The ‘Fisher-Price 75th Celebration Tour’ Invites Families across America to Play; The...

The ‘Fisher-Price 75th Celebration Tour’ Invites Families across America to Play; The Tour Kicks off on March 13th at the Calle Ocho Festival in Miami, Florida



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East Aurora, NY–(HISPANIC PR WIRE – BUSINESS WIRE)–March 9, 2005–Fisher-Price, Inc., the world’s leading brand of infant and preschool toys and a subsidiary of Mattel, Inc. (NYSE: MAT), will bring the magic and history of Fisher-Price to consumers across America this year with the “Fisher-Price(R) 75th Celebration Tour.” The tour commemorates the company’s 75th birthday and will travel to twelve festivals nationwide.

“Fisher-Price toys have been a part of childhood for more than three generations and we’re excited to celebrate our 75th birthday by bringing the Fisher-Price experience into communities across America,” says Chuck Scothon, Senior Vice President of Marketing and Brand Development for Fisher-Price. “Reaching out to families, including communities heavily populated by Hispanics, will allow us to make a personal connection with consumers and allow them to play with our much loved toys such as Peek-A-Blocks(TM) and Little People(R).”

“Whether it’s to walk down memory lane or to experience Fisher-Price toys for the very first time, the Fisher-Price 75th Celebration Tour is a wonderful way to bring generations together,” says Bonnie Garcia, President at Market Vision, the marketing firm based in San Antonio, Texas, appointed by Fisher-Price to launch the celebration tour. “With so many activities to choose from, children will have a wonderful time, while parents can relive their own magical Fisher-Price moments all over again through the eyes of their child.”

The Fisher-Price 75th Celebration Tour is an extension of the successful experiential marketing campaign Fisher-Price initiated in 2004, which brought a larger than life “Play Pen” experience to Hispanic festivals. This year, the tour will feature two unique, 60 X 60 foot traveling play areas called the Play Pen and Sports Town. Each play area will feature fun and engaging activities for children six months to six years old. Additionally, roving “Paparazzi” photographers, co-sponsored by Polaroid, will be available to take pictures of children with life-size Little People and Rescue Heroes(R), characters and more.

The Play Pen will include a creativity area filled with Doodle Pro(TM) and Pixter(R) toys and a playroom that mirrors a real-life kitchen for role-play fun. Infants and parents can play together with toys from the innovative Laugh & Learn(TM) line, while toddlers can explore the magical world with Little People playsets or race to the rescue with the Rescue Heroes figures. In the Sports Town, children will have a blast as they test drive a Power Wheels(R) vehicle such as the Chevrolet(R) Street Scene(TM) Silverado or Kawasaki(R) ATV on one of three “test tracks” including the Tot Rod(TM) track for toddlers ages 1 – 2, Suburbia Track for preschoolers ages 2 – 4 and the Race Track for more advanced drivers.

To commemorate the company’s milestone anniversary, there will also be a special Fisher-Price 75th Birthday Exhibit reflecting the wonder and imagination of Fisher-Price toys for parents, grandparents and children alike to enjoy. The tribute will include a timeline with stories and images of popular toys throughout the decades.

Framing outside the Fisher-Price play spaces will be billboard-like images portraying moms and children playing with Fisher-Price toys. Integrated into these “billboards” are statements that spin off of Fisher-Price’s tagline: “Play. Laugh. Grow.(TM)” For Hispanic markets, the billboards will be changed to reflect the Spanish version of the Fisher-Price tagline: “Juega con ellos. Rie con ellos. Crece con ellos.”

The Fisher-Price 75th Celebration Tour kicks off on March 13th at the Calle Ocho Festival in Miami, Florida, and will run through October, ending at the State Fair of Texas. Entry into the Fisher-Price Play Pen, Active Arena and Fisher-Price 75th Birthday Exhibit will be free of charge. Below is the tour schedule to date:

— March 13th – Calle Ocho Festival – Miami, FL

— May 1st – Fiesta Broadway – Los Angeles, CA

— May 29th – May 31st – Taste of Cincinnati, OH

— June 11th – 116th St. Puerto Rican Festival – New York City, NY

— June 16th – June 19th – Riverbend Festival – Chattanooga, TN

— June 24th – July 4th – Taste of Chicago – Chicago, IL

— July 29th – July 31st – Belle Chere – Asheville, NC

— August 6th – August 14th – Ohio State Fair – Columbus, OH

— September 3rd – September 6th – Arts, Beats, Eats – Ponitac, MI

— September 10th – September 11th – Festival La Villita – Chicago, IL

— September 21st – September 30th – The Big E – Springfield, MA

— October 8th – October 23rd – State Fair of Texas – Dallas, TX

Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:MAT) and located in East Aurora, New York, is the leading brand of infant and preschool toys in the world. The Company has a 75-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 (nursery monitors, infant swings, high chairs) 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, at http://www.fisher-price.com, provides valuable information and resources to parents.

–30–TM/ny*

CONTACT:

Fisher-Price, Inc.

Dana Marciniak

716-687-3354

dana.marciniak@fisher-price.com

or

Freeman Public Relations

Susan Murphy

973-470-0400

smurphy@freemanpr.com

or

Kelley Haughey

973-470-0400

khaughey@freemanpr.com

The ‘Fisher-Price 75th Celebration Tour’ Invites Families across America to Play; The Tour Kicks off on March 13th at the Calle Ocho Festival in Miami, Florida