Mattel Names ITOCHU Corporation Master Licensing Agency for Barbie® in Japan

ITOCHU, one of the largest trading companies in Japan, to leverage its powerful brand portfolio to build a broad-based, fashion-led, licensing program for Barbie

EL SEGUNDO, Calif., May 26, 2021 - Mattel, Inc. (NASDAQ: MAT) announced today that the company has entered into a multi-year agreement with ITOCHU Corporation, one of the largest Japanese general trading companies. ITOCHU will create a comprehensive licensing program for Barbie in Japan with an immediate focus on fashion-related product launches and brand collaborations.

'For more than sixty years, Barbie has proven herself as a timely and timeless fixture in pop culture globally,' said Roz Nowicki, Head of Global Consumer Products and Franchise Marketing, Mattel. 'ITOCHU's leadership in the fashion industry in Japan makes them the perfect partner for Barbie. We look forward to working with the ITOCHU team to further drive Barbie's fashion and purposeful narratives in this important market.'

'Barbie's brand philosophy - about empowering the limitless potential in every girl - is highly relevant in Japan,' said ITOCHU in a statement. 'We look forward to partnering with Mattel to promote this brand purpose and develop a range of products and programs for Japanese consumers with high fashion sensibilities, further increasing the reach of the Barbie brand in Japan.'

Barbie has always been at the intersection of fashion and pop culture, and continues to represent global diversity in the fashion doll aisle by showcasing a multi-dimensional view of beauty and fashion. Named the 2020 Top Global Toy Property of the Year, according to the NPD group,* the brand engages consumers through new product innovation, cultural relevance, digital dialog, and the celebration of female role models.

ITOCHU's brand portfolio consists of over one hundred well-known fashion brands including LeSportsac, Paul Smith and FILA in Japan.

*Source: The NPD Group/Retail Tracking Service, U.S. Dollar Sales, January-December 2020

About Mattel

Mattel is a leading global toy company and owner of one of the strongest catalogs of children's and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie^®, Hot Wheels^®, Fisher-Price^®, American Girl^®, Thomas & Friends^®, UNO^® and MEGA^®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world's leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential.

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Danit Marquardt
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