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The Big News

The Big News is now out.

Mattel Expands Games Portfolio with Award-Winning Apples to Apples®, Snorta® and Blink® Games

EL SEGUNDO, Calif., August 28, 2007 – Mattel, Inc. (NYSE: MAT) today announced it has acquired the rights from Out of the Box Publishing, Inc., to manufacture, distribute and market several games properties, including the award-winning Apples to Apples®, Snorta® and Blink®.

"We are thrilled to add these successful games to Mattel's growing portfolio of games," said Tim Kilpin, General Manager/Senior Vice President, Mattel Brands. "Out of the Box Publishing has established a great foundation for success, particularly with Apples to Apples. And much like our own UNO brand, the games we have acquired are easy to understand, family-oriented, and most of all, fun to play. Our strengths in areas like international distribution and brand management should allow us to build upon the strong momentum Out of the Box Publishing already established."

"We are pleased that Mattel will be able to utilize their global leadership and resources to take these games to the next level," said Mark Osterhaus, President of Out of the Box Publishing, Inc.

Games included as part of the acquisition include:

Apples to Apples®: The wild, award-winning card and party game that provides instant fun for four to 10 players. It's as easy as "comparing apples to apples"...just open the box, deal the cards, and you're ready to play. Select the card from your hand that you think is best described by a card played by the judge. If the judge picks your card, you win that round. And everyone gets a chance to be the judge. Each round is filled with surprising and outrageous comparisons from a wide range of people, places, things, and events.

Snorta®: The game where each player chooses the sound of a typical farm animal and the fun begins. As players quickly flip over cards, tongue-tied players stumble and stutter to blurt out the animal sounds of the other players. Before long your "barnyard" fills with bales of laughter.

Blink®: The lightning fast game where two players race to be the first to play all of their cards. Using sharp eyes and fast hands, players quickly try to match the shape, count, or color on the cards. The first player out of cards wins!

Out of the Box Publishing, Inc. has developed a strong array of family-friendly games, most notably Apples to Apples®. Apples to Apples, having sold more than 3 million units since its launch in 1998, recently earned the 2006 Toy of the Year ("TOTY") award for "Game of the Year." Out of the Box Publishing will continue to support its remaining game line, as well as publish new and innovative games as it has done for the past 10 years.

# # #

And look. It made the Associated Press, too.

AP
Mattel Buys Rights of Several Games
Tuesday August 28, 1:48 pm ET

 
Mattel Buys Rights to 'Apples to Apples' and Other Games From Out of the Box Publishing

EL SEGUNDO, Calif. (AP) -- Toy maker Mattel Inc. said Tuesday it purchased the rights of several games from Out of the Box Publishing Inc. for an undisclosed amount.

The agreement gives the toy maker the right to manufacture, distribute and market games including Apples to Apples, Snorta and Blink.

Tim Kilpin, general manager and senior vice president of Mattel Brands, said in a statement that the acquired games were appealing in part because they are easy to understand and family oriented.

Earlier this month, Mattel announced a worldwide recall of almost 19 million items, including dolls, cars and action figures. Some of the items were contaminated with lead paint. Others had small magnets that children might swallow.
Shares of Mattel added 13 cents to $21.81 in afternoon trading.
 
Tags: apples to apples, blink, snorta
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