Mattel, Inc.’s (NASDAQ: MAT) subsidiary, Fisher-Price®, Inc.,
and DreamWorks Animation SKG, Inc. (NASDAQ: DWA) today announced
that they have entered into an exclusive licensing relationship in
which Fisher-Price, the world’s leading brand of infant and
preschool toys, will serve as the worldwide master toy licensee for
a number of DreamWorks Animation’s theatrical feature film releases
and television series.
The Penguins of Madagascar Regurgitating
Rico Launcher debuts at Toy Fair 2011 under the Mattel brand, as
DreamWorks Animation SKG and Mattel's Fisher-Price subsidiary
announce exclusive licensing relationship. (Photo: Business
Wire)
Under the Mattel brand, Fisher-Price will debut
the first of its new toy collections for Kung Fu Panda 2 and The
Penguins of Madagascar at Toy Fair 2011. The additional DreamWorks
Animation theatrical releases featured under the licensing
relationship include Puss In Boots, The
Croods, Madagascar 3 and Legend of the Guardians and the
television properties include Kung Fu Panda: Legends of
Awesomeness.
“We believe that entrusting DreamWorks Animation’s beloved
characters to the world’s number one toy manufacturer will ensure a
fun, innovative and world-class brand presence in stores across the
globe,” commented Kerry Phelan, head of worldwide consumer products
and licensing for DreamWorks Animation. “Together with
Mattel and Fisher-Price, we have crafted a new
‘pre-cool’ strategy to deliver compelling toy lines and unique play
experiences that are age-appropriate for 3 - 8 year old movie
fans.”
“We’re excited and proud to be working with a true innovator in
high-quality entertainment,” said Diana Dunn-Graves,
Fisher-Price vice president of marketing. “This alliance is
a great fit for Fisher-Price because we put into children’s
hands the fun-loving characters that DreamWorks Animation brings to
life on the big and small screens.”
Po and The Furious Five return to the theatres on May 26, 2011
in DreamWorks Animation’s Kung Fu Panda 2, a sequel to the
blockbuster movie that generated over $631 million at the worldwide
box office. The studio plans to launch the Kung Fu Panda: Legends
of Awesomeness television series on Nickelodeon during the fall of
2011. An online virtual world featuring the characters from Kung Fu
Panda is available on www.kungfupandaworld.com.
This spring, Fisher-Price introduces the Kung Fu Panda 2 toy
collection, including action figures, mini collectible figures,
role play, and plush. The hallmark item of the collection is the
plush Kung Fu Po Wrestler, which will be made available
beginning in May, in conjunction with the film’s theatrical
release. Kids can “jump into the ring” to bend, twist, flop,
squeeze, and squash the soft, oversized 15-inch plush – perfect for
wrestling. Po knows when he’s been challenged to a kung fu
wrestling match and responds to kids with quick-witted phrases and
comical sound effects.
In 2010, The Penguins of Madagascar TV series was
the second highest-rated animated program on all of TV
with kids 2 - 11, and it continues to generate excellent
ratings on Nickelodeon, remaining the number one program during its
Saturday 10:30 AM time spot on broadcast and basic cable with both
kids and total viewers. Additionally, the DreamWorks Animation
series now airs every weekday afternoon on Nickelodeon. The
well-loved Penguin characters will make an appearance in DreamWorks
Animation’s Madagascar 3, which is scheduled to be released
theatrically on May 25, 2012.
This fall, Fisher-Price will introduce The Penguins of
Madagascar toy collection, including figures, playsets, role play,
and plush, highlighted by the new Regurgitating Rico
Launcher. One of the most popular characters from The Penguins
of Madagascar is ready to spew… popcorn balls that is! Inspired by
the fan-favorite, Rico the penguin, kids can act out his trademark
skills with the Regurgitating Rico Launcher. To start the action,
kids simply feed up to three balls through Rico’s mouth to get
ready for the launch. With a swift pull on his legs, Rico lets out
a squawk, and boom! Watch those popcorn balls fly! Rico’s kooky
sound effects are triggered by pulling his legs back and pushing
his feet forward.
About DreamWorks
Animation
DreamWorks Animation creates high-quality entertainment,
including CG animated feature films, television specials and
series, live entertainment properties and online virtual worlds,
meant for audiences around the world. The Company has world-class
creative talent, a strong and experienced management team and
advanced filmmaking technology and techniques. DreamWorks Animation
has been named one of the “100 Best Companies to Work For” by
FORTUNE® Magazine for three consecutive years. In 2011, DreamWorks
Animation ranks #10 on the list. All of DreamWorks Animation’s
feature films are now being produced in 3D. The Company has
theatrically released a total of 21 animated feature films,
including the franchise properties of Shrek, Madagascar, Kung Fu
Panda and How to Train Your Dragon.
About Fisher-Price
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NASDAQ:MAT)
located in East Aurora, N.Y., is the leading brand of infant and
preschool toys in the world. The company's legacy of high quality
toys has enhanced early childhood development for more than 80
years. The Fisher-Price Play Laboratory, celebrating its 50th
anniversary this year, was the first child research center of its
kind in the industry. Herman Fisher established the Play Lab to
observe real children playing with the company's toys during
various stages of development. The Play Lab remains at the heart of
product development today. Some of the Company’s best-known
“classic” brands include Little People®, Power Wheels® and
View-Master®. Fisher-Price is also a leading developer of baby gear
products (infant swings, bouncers, high chairs), as well as a wide
array of character-based toys inspired by high quality children’s
programming such as Dora the Explorer™, Kung Fu Panda 2™, Mickey
Mouse Clubhouse, Penguins of Madagascar™ and Thomas & Friends™.
The Company’s web site, www.fisher-price.com, provides valuable
information and resources to parents and grandparents.
Caution Concerning Forward-Looking
Statements
This document includes certain forward-looking statements within
the meaning of the Private Securities Litigation Reform Act of
1995. The Company's plans, prospects, strategies, proposals and our
beliefs and expectations concerning performance of our current and
future releases and anticipated talent, directors and storyline for
our upcoming films and other projects, constitute forward-looking
statements. These statements are based on current expectations,
estimates, forecasts and projections about the industry in which we
operate and management's beliefs and assumptions. These statements
are not guarantees of future performance and involve risks,
uncertainties and assumptions which are difficult to predict.
Actual results may vary materially from those expressed or implied
by the statements herein due to changes in economic, business,
competitive, technological and/or regulatory factors, and other
risks and uncertainties affecting the operation of the business of
DreamWorks Animation SKG, Inc. These risks and uncertainties
include: audience acceptance of our films, our dependence on the
success of a limited number of releases each year, the increasing
cost of producing and marketing feature films, piracy of motion
pictures, the effect of rapid technological change or alternative
forms of entertainment and our need to protect our proprietary
technology and enhance or develop new technology. In addition, due
to the uncertainties and risks involved in the development and
production of animated feature projects, the release dates for the
projects described in this document may be delayed. For a further
list and description of such risks and uncertainties, see the
reports filed by us with the Securities and Exchange Commission,
including our most recent annual report on Form 10-K and our most
recent quarterly reports on Form 10-Q. DreamWorks Animation is
under no obligation to, and expressly disclaims any obligation to,
update or alter its forward-looking statements, whether as a result
of new information, future events, changes in assumptions or
otherwise.
MAT-FP
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http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6605876&lang=en
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