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|Mattel Inc was incorporated in California in 1948 and reincorporated in Delaware in 1968. The Company designs, manufactures and markets toy products through sales to its customers and directly to consumers. The Company provides toy brands- today and tomorrow. The Company's portfolio of brands and products are grouped in the following categories: Mattel Girls & Boys Brands- including Barbie fashion dolls and accessories, Polly Pocket, Little Mommy, Disney Classics and High School Musical, Hot Wheels, Matchbox, Speed Racer and Tyco R/C vehicles and play sets and CARS, Radica, Speed Racer, Batman and Kung Fu Panda products and games and puzzles. Fisher-Price Brands -including Fisher-Price, Little People, BabyGear and View-Master, Sesame Street, Dora the Explorer, Winnie the Pooh, Go-Diego-Go! and See Say and Power Wheels . American Girl Brands including Just Like You, the historical collection and Bitty Baby. American Girl Brands products are sold directly to consumers via its catalogue, website and proprietary retail stores. The domestic segment develops toys that it markets and sells through the Mattel Girls & Boys Brands, Fisher-Price Brands and American Girl Brands segments. In the Mattel Girls & Boys Brands segment, Barbie includes brands such as Barbie fashion dolls and accessories and Polly Pocket, Little Mommy, Disney Classics and High School Musical are included within Other Girls Brands. Wheels are comprised of Hot Wheels, Matchbox, Speed Racer and Tyco R/C vehicles and play sets. Entertainment includes CARS, Radica, Speed Racer, Batman and Kung Fu Panda products, as well as games and puzzles. The Fisher-Price Brands segment includes Fisher-Price, Little People, BabyGear, View-Master, Sesame Street, Dora the Explorer, Go-Diego-Go!, Mickey Mouse Clubhouse, Winnie the Pooh, My Friends Tigger & Pooh, Handy Manny, See N Say, Ni Hao, Kai-lan! and Power Wheels. New product introductions for 2009 are expected to include the TrioBuilding Set line, Laugh & LearnFarm, My Toon TV, Splatster, Imaginext Dragon line, Precious Planetline, Elmo LiveEncore, Super Special Friend Kai-lan, Manny Repair Shop, Dora Saves the Crystal Kingdom and Mickeys Magic Choo Choo. The American Girl Brands segment is a direct marketer, childrens publisher and retailer known for its flagship line of historical dolls, books and accessories, as well as the Just Like You and Bitty Baby brands. American Girl Brands also publishes Advice & Activity books and the award-winning American Girl magazine. In January 2014, American Girl introduced Isabelle, the 2014 Girl of the Year doll. American Girl products are sold in the US and Canada. Competition in the manufacture, marketing, and sale of toys is based primarily on quality, play value, and price. The Companys products sold in the United States are subject to the provisions of the Consumer Product Safety Act, the Federal Hazardous Substances Act and the Consumer Product Safety Improvement Act of 2008.|
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