Mattel Grows Diverse Games Portfolio with Acquisition of Phase 10® and iMAGiNiff® Games
08 Dezembro 2010 - 9:04AM
Business Wire
Mattel, Inc. (NASDAQ: MAT) today announced it has acquired the
license for the exclusive, worldwide rights to classic rummy style
card game Phase 10® from Fundex Games, Ltd. and in a separate
transaction, has acquired the rights to party game favorite
iMAGiNiff® from Blue Opal Australia Pty Ltd.
"The addition of Phase 10® and iMAGiNiff® strengthens Mattel’s
robust collection of leading game brands,” said Lee Ann Wong, vice
president Mattel Games Marketing. “These time-tested brands provide
fun, affordable and engaging experiences that complement our
portfolio of adult-targeted and family-friendly games.”
Phase 10® has been a top-selling card game with tens-of-millions
of units purchased globally since its introduction at retail over
two decades ago. Based on a popular variant of rummy known as
Liverpool Rummy, Phase 10® is named after the game’s 10 phases of
play which a player must advance through in order to win.
"The established popularity of Phase 10® will further our
leadership within the card game category, as well as enable us to
introduce the game and its variants to a wider audience,” said
Wong.
The Phase 10® game portfolio currently includes:
- Phase 10® Card Game/ Phase 10®
Masters Card Game: The popular Rummy style card game with
challenging and exciting twists! Comprised of 108 cards the object
of the game is for players to complete each of the games ten
specific game phases to win. If a player completes the phase
successfully they advance to the next phase, if not they must try
again.
- Phase 10® Dice Game: This
variation of Phase 10® gets the game rolling in action with dice!
Players get three rolls with the unique Phase 10® dice in an
attempt to make the highest score for a specific phase. If a player
completes the phase they advance to the next, but if not must try
again!
- Phase 10® Twist™ Game: Brings
big board game action to Phase 10® with a wild game of risk, reward
and terrific twists as players complete rummy phases to move around
the board. Players landing on the unique TWIST™ space must make
challenging choices which if successful, can offer big rewards or
failure.
iMAGiNiff®, a celebrated party game where players share opinions
about each other, will reside alongside other games targeted to
adults.
The iMAGiNiff® game portfolio currently includes:
- iMAGiNiff®: The hilarious party
board game where player’s opinions matter as they attempt to find
out what people really think of them--assuming they want to know,
of course. Played in rounds, the object of the game is to imagine
what other players are most like. Players who keep choosing the
most popular answers, win the game.
MAT-G
About Mattel
Mattel, Inc., (NASDAQ: MAT, www.mattel.com) is the worldwide
leader in the design, manufacture and marketing of toys and family
products. The Mattel family is comprised of such best-selling
brands as Barbie®, the most popular fashion doll ever introduced,
Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as
well as Fisher-Price® brands, including Little People®, Power
Wheels® and a wide array of entertainment-inspired toy lines. In
2010, Mattel was named as one of FORTUNE Magazine's "100 Best
Companies to Work For" for the third year in a row, and was ranked
among Corporate Responsibility Magazine’s "100 Best Corporate
Citizens." Mattel also is recognized among the "World's Most
Ethical Companies." With worldwide headquarters in El Segundo,
Calif., Mattel employs approximately 27,000 people in 43 countries
and territories and sells products in more than 150 nations. At
Mattel, we are "Creating the Future of Play."
© 2010 Mattel, Inc. All Rights Reserved.
Phase 10 is a registered trademark of Kenneth R. Johnson.
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