Mattel 2000 Annual Report Download - page 12

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ten
Partner.
Mattel’s portfolio of products includes some of the
strongest brands in the industry, and we plan to take
those unparalleled brands and leverage them into new
areas including interactive, the Internet, publishing
and licensing. At the same time, we will combine
other companies’ entertainment properties with our
design and marketing prowess to successfully leverage
those properties within the toy market.
In January of 2001, we announced multi-
year, worldwide licensing agreements with two inter-
active industry leaders – Vivendi Universal Publishing
and THQ – that will allow us to extend our brands
like never before into the gaming, educational and
productivity software arenas.
And, as a result of one of our most recent
partnerships with Sony Family Pictures Entertainment,
we produced the number one selling new 12-inch
action figure of 2000: Max Steel.
A most promising entertainment alliance
was formed in 2000, when Mattel partnered with
Warner Bros. Worldwide Consumer Products to
acquire the most anticipated license of the year –
Harry Potter.
In addition to these partnerships, we have
other long-standing, successful alliances with a variety
of entertainment giants, including Disney, Viacom
International Inc. and its Nickelodeon brand, and
Sesame Workshop and its Sesame Street brand.
PARTNERSHIPS WILL GIVE US THE ABILITY TO EXTEND OUR BRANDS INTO AREAS SUCH AS
INTERACTIVE, THE INTERNET, PUBLISHING AND LICENSING.