James Stewart, Mattel Announce Licensing Agreement

January 20, 2006 11:38am

CHARLOTTE, N.C. (Jan. 20, 2006) – Supercross phenom James Stewart and Mattel , Inc. (NYSE: MAT) announced today they have agreed on a multi-year agreement for Mattel to produce and distribute toys based on his likeness.

Stewart and his signature Kawasaki KX450F cycle will be featured in the Hot Wheels® Moto X line in 2006 as part of the Hot Wheels® 1:18 Moto X Assortment, available soon, and the Hot Wheels® Moto Kick-Start Assortment, available this summer.

20-year-old Stewart, the first African-American to win a major motorsports title of any kind in the world and the only black rider on the professional circuit, is excited about the alliance.

“Mattel is the biggest toy company in the world, and I am proud to be associated with such a powerful brand as Hot Wheels,” said Stewart.

"James Stewart’s skill on a motorcycle is undeniable,” said Doug Wadleigh, vice president, Mattel Hot Wheels. “His personality and ability to transcend the sport in mainstream media were as compelling to us as his racing accomplishments, and we look forward to a very successful partnership.”

The two toys featuring Stewart that will be available this year are:

• Hot Wheels® 1:18 Moto X Assortment: The motorcycle line lets kids and motocross fans collect their favorite riders performing their signature stunts, featuring features authentic replicas of top riders including James “Bubba” Stewart. Rider figures are fully articulated in dynamic poses. The motorcycles have working front suspensions and come with a bike stand. Not for use with some Hot Wheels® sets. Each sold separately, subject to availability.(MSRP $7.99, Age 8+)

• Hot Wheels® Moto Kick-Start Assortment: Fly to new heights and pull off the most insane tricks just like the Moto X pros with the Hot Wheels® Kick Start Moto assortment. Kick start the motor, rev it up for speed, and then release the bike to tear over rough terrain, to race friends, or to hit the jump ramp for sick air and stunts. The assortment includes a realistic large scale Moto X bike in one of two decos – including current No. 1 Supercross rider James “Bubba” Stewart – a high powered motorized fly wheel launcher, and a big jump ramp for high flying tricks and stunts. Not for use with some Hot Wheels® sets. Each sold separately, subject to availability. (MSRP: $19.99, Age 5+)

Rights granted by Stewart to Mattel include the production and worldwide distribution of action figures, radio-controlled toys, and video games. Mattel joins premier brands Kawasaki, Fox Racing, Red Bull, Oakley, and Boost Mobile as marketing partners of James Stewart.

Mattel, Inc., (NYSE: MAT, http://www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie®, the most popular fashion doll ever introduced. The Mattel family is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl® and Tyco® R/C, as well as Fisher-Price brands, including Little People®, Rescue Heroes®, Power Wheels® and a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 42 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.