Warner Bros. Consumer Products And Cartoon Network Name Mattel Master Toy Manufacturer For “Hi Hi Puffy Amiyumi”

(February 16, 2005 - Burbank, CA and Atlanta, GA) – Warner Bros. Consumer Products and Cartoon Network announced today that they have awarded leading toy manufacturer Mattel, the master toy license for Cartoon Network’s newest animated television show, “Hi Hi Puffy Amiyumi.” Mattel is planning to launch a full line of toys at retail, worldwide, in all markets outside of Japan, beginning in Fall 2005. “Hi Hi Puffy Amiyumi” first debuted on November 19, 2004, and has been green-lit for 26 episodes. Mattel’s initial product launch will consist of fashion dolls in the likeness of the real-life Japanese pop stars Ami and Yumi, spunky small dolls inspired by the animated characters and the Puffy AmiYumi tour bus. Mattel will also create plush toys based on Ami and Yumi's favorite felines, along with engaging play sets and a “magical” transforming tour bus. Additional products will include accessories, role-playing product, musical and electrical toys, games, puzzles and vehicles. The new toy line from Mattel brings this colorful property to the shelf with an excellent array of product and creative packaging. “Hi Hi Puffy Amiyumi” is a half-hour comedy consisting of animated elements that follows the rompy rock ‘n’ roll adventures of Japanese rock stars Ami and Yumi, along with live-action bookends featuring the band. Being famous rock stars, Ami and Yumi tour the globe in their customized tour bus, a veritable condo on wheels with all the major amenities and an ever-changing interior. Ami is the peppy, positive and resourceful one. Yumi is the hard-rocking, no-nonsense cynic with an absolutely infallible sense of cool. Whether they’re jamming with aliens, or being chased to the center of the Earth by an obsessed fan, Ami and Yumi always come out on top – dishing out lessons in J-pop justice and the international language of “cool” along the way. The real life Ami and Yumi came together in 1995 through a nationwide talent search in Japan. Since their rock ‘n’ roll debut in 1996, they have sold millions of albums, played sold-out stadiums and hosted a live-action variety show in Asia. Now the Japanese phenomenon is taking on the cartoon world with “Hi Hi Puffy Amiyumi,” an over-the-top comedy, filled with cutting-edge music and starring two cool Japanese pop icons. “Selecting Mattel as the master toy licensee on 'Hi Hi Puffy Amiyumi' adds to the tremendous momentum for this property, and for Cartoon Network,” said Jim Samples, Executive Vice President and General Manager, Cartoon Network Worldwide. “Not only are we working with an industry-leader to bring one of our hot new shows to retail and consumers, together we will bring a line of creative, fun toys to fans sooner than we have ever been able.” “Mattel continues to be a great licensee of ours and we are pleased to expand our relationship to include this fun and entertaining new property,” said Karen McTier, Executive Vice President, Domestic Licensing for Warner Bros. Consumer Products. “We just know that Mattel will do a great job capturing the creativity and liveliness of 'Hi Hi Puffy AmiYumi' in their exciting line of toys.” "We are thrilled to be working as the master toy licensee on a Cartoon Network property for the very first time," said Steve Ross, Senior Vice President Worldwide Entertainment and Business Development, Mattel Inc. “Mattel is dedicated to creating engaging toys based on the best new entertainment properties and 'Hi Hi Puffy AmiYumi' is like nothing we've seen. With the power of Warner Bros. Consumer Products behind it, and backed by the creative genius of Cartoon Network, we anticipate having tremendous success with the toy line.” “Hi Hi Puffy Amiyumi” has become an instant hit with Cartoon Network fans. Its debut, on Friday, November 19, scored Cartoon Network’s highest-ever kids 2-11 and kids 6-11 ratings and delivery for an original premiere. In its second week, the new animated series continued its strong performance by rating as Cartoon Network’s top-rated show for the week among kids 6-11, increasing Cartoon Network’s audience among kids 6-11 by an amazing 49% over the previous year. 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 Cartoon Network Cartoon Network, currently seen in 87.3 million U.S. homes and 145 countries around the world, is Turner Broadcasting System, Inc.’s 24-hour, ad-supported cable service offering the best in animated entertainment. Drawing from the world’s largest cartoon library, Cartoon Network showcases unique original ventures such as "Codename: Kids Next Door," "The Powerpuff Girls," "Dexter’s Laboratory," "Samurai Jack," "The Grim Adventures of Billy and Mandy" and "Ed, Edd n Eddy." Cartoon Network also features "Adult Swim," a late night block of animation for grown-ups. Since its launch in 1992, Cartoon Network has remained one of ad-supported cable’s highest-rated networks. Cartoon Network’s Web site is located at (AOL Keyword: Cartoon Network). About Mattel Mattel, Inc., (NYSE: MAT, 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. TM & © Cartoon Network. MATTEL and associated trademarks and trade dress are owned by Mattel, Inc. © 2005 Mattel, Inc. All Rights Reserved.
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