Crayola Brings the Magic of Barbie® and Hot
Wheels® to Life Through New Line of Creative
Activities and Digital Coloring App
EL SEGUNDO, Calif.--(BUSINESS WIRE)--
Mattel, Inc., (NASDAQ:MAT), the world's largest toy company, and
Crayola, the largest children's art supply maker, announced today a
global licensing partnership. The two companies join forces, giving
children creative experiences that bring popular Barbie and Hot Wheels
properties to life with Crayola colors.
Mattel and Crayola, both dedicated to providing children with meaningful
play experiences that enable children to build lifelong skills while
having fun, have launched two new Crayola-branded Barbie and Hot Wheels
themed-product lines for children around the world. Children can now
experience Barbie and Hot Wheels with Crayola products including Mess
Free Color Wonder - art activities featuring markers and paints that
only appear on Color Wonder paper - along with a line of Giant Coloring
Pages. Both lines are in stores now and a third product, the Crayola
ColorStudio HD and iMarker — a Crayola app plus "appsessorie" that turn
the iPad into an interactive coloring book - will launch later this year.
"Both Crayola and Mattel have a rich history and expertise in providing
kids with products that inspire and encourage creativity through
open-ended play," says Rosa Zeegers, Senior Vice President Global
Consumer Products Licensing for Mattel. "Together, we are offering
children a way to deepen the play experience - inspiring creativity and
storytelling by combining the power of Crayola with beloved toy brands -
Barbie and Hot Wheels."
"Our partnership with Mattel brings together the foremost toy brands
that inspire play in virtually every child with Crayola colors that
inspire everything imaginable in children," said Crayola Vice President,
Licensing, Warren Schorr. "We are very excited to bring Crayola color
and innovation to the way kids experience Barbie and Hot Wheels and we
think kids will be, too."
Promising to be a bright partnership, the new products in stores now
range in price from $4.99 - $14.99. Additional products will continue to
launch throughout the year, giving parents more ways to spark their
children's creativity with the toy properties kids love. Global
distribution on the Crayola's Mattel licensed items will include the
United States, Canada, United Kingdom, Italy, Mexico, Latin America,
Asia and Australia.
About Crayola
Crayola inspires creativity in children with colorful, innovative art
tools that transform their original ideas into visible form. Whether
it's providing colors to put a purple octopus on the moon, or enabling
teachers to bring arts-infused learning into the classroom, Crayola is
passionate about helping parents and educators raise creatively alive
children. For more than 100 years, the company carried the name of its
founders, Binney & Smith, until 2007 when the company changed its name
to Crayola, LLC. A Hallmark subsidiary, Crayola has called Lehigh
Valley, Pennsylvania, its home since 1903. For more, visit www.Crayola.com
or www.facebook.com/Crayola.
About Mattel
Mattel, Inc. (NASDAQ:MAT)
(www.mattel.com)
is the worldwide leader in the design, manufacture and marketing of toys
and family products. The Mattel family is comprised of such best-selling
brands as Barbie®, the most popular fashion doll ever introduced, Hot
Wheels®, Matchbox®, American Girl®, and Radica® as well as Fisher-Price®
brands, including Thomas & Friends®, Little People®, Power Wheels® and a
wide array of entertainment-inspired toy lines. In 2012, Mattel was
named as one of FORTUNE Magazine's "100 Best Companies to Work For" for
the fifth year in a row. Mattel also is ranked among Corporate
Responsibility Magazine's "100 Best Corporate Citizens." With worldwide
headquarters in El Segundo, Calif., Mattel employs approximately 28,000
people in 43 countries and territories and sells products in more than
150 nations. At Mattel, we are Creating the Future of Play™.
Follow Mattel on Facebook: www.facebook.com/mattel
MAT-CORP

Mattel Global Brands
Margaux Vega
Public Relations
Tel:
(310) 252-3520
margaux.vega@mattel.com
or
Crayola
Stacy
Gabrielle
Public Relations
Tel: (610) 253-6272 x4297
sgabrielle@crayola.com
Source: Mattel, Inc.
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