[0] Preschool Leaders Fisher-Price and Sesame Workshop Extend Licensing Agreement Through 2010; Fisher-Price To Remain Primary Toy Licensee.

Entertainment Editors

NEW YORK--(ENTERTAINMENT WIRE)--June 6, 2001

Fisher-Price(R), the world's largest preschool toy company, and Sesame Workshop, the leading producer of quality children's programming, have agreed to extend their highly successful licensing agreement through the year 2010. The ten-year term of the agreement extension is unusually long for the toy business, and reflects the mutual confidence the partners have in the continued success of both the program and the toy line.

Under the terms of the agreement, Fisher-Price will continue to have exclusive rights worldwide to develop a comprehensive line of Sesame Street products including feature plush; infant and toddler toys including crib toys, bath toys and playsets; preschool toys; electronic learning aids; figurines; diecast vehicles and games and puzzles.

The announcement was made today by Neil Friedman, President of Fisher-Price Brands and Gary E. Knell, President & CEO, Sesame Workshop.

The agreement extends the solid partnership between the Workshop and the talented team that changed the face of Sesame Street toys forever in 1996 when Fisher-Price introduced Tickle Me Elmo. The team followed up with one hit toy after another including Sing `n Snore Ernie, Walk `n Talk Pals, Rock & Roll Elmo and Let's Pretend Elmo. This year, the partnership celebrates the fifth anniversary of Tickle Me Elmo with the all-new Tickle Me Elmo Surprise.

"We are excited to continue our long-term relationship with Fisher-Price, the leaders in preschool toys" says Mr. Knell. "Our partnership has consistently generated new and innovative products that help parents bring the Sesame Street experience home to their children. This successful relationship has contributed to our ability to provide the quality programming that has defined Sesame Workshop for more than 30 years."

"Sesame Street continues to set the worldwide standard for children's media," says Mr. Friedman. "And we are thrilled to have the opportunity to continue to translate the magic of the show into exciting toys that make children everywhere smile. It's great news not only for us, but most importantly for parents and children."

Sesame Workshop, a not-for-profit educational organization, creates innovative and engaging content to help all children reach their highest potential. For more than 30 years, the Workshop has been a global pioneer in educating and entertaining children through multiple media. The organization grounds its work in research to understand how media help children learn, develop and grow. Best known as the creators of Sesame Street and Dragon Tales airing on PBS, the Workshop continues to break new ground with Noggin, the only 24-hour kids' thinking channel. Find the Workshop online at www.sesameworkshop.org.

Fisher-Price, Inc., a wholly-owned subsidiary of Mattel, Inc located in East Aurora, New York, is the leading brand of infant and preschool toys in the world and also offers an extensive line of juvenile products that help families get the best possible start in life. Celebrating over 70 years of excellence in children's products, some of the Company's best known "classic" brands include Little People(R), Magna Doodle(R), Power Wheels(R) and View-Master(R). Fisher-Price also creates toys based on the most popular and widely recognized character brands - from Bear in the Big Blue House(TM), Blue's Clues(TM) and Disney, to VeggieTales(R), Between the Lions(TM), Barney(TM) and Sesame Street(R). The Company's web site can be found at www.fisher-price.com, providing valuable articles and resources to new and expectant parents.