Mattel 2009 Annual Report Download - page 14

within Other Girls Brands. Wheels includes Hot Wheels®, Matchbox®, Battle Force 5™, Speed Racer®, and
Tyco R/C®vehicles and play sets. Entertainment includes CARS™, Radica®, Toy Story®, Speed Racer®,
Batman®, and Kung Fu Panda®products, as well as games and puzzles.
In 2010, 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 aspirational career heritage with the introduction
of twenty new careers, including Barbie®’s 125th career. Barbie®will be expanding the Fashionistas line and will
continue to build the collector business with new introductions to the tween market. New Barbie®product
introductions will support the full-length animated launches of Barbie in a Mermaid Tale™ in spring 2010 and
Barbie®A Fashion Fairytale in fall 2010. Polly Pocket®will expand in 2010 with new styles, new characters,
and new ways to play. Additionally, Disney Princess™ will feature new products based on a computer-animated
feature film.
Also in 2010, Hot Wheels®will introduce extensions to its TrickTracks®and Color Shifters™ product lines,
as well as new product lines such as Custom Motors. Hot Wheels®Battle Force 5™ will continue as an animated
TV series on the Cartoon Network®and will be supported by a new product line. Matchbox®will follow up on
its successful 2009 introduction of Rocky The Robot Truck™ with a new range of Big Rig Buddies™ products.
The Entertainment business will expand in 2010 to include new products based on WWE®Wrestling, and Mattel
will release new products based on Disney/Pixar’s upcoming Toy Story®3movie in 2010 and will continue to
market new product extensions of Disney/Pixar’s successful CARS™ franchise. Mattel will also continue to
release products based on the popular DC Comics line, including the Batman®:The Brave and the Bold®
animated TV series. For games and puzzles, Mattel will continue to support extensions of its popular UNO®,
Apples to Apples®, and Blokus®brands. Mattel will also continue to offer innovative ways to play, including the
Mindflex™ game.
The Fisher-Price Brands US segment includes Fisher-Price®, Little People®, BabyGear™, View-Master®,
Dora the Explorer®, Go Diego Go!®, Mickey Mouse®Clubhouse, Handy Manny®, See ‘N Say®, Ni Hao,
Kai-lan®, and Power Wheels®. New product introductions for 2010 are expected to include the Laugh & Learn™
Learn & Move Music Station, IXL®Learning System, Lil’ Zoomers™Spinnin’ Sounds Speedway, Little People®
Wheelies Stand ‘n Play Rampway, Imaginext™Bigfoot the Monster, Trio®Batcave™, Newborn Rock ‘n Play
Sleeper, iGlide™, Dance Star Mickey®, We Did It Dora, Dora All-Seasons Dollhouse, Thomas the Tank Engine
and Friends™, and the Thomas and Friends®Zip, Zoom & Logging Adventure™.
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 2010, American Girl®introduced Lanie™, the newest Girl of the Year®
doll. 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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