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Mattel Eyes Archie Dolls

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Archie Comics Entertainment, LLC and Mattel, Inc. (NYSE: MAT) today announced a multi-year, worldwide licensing agreement naming the world's leading toy manufacturer the Doll licensee for BETTY & VERONICA. The announcement was made jointly by Steve Herman, VP of Licensing for Archie Comics Entertainment, LLC and Russell Arons, Vice President of Marketing, Mattel.

The doll license grants Mattel manufacturing and marketing rights for dolls and accessories, as well as Magic 8 Balls reflecting Betty & Veronica's renowned differing perspectives on life and love.

Based on the theme Are you a Betty or are you a Veronica - the theme behind the successful launch of the Women's and Junior's upscale boutique apparel and accessory line - the BETTY & VERONICA products will be available in June 2005. The BETTY & VERONICA Barbie® dolls bring the popular Riverdale High co-eds to Barbie® doll's world. Dressed in cool, contemporary fashions, each doll comes with a die cut note-book.

The dolls will be available in the U.S. exclusively through Toys R Us & Toys R Us.com beginning June 2005. The MSRP is $14.99. Each doll is sold separately and age-graded 6+. "Archie Comics Entertainment has an impressive track record of extending the renowned ARCHIE universe into all areas of media and consumer products. As a result of their successful efforts, the ARCHIE brand has become a formidable franchise, underscored by the exciting developments of BETTY & VERONICA in the media, consumer products and fashion marketplaces. As partners with Archie Comics Entertainment, we are committed to helping bring the BETTY & VERONICA characters to life in creative and innovative ways for kids," said Arons.

Said Herman: "All young girls (and boys) at some time growing up have read the adventures of teenager Archie Andrews and his two best girlfriends Betty and Veronica.

America's most enduring and largest selling teenage humor comics for 64 years, Archie Comics enjoys monthly sales in excess of 700,000 copies and a readership exceeding 5,000,000 per month. As a result of the agreement between Mattel and Archie Comics Entertainment, LLC, the Betty and Veronica dolls come to life exclusively at Toys R Us."

The Archie characters first appeared in an Archie comic book published in 1941. More than 60 years later, Betty, Veronica, Archie, Jughead and friends remain a staple of entertainment for readers the world over with timeless tales of the trials, tribulations and triumphs of teenagers. Role models to millions, Betty & Veronica, Archie and Jughead have come to represent the fads, fashions and attitudes of contemporary youth.

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