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Warner & Mattel Ride Hot Wheels on DVD & VHS

Warner Home Video Inc. (WHV) and Mattel Inc. have entered into a worldwide home entertainment distribution agreement for the companys new HOT WHEELS ACCELERACERS property. Under the terms of the multi-year agreement, WHV will have exclusive distribution rights to four HOT WHEELS movies promoting the new ACCELERACERS animated property in all territories throughout 2005 beginning with the debut release of the first installment of the four-part movie saga, ACCELERACERS: IGNITION, on March 22, 2005. Additional titles to be released this year on DVD and VHS include THE SPEED OF SILENCE, THE CHALLENGE and THE ULTIMATE RACE.

ACCELERACERS story is told in four parts, yet each movie can stand alone. The four ACCELERACERS movie releases will be supported by a year-long multi-million dollar campaign including 12 weeks of pre-awareness for the first release, with extensive consumer products support. Additional awareness will be generated as all four movies will air multiple times on Cartoon Network throughout 2005, timed just prior to each home video release. The first television premiere of ACCELERACERS: IGNITION in January performed 74% better than the time period average on Cartoon Network.

We are very excited to partner with leading toy manufacturer Mattel on this incredible HOT WHEELS ACCELERACERS launch, said Jeff Brown, svp worldwide marketing, Warner Home Video. HOT WHEELS is by far one of the leading young boy brands in the industry, with its more than 35 year history of entertaining kids. The demand for the HOT WHEELS programming is clearly evident, with the success of the shows to date on Cartoon Network. The four-part ACCELERACERS movie saga will be a remarkable year-long release campaign from WHV supported by aggressive marketing and promotional partners, becoming one of the hottest home entertainment properties for young boys in 2005.

The property will have fresh new content every week now through the fall with the TV specials, Webisodes and online games. ACCELERACERS will fully engage and immerse kids into the story, the characters and the related products, said Steve Ross, svp worldwide entertainment business development, Mattel.

HOT WHEELS ACCELERACERS: IGNITION pits two rival races teams, Teku and Metal Maniacs, who are recruited by Dr. Peter Tezla to race in the fantastic Racing Realms and retrieve the all-powerful Accele-Charger devices before they fall into the hands of the deadly Racing Drones. The Racing Realms become a high-speed battleground as two teams of human racers compete with deadly robotic racers and secret undercover drivers to see if they have the skill and courage to win the ultimate race and the ultimate power that goes with it. The film will be available on March 22 on DVD for $19.98 and VHS for $14.94.

Mattel Inc. ( 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 36 countries and sells products in more than 150 nations throughout the world.

With operations in 89 international territories Warner Home Video, a Warner Bros. Entertainment Co., commands the largest distribution infrastructure in the global video marketplace. Warner Home Video's film library is the largest of any studio, offering top quality new and vintage titles from the repertoires of Warner Bros. Pictures, Turner Ent., Castle Rock Ent., HBO Home Video and New Line Home Ent. Warner Home Video also represents such leading kid entertainment properties such as SCOOBY-DOO, LOONEY TUNES and DC COMICS KIDS.

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Rick DeMott
Animation World Network
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