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MATTEL KICKS OFF CHRISTMAS IN AUGUST

 LOS ANGELES, Aug. 17 /PRNewswire/ -- Mattel Toys will get an early start on the all-important holiday selling period this month with the launch of its most ambitious promotion schedule ever, featuring more than 1.5 billion coupons and $50 million in additional television advertising funded by promotion partners.
 "Today's consumers are more than ever driven by value," said Richard DeHerder, Mattel's vice president, marketing services. "By delivering significant promotions with other strong worldwide consumer franchises, we expect to increase our market share in what already looks to be a strong selling season for Mattel toys."
 McDonald's and Mattel have launched a Happy Meal promotion in U.S. McDonald's restaurants this month, following joint efforts in August of 1991 and 1992 that were among the most successful Happy Meal promotions to date.
 Each McDonald's Happy Meal purchased beginning Aug. 6 will include either a Barbie miniature, based on popular dolls from the 1993 collection, or a Hot Wheels vehicle. The premiums will change on a weekly basis for four weeks. Also included are coupons for instant savings on select Barbie items.
 Beginning this month, Mattel is teaming up with Kraft General Foods, Inc. in a multibrand effort. Holiday-themed Kool-Aid Wacky Warehouse catalogs will feature $50 in coupons for savings on seven different Mattel brands. The catalogues will be sent to consumers who order Wacky Warehouse premiums before Oct. 15.
 To celebrate the theatrical release of Disney's 55-year-old animated classic "Snow White and the Seven Dwarfs," Mattel will offer a $1.50 savings coupon for a Snow White fashion doll in all Disney Hi-Ho Sing Along videotapes beginning in September. Mattel will also join forces with Fox Television's Kid's Club Snow White-themed game. Promotional television spots and magazine advertising will direct kids to answer questions from an in-magazine game piece by referring to Mattel Snow White products at toy retailers.
 Mattel expects its Disney Aladdin toys to benefit from a major national advertising push from Disney supporting the release of the blockbuster hit on home video in October.
 Mattel will also tie in with the home video release of "The Sandlot" in October. Consumers will have the opportunity to win one of 5,000 Aviva Sports toys when they rent the film. Fox Home Video will feature in-store displays showcasing Aviva Hot Hit bats in more than 30,000 video rental outlets.
 Hallmark will create a special Happy Holidays Barbie ornament based on this year's special edition doll. The ornament will be cross- promoted on Happy Holidays Barbie doll packaging and will be included in Hallmark's "Very Best" direct mail packages.
 Beginning in November, Hallmark will also feature a register to win sweepstakes in Hallmark Gold Crown stores for a Barbie Dream House. Hallmark stores will display the Barbie Dream House decorated in a holiday motif, and the sweepstakes entry form will offer a $2 savings coupon on the Happy Holidays Barbie doll.
 Mattel will also continue its successful Mattel Week promotion with toy retailers in October and November offering consumers up to $40 in savings on Mattel products.
 Mattel Inc. is a worldwide leader in the design, manufacture and marketing of children's toys. With headquarters in El Segundo, Calif., Mattel has offices and facilities in 30 foreign countries and sells its products in more than 100 nations throughout the world.
 -0- 8/17/93
 /CONTACT: Donna Gibbs of Mattel, 310-524-3524/


CO: Mattel Inc. ST: California IN: HOU SU: PDT

BP-LM -- LA035 -- 3710 08/17/93 16:27 EDT
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Publication:PR Newswire
Date:Aug 17, 1993
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