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MATTEL TOYS AND ROLLERBLADE TEAM UP TO CREATE TREND-SETTING DOLLS

 MATTEL TOYS AND ROLLERBLADE TEAM UP TO CREATE TREND-SETTING DOLLS
 LOS ANGELES, Jan. 27 /PRNewswire/ -- Mattel Toys (NYSE: MAT) has licensed with the premier maker of in-line skates, Rollerblade Inc., for worldwide rights to market two doll lines in 1992, the two companies announced today.
 Mattel will launch Baby Rollerblade, a 15-inch doll that skates with realistic movements on replicas of real Rollerblade brand in-line skates. In addition, Mattel will market a Rollerblade Barbie and friends line.
 "In-line skating has grown dramatically in recent years with over three million participants," said Rita Rao, executive vice president, marketing, Mattel Inc. "This sport is becoming increasingly popular among children, and we are excited about the potential that the well- known Rollerblade name offers Mattel toys."
 "The Baby Rollerblade and Rollerblade Barbie dolls provide us with unique opportunities to introduce little girls to our new children's skates," said Rollerblade vice president of marketing, Mary Horwath. "We are extremely excited about this cross-marketing agreement which allows two leaders of their respective industries to benefit from the strengths of each others' products."
 The dolls are scheduled to be unveiled at the 1992 American International Toy Fair, beginning Feb. 10.
 Mattel Inc., with 1990 record net sales of $1.47 billion, 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 more than 20 foreign countries and sells its products in more than 100 nations throughout the world.
 Rollerblade Inc. is the pioneer and creator of the in-line skate industry which it continues to lead. The company is headquartered in Minneapolis, Minn., with a sales and promotions office in Toronto, as well as a growing chain of distributors abroad. Originally created in 1980 as an off-season training tool for hockey players, Rollerblade skates are now used by cyclists, runners, skiers and many other athletes as a cross-training tool, as well as by millions of fitness enthusiasts who have taken up in-line skating as a fun yet effective workout.
 -0- 1/27/92
 /CONTACT: Donna Gibbs of Mattel, 310-524-3524; or Mary Haugen of Rollerblade, 612-930-7119/
 (MAT) CO: Mattel Inc.; Rollerblade Inc. ST: California IN: HOU SU: LIC


KJ -- LA012 -- 3688 01/27/92 11:21 EST
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Publication:PR Newswire
Date:Jan 27, 1992
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