TOYS"R"US CELEBRATES BARBIE® DOLL’S 50TH ANNIVERSARY

TOYS"R"US CELEBRATES BARBIE® DOLL’S 50TH ANNIVERSARY

The World's Greatest Toy Store™ Celebrates the Fashion Doll with Barbie™ Boutiques, In-Store Parties, Retro Pricing and Dedicated Online Presence

WAYNE, NJ (March 6, 2009) - In 1959, a new fashion doll appeared on Toys"R"Us store shelves, creating a sensation and becoming an instant favorite among generations of little girls. Now, Toys"R"Us is rolling out the pink carpet to mark the 50th anniversary of everyone's favorite fashionista, Barbie® doll. Beginning this weekend, and continuing through the month of March, Toys"R"Us will provide fans with numerous ways to celebrate the pop culture princess that began the fashion doll business, including an in-store Barbie™ boutique and special parties in stores nationwide.

"For generations of fans, Barbie has been the model of sophistication, style and fashion," said Karen Dodge, Senior Vice President, Chief Merchandising Officer, Toys"R"Us, U.S. "Countless young girls first fell in love with Barbie doll in our stores. There is no better place to celebrate 50 years of Barbie than at Toys"R"Us."

Toys"R"Us will celebrate Barbie® throughout March, including the following highlights:

Fashionably Fantastic Celebration at Toys"R"Us Stores Nationwide
While Barbie® doll always has been treated as fashion royalty, in honor of the golden anniversary, Barbie® doll will receive a place of honor in dedicated boutiques in Toys"R"Us stores nationwide. Filled with trendy visuals, the boutiques will showcase a vast assortment of Barbie® dolls, collectibles, clothing, accessories and more.

During a week-long celebration from March 8 through March 14, Toys"R"Us stores will provide incredible values on Barbie® dolls. Customers will have the chance to receive a free Barbie® Fashion Fever™ doll with any Barbie® purchase of $25 or more, while supplies last. Additionally, Toys"R"Us will feature the Barbie® brand's nationwide promotion which offers the Bathing Suit Barbie® doll, an updated version of the original Barbie® doll, for the original 1959 price of $3, while supplies last. The week culminates with a special Barbie™ anniversary bash in every Toys"R"Us store from coast-to-coast on Saturday, March 14 from 12 noon - 2 pm. Guests of the party will have the opportunity to express their style by designing their own, complimentary Barbie™ party hat, while supplies last.

Pink Party Time at Toys"R"Us Times Square
The company's international flagship store, Toys"R"Us Times Square, will be the site of a Barbie™ anniversary party on Saturday, March 14 from 12 noon - 2 pm. The store's life-size, two-story Barbie® Dollhouse will be decorated with anniversary flair, complete with a pink carpet, a giant cupcake and confetti. Barbie® doll will make an in-store appearance and take part in the festivities to meet and take photos with her littlest (and biggest) fans. Partygoers should also be sure to check out the Barbie™ doll car on the store's indoor, 60-foot Ferris Wheel. Designed to look like Barbie® doll's pink convertible, this Ferris Wheel cab allows kids to sit behind the wheel of an all-time favorite Barbie® accessory.

As part of this celebration, the first 180 guests purchasing either a 50th Anniversary Barbie® doll or any My Favorite Barbie® doll will receive limited edition reproduction artwork of the 50th Anniversary Barbie® doll. Limit one piece of reproduction artwork per person, while supplies last. The artwork features a sketch by noted Barbie® designer Robert Best. .

Virtual Barbie® Celebration at Toysrus.com
A Toys"R"Us microsite dedicated to all things Barbie®, located at www.Toysrus.com/Barbie, will launch as part of the celebration. Featuring a 50th anniversary Barbie® theme, the site will host a blog dedicated to Barbie® doll. The site will also offer the same values on Barbie® dolls that can be found at Toys"R"Us stores from March 8 through 14. As an added bonus, reproduction artwork of the Barbie® 50th Anniversary doll will also be available at Toysrus.com with the purchase of the Barbie® 50th Anniversary doll or any Pink Label™ My Favorite Barbie® doll starting on March 8, while supplies last.

Special Dolls Highlight Barbie® Through The Decades
To ensure Barbie® fans have a keepsake of Barbie® doll's golden anniversary, Toys"R"Us stores and Toysrus.com will offer a variety of reproduction dolls based on classic Barbie® fashions and styles. Highlights of the line include the 50th Anniversary Barbie® doll and the My Favorite Barbie® dolls, a series of six replicas in 2009 of classic Barbie® dolls from nearly every decade. Dolls in the My Favorite Barbie® line re-create The Original Teenage Fashion Model™ Barbie® doll from 1959, Brunette Bubble Cut™ Barbie® doll from 1962, Twist 'N Turn™ Barbie® doll from 1967, Malibu Barbie® doll from 1971, Superstar Barbie™ doll from 1977 and Barbie and the Rockers™ doll from 1986. Each reproduction doll comes with a re-creation of Barbie® doll's original fashion and an additional outfit from that time period, a reproduction vintage booklet and 50th anniversary collectible cards that portray a vintage image reproduction on one side and fascinating, little known Barbie® fun facts on the back.

While Barbie® doll's 50th anniversary is in March, the celebration will continue throughout the year. Barbie® fans should also note that Toys"R"Us stores will continue to receive shipments of new Barbie® merchandise throughout the year, including exclusive dolls that can only be found at Toys"R"Us stores.

About Toys"R"Us, Inc.
Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer. Currently it sells merchandise through more than 1,550 stores, including 846 Toys"R"Us and Babies"R"Us stores in the U.S., more than 700 international stores in 33 countries, which includes licensed and franchise stores, and through its Internet sites, Toysrus.com, Babiesrus.com, eToys.com and babyuniverse.com. The company also operates the parenting resource website, ePregnancy.com.

About Mattel
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 is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands (www.fisher-price.com), including Little People®, Rescue Heroes®, Power Wheels® and a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than the 30,000 people in 42 countries and sells products in more than 150 nations throughout the world. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.

MATTEL, BARBIE and associated trademarks and trade dress are owned by Mattel, Inc. © 2009 Mattel, Inc. All Rights Reserved.


For more information please contact:

Toys"R"Us, Inc.
Bob Friedland
Phone: 646-366-8862
Email: friedlab@toysrus.com

Adrienne Giordano
Phone: 973-617-4383
Email: giordana@toysrus.com