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MATTEL ANNOUNCES EXPANSION OF MARKETING ACTIVITY IN EUROPE

 LOS ANGELES, Jan. 19 /PRNewswire/ -- Mattel Inc. (NYSE: MAT) today announced the establishment of new subsidiary companies in Austria and Scandinavia to market a full range of Mattel products.
 Mattel has had a presence in the regions for more than 25 years. Prior to the establishment of these offices, the company marketed its products through arrangements with individual distributors.
 Mattel Scandinavia A/S, headquartered in Copenhagen, will also have satellite offices in Finland, Sweden and Norway. Mattel Austria is headquartered in Vienna.
 Over the last 10 years, Mattel's sales outside of the United States have enjoyed a 20 percent compounded annual growth rate. Approximately half of the company's 1991 volume of $1.65 billion came from international markets, and 75 percent of those sales were generated in Europe.
 "As the European markets evolve into an integrated economic region, we are confident that Europe will pace our international growth for the balance of the decade," said Lindsey Williams, president, Mattel International.
 Williams predicted that volume from international markets will exceed Mattel's domestic business by the mid-1990s, regardless of how fast sales grow in the United States.
 "Europe has almost twice the number of children as in the U.S. Couple that fact with the significant structural changes taking place within the European retail environment -- where a major shift in toy distribution is resulting in lower prices for consumers -- and one can forecast excellent growth opportunities.
 "This year we will launch a significantly greater marketing effort behind Barbie in Europe," Williams said, "and we will introduce an expanded line of Disney-related products, capitalizing on the heightened awareness of the Disney name throughout Europe."
 Mattel Inc., with 1991 record net sales of $1.65 billion, is a worldwide leader in the design, manufacture and marketing of children's toys. With headquarters in El Segundo, Calif., a city adjacent to Los Angeles, Mattel has offices and facilities in 30 foreign countries and sells its products in more than 100 nations throughout the world.
 -0- 1/19/93
 /CONTACT: Donna Gibbs of Mattel, 310-524-3524/
 (MAT)


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

EH -- LA012 -- 6254 01/19/93 11:02 EST
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Date:Jan 19, 1993
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