Hot Wheels Reaches Broadcast Deal in Germany

Press Release from Nelvana Enterprises 

(October 5, 2009 – MIPCOM, Cannes, France) – Nelvana Enterprises has reached a broadcast deal with boys’ action giant RTL2 in Germany for Hot Wheels® Battle Force 5™.

Produced by Mattel, Inc. and Nelvana, Hot Wheels® Battle Force 5™ transports kids into a fantasy world with an elite team of drivers in five ultra-cool, ultra-fast vehicles. They’re teens, they’re turbo-charged and they must work together using their armored battle machines to save the Earth from the most outrageous galactic predators.. It is the first Mattel produced Hot Wheels® TV series in 40 years.

”Battle Force 5 combines thrilling racing scenes with 100% pure fun, action, fantasy and friendship. RTL2 is very excited to strengthen its adventure-driven kids profile with Battle Force 5 in 2010," said Andrea Lang, Vice President Animation & Children’s Programming, RTL2.

"We are very excited to take our partnership with RTL2 to the next level and introduce Battle Force 5 to the German market,” said Barry Waldo, Vice President of Worldwide Entertainment, Mattel.  “Hot Wheels has a phenomenal history in Germany and we are proud to team up with RTL2 to extend the legendary brand."

About Nelvana Enterprises

Nelvana Enterprises is owned by Corus Entertainment Inc., a Canadian-based media and entertainment company. Corus is a market leader in specialty television and radio with additional assets in pay television, advertising services, television broadcasting, children's book publishing and children's animation. The company's multimedia entertainment brands include YTV, Treehouse, W Network, CosmoTV, VIVA, Movie Central, HBO Canada, Nelvana, Kids Can Press and radio stations including CKNW, CKOI and Q107. Corus creates engaging branded entertainment experiences for its audiences across multiple platforms. A publicly traded company, Corus is listed on the Toronto (CJR.B) and New York (CJR) exchanges. Experience Corus on the web at www.corusent.com [1].

About the Hot Wheels® brand

Hot Wheels® cars revolutionized boys' toys in 1968 with an original line of super-fast, customized cars built for speed, power, performance and attitude. Now, more than 40 years later, Hot Wheels® is a global lifestyle brand that represents the coolest cars imaginable in scales from miniature to full-size. Each year, Hot Wheels® also introduces a new lineup of innovative vehicles, track sets and playsets, while also remaining a popular collectible for adults.  For more information, go to www.hotwheels.com [2] or www.hotwheels.com/40 [3].

About Mattel

Mattel, Inc., (NASDAQ: MAT, www.mattel.com [4]) 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 2009, Mattel is recognized among the "100 Best Corporate Citizens," as one of the "World's Most Ethical Companies" and as one of FORTUNE Magazine’s "100 Best Companies to Work For." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands—today and tomorrow.