MT. LAUREL, N.J., January 22, 2002 -- It all started in 1952, when Jack Odell created a tiny, brass Road Roller® and put it in a matchbox-sized container so his daughter could take it to school. Since then, Matchbox® vehicles have inspired the imaginations of kids around the world, while securing a dedicated collector following and a nostalgic place in people's hearts. On the eve of the brand's 50th birthday, Matchbox is busy planning a year-long celebration marked by an array of commemorative vehicles that will appeal to collectors of all ages -- from the "Matchbox® Across America" collection of 50 state cars to the "Matchbox® Ultimate Collectible" crafted in gold and other precious metals.

Since the creation of the first Matchbox vehicle in 1952, the popularity of Matchbox cars has spread across generations. Today, much like 50 years ago, Matchbox cars are miniature versions of the vehicles kids see their heroes drive every day. They're vehicles like fire trucks, police cars and 4x4 pick-up trucks that inspire kids to create endless role-play and rescue scenarios. Kids love Matchbox cars because they're fun to play with. Parents like them because they're safe toys that inspire their child's imagination at a very affordable price (about $1 U.S.D.). And collectors cherish them for their realism, collectibility and value appreciation.

"Matchbox cars were my favorite toys growing up - and they're still among my favorites today," says children's lifestyle expert Chris Byrne, also known as The Toy Guy™. "What has always made them magical and allowed them to endure for half a century is that they exist in two distinct ways for kids. On the one hand, they're fun collectibles, and kids always love that. And as toys, they inspire creative, imaginative play. The ability for so many generations to share Matchbox cars, yet for each child to have a unique experience of playing with them relevant to his or her life, is what makes a true and enduring classic."

Birthday Festivities & Products Include:
The birthday kickoff begins in January 2002 with the release of a new product line called "Matchbox® Across America." The line will feature a special collection of 50 cars, each representing one of the 50 United States. Each vehicle will be indicative of its state (for example, the vehicle for South Carolina will be a golf cart) and will have fun decoration commemorating a key state feature or fact. In addition, each state vehicle will be sold with a miniature replica of the state's license plate. The state vehicles will be introduced nationally on a rolling basis throughout the year, available at leading toy retailers for about $1.50 each. Six of the state vehicles will be featured in a spring Happy Meals promotion at McDonald's® restaurants.

For the adult collector of Matchbox vehicles and toys, Matchbox® Collectibles will celebrate the brand's 50th anniversary by creating the "Matchbox® Ultimate Collectible." This one-of-a-kind model of the Seagrave "Meanstick" fire engine will be crafted in 18-karat white and yellow gold and accented with rubies, diamonds and yellow sapphires. The vehicle will be sold at auction to the highest bidder, with proceeds going to charity. The value of the "ultimate" model is expected to top $10,000 U.S.

Matchbox Collectibles will also introduce two reproductions of the Matchbox Ultimate Collectible in 2002 for approximately $8.00 U.S.D. retail. Burgundy-colored "Anniversary" replicas will be widely available, but a very special 5000-piece limited-edition version in rich gold-tone paint will be randomly assorted and distributed to major retailers as well, creating a "treasure hunt" for the elusive "golden" version.

In addition, the Matchbox Collectibles line will include a complete 50th anniversary collection of vehicles representing the best of Matchbox design and detail. The collection will include miniature (approx. 1:64 scale), traditional (approx. 1:43 scale) and large-scale (approx. 1:18 scale) vehicles, each painted a classic burgundy color and decorated with a Matchbox 50th Anniversary commemorative seal. Vehicles in the collection will range in price from about $4.00 U.S.D. for the smallest scale to $25.00 U.S.D. for the large-scale.

To celebrate the Matchbox birthday with kids and adult collectors around the United States, the brand is planning to host a Matchbox Across America 50th Birthday Tour that will make stops in retail store parking lots in 24 markets. The tour will run from mid-March to late August. Each event will include a Matchbox Rescue Team obstacle course and play area where kids can test their rescue skills like real firefighters. The events will also include product demonstrations and displays for kids and adults and birthday treats for everyone.

The celebration is expected to culminate on Saturday, August 24, and Sunday, August 25, in New York City with the largest International Matchbox Toy Show ever assembled! Kids and collectors from around the world will be able to park their Matchbox cars for a weekend of bidding, swapping and dealing. An extensive play area for kids and cool prizes will add to the fun!

Mattel's Boys and Entertainment division's portfolio of global brands includes some of the most popular powerhouse products in the toy industry. The division is comprised of three major businesses: Wheels; Entertainment licensed toys and Games. The Wheels business includes Matchbox®, Hot Wheels®, and Tyco® R/C. Mattel Wheels appeal to guys ages two to 92 with toys, consumer products and collectibles. Mattel's exciting entertainment-inspired licensed toy lines include Harry Potter™; Nickelodeon's Rugrats™, Jimmy Neutron Boy Genius™, Rocket Power™, The Wild Thornberrys™, SpongeBob SquarePants™, as well as Mattel Action brands Masters of the Universe®, Yu-Gi-Oh!™, and Max Steel™. Mattel Games brands include favorite classics such as UNO®, Magic 8 BallÒ, Ker Plunk!Ò and Fisher-Price® Games.

Mattel Inc. is a worldwide leader in the design, manufacture and marketing of family products. With headquarters in El Segundo, California, Mattel has offices and facilities in 36 countries and sells its products in more than 150 nations around the world. For more information on Mattel products, please log-on to our website at www.mattel.com.

For more information: Matchbox website at www.matchbox.com