(May 23, 2005 - Burbank, CA) – Warner Bros. Consumer Products announced today that Fisher-Price has been named the master toy licensee for Warner Bros. Animation’s newest animated television series, “Krypto The Superdog.” Fisher-Price will manufacture, market and sell an all-inclusive line of preschool toys featuring the daring canine and his pack of crime-fighting comrades. The half-hour animated series, which debuted in April on Cartoon Network, features two adventurous 11-minute stories per episode. There are a total of 52 11-minute episodes currently in production. Fisher-Price’s new toy line-up will feature a broad range of toys for 3-6 year olds, including action figures, playsets, plush, vehicles, learning toys, and more. Mattel Brands, the parent company to Fisher-Price, will also launch games and puzzles based on Krypto, as well as his cool gadgets and friends. The initial product line, which will launch exclusively at a major retailer this fall, will also include Ace the Bat Hound and the canine crime fighters, the Dog Star Patrol. Beginning in spring 2006, the toys will be available at retailers nationwide. “As one of the most trusted names in toys, Fisher-Price proved to be a perfect fit for the 'Krypto The Superdog' product line,” said Karen McTier, Executive Vice President of Domestic Licensing, Global Toys, Publishing and Themed Entertainment, Warner Bros. Consumer Products. “The series is popular with young kids and we look forward to the merchandise being a top-seller as well.” “'Krypto the Superdog' has all the makings for a ‘bonafide’ children’s favorite,” says Neil Friedman, President, Fisher-Price Brands. “We’re excited to be partnering with Warner Bros. Consumer Products to bring this courageous and bold character to life in toys that will let children take the fun home.” “Krypto The Superdog,” based on the DC Comics character Krypto, chronicles the comedic canine adventures of Metropolis’ day-saving superdog from the planet Krypton. Krypto jettisons to Earth after orbiting countless years in space as a test-pilot puppy aboard a malfunctioning rocket ship built by Superman’s father. Landing astray on unfamiliar terrain, the fully-grown Krypto swiftly seeks out companionship on Earth and flips over Kevin Whitney, a young boy who too longs for friendship. Endowed with an amazing array of super powers – ranging from heat vision to super strength to flying - Krypto partners with best pal Kevin to fight evil forces that threaten the safety and well being of the people and animals of Metropolis. So begins the surprising story of a boy and his dog ... or is it the story of a dog and his boy? About Warner Bros. Consumer Products Warner Bros. Consumer Products, a Warner Bros. Entertainment Company, is one of the leading licensing and retail merchandising organizations in the world. About Fisher-Price Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:MAT) and located in East Aurora, New York, is the leading brand of infant and preschool toys in the world. The Company has a 75-year legacy of high-quality toys that enhance early childhood development. Its often-emulated Play Laboratory was the first child research center of its kind in the toy industry, allowing researchers to observe the way children play and how play benefits their development. Some of the Company’s best-known “classic” brands include Little People®, Power Wheels® and View-Master®. Fisher-Price is also a leading developer of baby gear products (nursery monitors, infant swings, high chairs) as well as a wide array of character-based toys inspired by high quality children’s programming such as Sesame Street®, Dora the Explorer™ and Winnie the Pooh. The Company’s web site, at www.fisher-price.com, provides valuable information and resources to parents. About DC Comics DC Comics, a Warner Bros. Entertainment Company, is the largest English-language publisher of comics in the world and home to such iconic characters as Superman, Batman, Wonder Woman and the Sandman. These DC Super Heroes and others have starred in comic books, movies, television series (both animated and live-action) and cyberspace, thrilling audiences of all ages for generations. DC Comics' web site is located at www.dccomics.com. KRYPTO and all related characters and elements are trademarks of and © DC Comics.
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