “This is the third year that Fisher-Price has teamed up with Wal-Mart to give U.S. Latino parents an opportunity to share this beautiful tradition with their children through our fun Three Kings Day children’s activities.”

The Three Kings Day holiday commemorates the arrival of the Three Magi in Bethlehem with gifts for baby Jesus. Latin American children write letters to the Three Kings, fill boxes with straw for the camels or leave their shoes under their beds so the Reyes Magos will fill them with toys.

Fisher-Price’s Three Kings booklet includes a description of the tradition, and a place for children to write a letter to the Three Kings, trace a maze, or connect the dots to form Three Kings Day figures.

Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:MAT) and located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world. The Company has a 77-year legacy of high quality toys that enhance early childhood development. Its often-emulated Play Laboratory was the first child research center 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 (infant swings, bouncers, high chairs, nursery monitors), 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,, provides valuable information and resources to parents.

Fisher-Price(R) Celebrates the Magic of Three King’s Day at Wal-Mart Stores throughout the U.S.