Mattel Announce Deal With WWE

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Multiple stories from across the internet which discussed the Mattel/WWE licensing deal.

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WWE: Mattel Taking Over Production of WWE Toys
by Cassidy Haslett on 13 February 2008 5:16 pm



WWE has announced that effective 2010, Mattel will become the exclusive toy licensee covering all global territories upon the expiration of their current toy license with JAKKS Pacific Inc. Below is an official press release:

STAMFORD, Conn., February 13, 2008 - World Wrestling Entertainment® ("WWE"), the greatest force in sports entertainment, and Mattel, Inc., the undisputed champion of the toy industry and the world's leading toy manufacturer, today announced that they have entered into a comprehensive, multi-year licensing agreement, effective as of January 2010, naming Mattel as WWE's master toy licensee covering all global territories upon the expiration of WWE's current toy license.

Under the terms of the agreement, Mattel will develop and market products in a wide variety of toy categories such as action figures, accessories and playsets, games and puzzles, activity toys, plush products, vehicles (including R/C), and role play products. The first line of products will be available in 2010.

"The unbeatable combination of Mattel's product innovation, retail relationships and global distribution along with WWE's world renowned brand and superstars, global television penetration and live events will result in many years of profitable business for both parties," said Donna Goldsmith, WWE's Executive Vice President of Consumer Products.

"We're thrilled to be partnering with WWE to jointly develop a long-term global brand that brings their superstar talent to kids of all ages in new and innovative formats," said Tim Kilpin, General Manager/Senior Vice President of Boys/Entertainment, Mattel Brands.

Additional information on World Wrestling Entertainment Inc. (NYSE: WWE), can be found at wwe.com and corporate.wwe.com. For information on our global activities, go to www.wwe.com/worldwide/.

Mattel, Inc., (NYSE: MAT, http://www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie®, the most popular fashion doll ever introduced. The Mattel family of toys and games is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, and Fisher-Price®, which also includes Little People®, Rescue Heroes™, Power Wheels®, as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 36 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.

Trademarks: All WWE programming, talent names, images, likenesses, slogans, wrestling moves, and logos are the exclusive property of World Wrestling Entertainment, Inc. ECW is a trademark of WWE Libraries, Inc. All other trademarks, logos and copyrights are the property of their respective owners.

Forward-Looking Statements: This news release contains forward-looking statements pursuant to the safe harbor provisions of the Securities Litigation Reform Act of 1995, which are subject to various risks and uncertainties. These risks and uncertainties include the conditions of the markets for live events, broadcast television, cable television, pay-per-view, Internet, feature films, entertainment, professional sports, and licensed merchandise; acceptance of the Company's brands, media and merchandise within those markets; uncertainties relating to litigation; risks associated with producing live events both domestically and internationally; uncertainties associated with international markets; risks relating to maintaining and renewing key agreements, including television distribution agreements; and other risks and factors set forth from time to time in Company filings with the Securities and Exchange Commission. Actual results could differ materially from those currently expected or anticipated. In addition to these risks and uncertainties, our dividend is based on a number of factors, including our liquidity and historical and projected cash flow, strategic plan, our financial results and condition, contractual and legal restrictions on the payment of dividends and such other factors as our board of directors may consider relevant.

CONTACT:
Gary Davis, WWE
203-353-5066

Sara Rosales/Mattel Brands PR

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Mattel: WWE Master Toy Licensee Starting 2010



WWE® Awards Master Toy License to Mattel


STAMFORD, Conn. -- February 13, 2008 -- World Wrestling Entertainment® ("WWE"), the greatest force in sports entertainment, and Mattel, Inc., the undisputed champion of the toy industry and the world's leading toy manufacturer, today announced that they have entered into a comprehensive, multi-year licensing agreement, effective as of January 2010, naming Mattel as WWE's master toy licensee covering all global territories upon the expiration of WWE's current toy license.

Under the terms of the agreement, Mattel will develop and market products in a wide variety of toy categories such as action figures, accessories and playsets, games and puzzles, activity toys, plush products, vehicles (including R/C), and role play products. The first line of products will be available in 2010.

"The unbeatable combination of Mattel's product innovation, retail relationships and global distribution along with WWE's world renowned brand and superstars, global television penetration and live events will result in many years of profitable business for both parties," said Donna Goldsmith, WWE's Executive Vice President of Consumer Products.

"We're thrilled to be partnering with WWE to jointly develop a long-term global brand that brings their superstar talent to kids of all ages in new and innovative formats," said Tim Kilpin, General Manager/Senior Vice President of Boys/Entertainment, Mattel Brands.

Additional information on World Wrestling Entertainment Inc. (NYSE:WWE), can be found at wwe.com and corporate.wwe.com. For information on our global activities, go to www.wwe.com/worldwide/.

Mattel, Inc., (NYSE:MAT)(www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie®, the most popular fashion doll ever introduced. The Mattel family of toys and games is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, and Fisher-Price®, which also includes Little People®, Rescue Heroes™, Power Wheels®, as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 36 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.

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Mattel, WWE reach multi-year licensing pact





NEW YORK, Feb 12 (Reuters) - Mattel Inc MAT.N, the maker of Barbie dolls and the T.M.X. Elmo, said on Wednesday that it reached a five-year deal to be World Wrestling Entertainment's (WWE.N) master toy licensee.

The pact will go into effect in January 2010, the companies said, adding that the first line of products will be available that year.

Financial terms of the agreement were not disclosed.

Toy maker Jakks Pacific Inc's (JAKK.O) licensing pact with WWE expires in 2009. A U.S. federal court in December dismissed a lawsuit filed against Jakks by WWE, which accused the toy maker of bribery to win a lucrative licensing deal based on wrestling superstars. (Reporting by Justin Grant; Editing by Steve Orlofsky)



www.reuters.com/article/rbssTechMediaTelecomNews/idUSWNAS074420080213

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Mattel to make WWE toys as Jakks teams with TNA
(Adds analyst comment, stock activity)
By Justin Grant




NEW YORK, Feb 12 (Reuters) - Mattel Inc MAT.N and Jakks Pacific Inc on Wednesday announced new deals to make wrestling action figures, the latest chapter in a story that has all the acrimony and shifting alliances of professional wrestling.

Mattel has teamed up with World Wrestling Entertainment (WWE.N) to make toys based on its popular wrestlers, and Jakks is matching up with WWE rival TNA Entertainment.

Both deals -- which take effect in 2010 -- are for five years. The companies, which expect the first products to come to market in 2010, did not disclose financial terms.

"While this news was not unexpected, it does come slightly earlier than anticipated and is a negative headline for JAKK," Sterne Agee analyst Arvind Bhatia said in a research note.

Shares of Jakks Pacific fell as much as 7 percent in morning trading, while Mattel's stock rose as much as 2 percent.

Jakks (JAKK.O) holds the license to make WWE toys through next year, but its contract with the company will not be renewed after the partnership soured.

A U.S. federal court in December dismissed WWE's lawsuit against Jakks, which accused the toy maker of bribery to win a lucrative licensing deal based on wrestling superstars.

"By the time 2010 arrives, TNA should be able to increase its market share even more significantly," Jakks Chief Executive Jack Friedman said in a statement.

Mattel is adding the wrestling line to a stable of well-known brands, including Barbie, Hot Wheels and T.M.X Elmo.

Despite last year's recall of millions of Mattel toys made in China due to safety concerns and lead paint, WWE was "comfortable" with Mattel's response to the problem, said Donna Goldsmith, WWE's executive vice president of consumer products.

"Mattel had some issues this summer that they have rectified through a number of policies and procedures and they took us through that," Goldsmith said in an interview.

Mattel, the largest U.S. toy maker, will make WWE-themed action figures, games and puzzles, plush toys and remote- controlled vehicles.

Shares of Mattel were trading Wednesday morning at 12.85 times 2008 earnings, a premium to Jakks, which was trading at a multiple of 10.39 times 2008 earnings.

Jakks stock was down 4.6 percent to $24.69 in late-morning trading on the Nasdaq after falling as low as $23.77 earlier, while Mattel rose 1.9 percent to $21.61. (Editing by Gerald E. McCormick)




www.reuters.com/article/rbssConsumerGoodsAndRetailNews/idUSN1332620720080213