Mattel 2008 Annual Report Download - page 8

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within Other Girls Brands. Wheels is comprised of Hot Wheels®, Matchbox®, Speed Racer®, and Tyco R/C®
vehicles and play sets. Entertainment includes CARS™, Radica®, Speed Racer®, Batman®, and Kung Fu Panda®
products, as well as games and puzzles.
In 2009, Mattel expects to introduce new products, as well as continue to leverage content within its core
brands. For Mattel Girls Brands, Barbie®will be celebrating her 50th anniversary by reestablishing her
connection to fashion, cultural relevance, and aspiration. Also, new Barbie®product introductions will support
the full-length animated launches of Barbie®Presents Thumbelina®in spring 2009 and Barbie®and the Three
Musketeers in fall 2009,and the re-release of Barbie®in a Christmas Carol in fall 2009. Polly Pocket®will be
expanding its products in 2009 with Polly™Designables products. The Mattel Girls Brands will also continue to
expand its signature large doll line, Little Mommy®.
Hot Wheels®intends to launch products related to Battle Force 5™, a new animated series scheduled to air
in fall 2009 on the Cartoon Network. Complementing this highly imaginative vehicle-based fantasy series will be
a complete line of toys focusing on traditional core play patterns. New to Wheels in 2009 is the highly
anticipated launch of X Games™with a toy line that leverages the biggest action sports competitions in the
world. Matchbox®is introducing Rocky The Robot Truck™, a real working dump truck brought to life. Mattel
will also introduce new products for Entertainment properties including the Disney re-release of its Toy Story
franchise and will continue to deliver new innovative products for Disney/Pixar CARS™. Following its success
with Batman®:The Dark Knight™, Mattel will launch a new line of toys based on the popular new Warner Bros.
television series Batman®:The Brave and the Bold™. Mattel will also expand on its successful 2008 launch of
D-Rex™by introducing Screature™, its next highly interactive dinosaur, and Xtractaurs™, a full line of dinosaur
characters that interact in the real and virtual worlds. New games and puzzles products will include Blokus®and
Whac-a-Mole®, as well as new innovative toys from the Radica®brand.
The Fisher-Price Brands US segment includes Fisher-Price®, Little People®, BabyGear™, View-Master®,
Sesame Street®, Dora the Explorer®, Go-Diego-Go!®, Mickey Mouse®Clubhouse, Winnie the Pooh™,
My Friends Tigger & Pooh™, Handy Manny™, See ‘N Say®, Ni Hao, Kai-lan!™, and Power Wheels®. New
product introductions for 2009 are expected to include the Trio™Building Set line, Laugh & Learn™Farm,
My Toon TV, Splatster™, Imaginext®Dragon line, Precious Planet™line, Elmo Live™Encore, Super Special
Friend Kai-lan, Manny’s Repair Shop, Dora®Saves the Crystal Kingdom, and Mickey’s Magic Choo Choo.
The American Girl Brands segment is a direct marketer, children’s publisher, and retailer best known for its
flagship line of historical dolls, books, and accessories, as well as the Just Like You®and Bitty Baby®brands.
American Girl Brands also publishes best-selling Advice & Activity books and the award-winning
American Girl®magazine. In January 2009, American Girl®introduced Chrissa™, the newest Girl of the Year®
doll. Chrissa™launched with two 18-inch friend dolls and the first contemporary feature film, An American Girl:
Chrissa Stands Strong, which is available on DVD from HBO Home Entertainment. In addition, American Girl®
will debut a new 18-inch historical doll, along with accompanying books and accessories, in June 2009.
American Girl Brands products are sold only in the US and Canada.
International Segment
Products marketed by the International segment are generally the same as those developed and marketed by
the Domestic segment, with the exception of American Girl Brands, although some are developed or adapted for
particular international markets. Mattel’s products are sold directly to retailers and wholesalers in most European,
Latin American, and Asian countries, and in Australia, Canada, and New Zealand, and through agents and
distributors in those countries where Mattel has no direct presence.
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