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She-Ra Celebrates 25th Anniversary

For the honor of Grayskull! 2010 marks the 25th Anniversary of She-Ra, one of the world’s most popular female superheroes and star of the hit 1980s animated television series, She-Ra: Princess of Power.

Press Release from Mattel

New York, NY (August 17, 2010)—For the honor of Grayskull!  2010 marks the 25th Anniversary of She-Ra, one of the world’s most popular female superheroes and star of the hit 1980s animated television series, She-Ra: Princess of Power.

She-Ra, also known as Princess Adora, is the twin sister of He-Man (Prince Adam) and the lead heroine in the Masters of the Universe® franchise.  First introduced in March 1985 in the animated feature film, He-Man and She-Ra: The Secret of the Sword, soon thereafter She-Ra was given a spin-off television series, She-Ra: Princess of Power, which began airing in September 1985.

Since her debut, She-Ra has starred in 93 cartoon episodes, a Christmas Special (He-Man and She-Ra: A Christmas Special), more than twenty Princess of Power book titles, twelve issues of She-Ra comic books and in six quarterly issues of the Princess of Power Magazine.

In each episode of She-Ra: Princess of Power, Adora transforms into her alter ego to fight alongside the Great Rebellion with her trusted steed—a winged unicorn named Swiftwind—for peace and justice on planet Etheria, and to defend Crystal Castle against Hordak and The Evil Horde. In battle, She-Ra uses her magical sword, the “Sword of Protection,” that she can command into other weapons, and that also enables her transformation when she holds it overhead and proclaims, "For the Honor of Grayskull, I am She-Ra!”

To celebrate the 25th Anniversary, Mattel and Classic Media are rolling out commemorative programs.  Mattel will release collectibles on www.MattyCollector.com throughout the year, including a She-Ra action figure.

The first season of the Princess of Power series will be released on DVD, She-Ra: Volume 1, Season 1 (20 episodes; $19.93 SRP) and through digital downloads on iTunes (www.itunes.com) and Hulu.  In addition, for the first time, the entire series is coming to DVD, She-Ra: The Complete Series 25th Anniversary Edition (93 episodes; $99.93 SRP).  The box set will include collectible stickers, an iron-on and an episode guide. “As the most powerful woman in the universe, She-Ra continues to add her strength to our collector portfolio,” said Scott Neitlich, Manager, Action Play Marketing, Mattel, Inc. “Being able to give fans new collectibles and keeping our heroine relevant after 25 years through new adaptations is a true testament to the iconic stature of She-Ra.”

“One of the original female superheroes, She-Ra combines femininity with strength, and in so doing is a timeless symbol of empowerment for women of all ages,” said Nicole Blake, EVP, Global Marketing & Consumer Products, Classic Media.  “Countless male superheroes have been reintroduced to today’s audiences—now, celebrating the 25th Anniversary, is the time for She-Ra!”

About Mattel, Inc.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." About Classic MediaClassic Media, one of the world’s largest independent entertainment companies, is a leader in reinventing the classics of yesterday and creating the entertainment classics of tomorrow. The Company owns and manages a globally-recognized portfolio of well-known family and pop-culture entertainment brands, including Casper the Friendly Ghost, Where’s Waldo?, The Lone Ranger, Lassie, Postman Pat, and new global brands Tinga Tinga Tales and Guess with Jess. Big Idea, a member of the Classic Media family, is the leading faith-based studio and producer of children’s programming, including the best-selling animated series, VeggieTales. More than 3,600 hours of Classic Media programming is distributed in more than 170 territories worldwide and showcased in multiple formats, including TV, film, home video, consumer products, publishing, digital, and music.  Visit us at http://www.classicmedia.tv.

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