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Mattel Named Cartoon Network Master Toy Licensee

Cartoon Network Enterprises (CNE, Cartoon Networks worldwide consumer products division) struck a long-term global partnership with the worlds leading toy company, Mattel Inc. for a multi-year, multi-property deal. The master toy license agreement covers original Cartoon Network properties for the 6-11 age group and also carries a first-look option on all newly created original series and programming.

Mattel will have licensing rights to multiple toy and games categories, including vehicles, action figures, playsets, role-play, board games, puzzles and youth electronics items for the Cartoon Network brand, as well as shows, including FOSTERS HOME FOR IMAGINARY FRIENDS, THE POWERPUFF GIRLS, CAMP LAZLO, ED EDD AND EDDY, THE GRIM ADVENTURES OF BILLY & MANDY, the newly-launched MY GYM PARTNER IS A MONKEY and THE LIFE AND TIMES OF JUNIPER LEE. Existing relationships for other original series will remain unaffected by the deal.

We are pleased to be aligning the Cartoon Network brand with one of the worlds largest and most respected toy companies, setting the stage for great success in the all important toy and games category, said David Levy, president of Turner Ent. sales and marketing. Weve always had a very strong relationship with Mattel as an advertiser and now we are extending that into consumer products. This will enhance the brands of both companies by combining our assets as a leading entertainment company with their expertise in the global toy market.

Were confident that combining Cartoon Networks strength in creating original, quality programming with Mattels expertise in developing innovative products will engage kids in new ways, said Neil Friedman, president of Mattel Brands. By leveraging the Cartoon Network brand as well as their original content, were opening up a whole new type of creative and licensing partnership.

The first product lines to come to market, in 2007, will be toys based on one of Cartoon Networks most successful series, FOSTERS HOME FOR IMAGINARY FRIENDS, created by Craig McCracken, the visionary behind THE POWERPUFF GIRLS. Products for ED EDD AND EDDY, CAMP LAZLO AND THE GRIM ADVENTURES OF BILLY & MANDY will also debut in 2007.

Mattel (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. With worldwide headquarters in El Segundo, California, Mattel employs more than 25,000 people in 42 countries and sells products in more than 150 nations throughout the world.

Cartoon Network Enterprises (CNE), the global branding and merchandising arm of Cartoon Network, is charged with building consumer product franchises for Cartoon Network, its brands and characters from the channel's growing library of award-winning original programming. The division currently offers consumer product programs for an array of marquee animation franchises.

Cartoon Network (www.CartoonNetwork.com), currently seen in more than 89 million U.S. homes and 160 countries around the world, is Turner Broadcasting System Inc.s ad-supported cable service offering original, acquired and classic animated entertainment for kids and families.

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