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NICKELODEON AND MATTEL TO DEVELOP LINE OF ACTIVITY TOYS

 NICKELODEON AND MATTEL TO DEVELOP LINE OF ACTIVITY TOYS
 LOS ANGELES, Jan. 21 /PRNewswire/ -- Nickelodeon has joined forces with Mattel Toys (NYSE: MAT) in a venture to create innovative new activity toys sold under the Nickelodeon trademark. The toys will be designed, manufactured and marketed by Mattel through an exclusive worldwide licensing agreement announced today by the two companies.
 In making the announcement, Jill Barad, president, Mattel USA, said this agreement fits Mattel's primary strategy of moving into new large categories where it does not currently compete.
 "Nickelodeon is the only network devoted solely to children's programming, and boasts more child viewers than the children's schedule on all three major networks combined," Barad said. "With the strong appeal of Nickelodeon among kids 2 to 11, we are excited about the potential of this partnership in helping us to compete in a new category representing approximately 15 percent of total U.S. toy industry volume."
 "Mattel understands our 'good for kids' philosophy, which is why we feel so comfortable working with them for our first venture into toy licensing," said Geraldine Laybourne, president, Nickelodeon. "Rather than just slap the Nickelodeon name on toys that offer no enduring play value, we are working with Mattel to create a line of activity toys that not only entertain kids, but challenge them creatively as well."
 The Nickelodeon activity toy line by Mattel will initially include play materials and accessories, arts and crafts and mechanical design play sets.
 The first toys to result from this partnership 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.
 Nickelodeon is the largest producer of kids programming in the world and one of the highest-rated cable services available on basic cable. Nickelodeon is a registered trademark of MTV Networks, a division of Viacom International Inc. MTV owns and operates three cable television programming networks -- MTV: Music Television, Nickelodeon/Nick at Nite and VH-1, all of which are trademarks of MTV Networks.
 -0- 1/21/92
 /CONTACT: Donna Gibbs of Mattel Inc., 310-524-3524; or Marty von Ruden of Nickelodeon, 212-258-7736/
 (MAT) CO: Mattel Inc.; Nickelodeon ST: California IN: ENT SU: JVN


JL-EH -- LA004 -- 1808 01/21/92 12:03 EST
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Publication:PR Newswire
Date:Jan 21, 1992
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