Mattel 1999 Annual Report Download - page 6

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INFANT AND PRESCHOOL/ FISHER-PRICE
The Fisher-Price brand, which has been a trusted household institution for generations, has
a vitality and appeal to parents beyond anyone’s expectations and remains the dominant
preschool brand in the world at $ 1 .6 billion in sales. Leading the strong momentum of this
brand is Neil Friedman, who joined Tyco in 19 9 5 from Universal Studios with 2 4 years of toy
experience and came to Mattel with Tyco in 1997 .
Neil’s career accomplishments include the phenomenal success of such products as
Tickle Me Elmo and Bounce Around Tigger, and this year’s Fisher-Price line holds the same
kind of promise. The new Fisher-Price Robotic Puppy, Let’s Pretend Elmo and Ask Me More
Eeyore will steal the hearts of children all around the world. New technology is evident
throughout the Fisher-Price line, and most notably in the Intelli-Table, which results from a
collaboration with Microsoft Corporation. This progressive early learning toy allows children
to be exposed to computer applications away from the computer, and features motivating
sounds, lights and activities that advance with a child from toddler to preschooler.
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