Cookie Jar Entertainment Awards Mattel THE DOODLEBOPS Master Toy License

Date: Novemeber 8, 2005

Mattel to Launch THE DOODLEBOPS Toy Line Fall '06

LOS ANGELES--(BUSINESS WIRE)--Nov. 8, 2005--Cookie Jar Entertainment Inc. has named Mattel, Inc. (NYSE:MAT - News) the worldwide master toy licensee for THE DOODLEBOPS(TM). THE DOODLEBOPS, Cookie Jar's high energy, music-based, live action kids series, airs twice daily on Disney Channel's Playhouse Disney preschool block of programming in the United States, and on CBC weekdays in Canada. The master license grants Mattel manufacturing and marketing rights for toys, dolls, feature plush, figures, playsets, games and puzzles that incorporate the rock 'n' roll fantasy from the TV series. Mattel's THE DOODLEBOPS(TM) toy line will launch in fall 2006.

"First CBC and The Disney Channel, then Mattel -- clearly THE DOODLEBOPS(TM) are attracting the best possible partners in entertainment and licensing, and we couldn't be more excited," said Toper Taylor, President and COO for Cookie Jar Entertainment. "Mattel has demonstrated a deep commitment to this burgeoning brand, and we look forward to working together to build THE DOODLEBOPS(TM) into a powerhouse children's property."

"Mattel's toy line will incorporate all of the key character traits that makes THE DOODLEBOPS a hit with today's kids, including colorful characters, comedic storylines, and that 'get up off your seat' energy," said Tim Kilpin, senior vice president, marketing, Mattel. "THE DOODLEBOPS(TM) are already a proven ratings winner on Playhouse Disney and in Canada on CBC, and are poised for success as a major new toy brand."

In addition to Mattel's THE DOODLEBOPS(TM) toys, a complete line of THE DOODLEBOPS consumer products -- including DVDs, music CDs, books, apparel & accessories, domestics and more -- will hit the market in the second half of 2006.

Making its U.S. debut in April 2005 on Playhouse Disney, where it airs twice daily Monday-Friday (7:30 a.m. and 11:00 a.m.), THE DOODLEBOPS(TM) combines music and dancing with lots of fun stories to help preschoolers strengthen their self-confidence, in addition to encouraging physical movement. At the same time THE DOODLEBOPS(TM) reinforces significant pro-social values, such as cooperation, teamwork, trying one's best, and facing fears -- all conveyed in the fast and fun Doodlebops style by the show's three candy-colored, cartoon-like characters, Rooney Doodle(TM), Moe Doodle(TM), and Deedee Doodle(TM).

The show's comedic storylines are punctuated by the band's rousing performances of original songs, while characters invite preschool-age viewers to sing and dance along. Each episode culminates with a Doodlebops concert scene. Scenarios include The Doodlebops learning to get along after a magazine editor chooses only one of them to be on its cover; Rooney discovering the importance of practicing to learn to play his new invention, the Honkophone; Moe conquering stage fright before his big solo number; and Deedee learning to overcome her need to boss others around. Other characters featured in the series are Bus Driver Bob(TM), a puppet character named Mudge the Cat(TM), and Mazz(TM), the manager of the band.

Michael Hirsh ("Rolie Polie Olie") is the co-creator and executive producer. Jamie Waese is the producer/director. Carl Lenox is the co-creator and musical director.

About Cookie Jar Group

Cookie Jar Group develops, produces, distributes, and markets quality products to children, their caregivers, parents, and teachers. Cookie Jar Group's products reflect its commitment to providing the best in children's published content, animated and live action programming, and innovative educational and entertainment-driven products worldwide. The group of companies consists of Cookie Jar Entertainment Inc. and Cookie Jar Education Inc., along with a 20% interest in Teletoon Canada Inc., Canada's only all animation broadcaster.

Cookie Jar Entertainment Inc., Cookie Jar Group's entertainment operation, is a leading, global, independent producer, marketing and brand manager of such renowned children's properties as "Arthur(TM)", "Gerald McBoing Boing(TM), "The Doodlebops(TM)" "Postcards from Buster(TM)" and "Caillou®." Combining globally-renowned intellectual properties with an industry-recognized management, Cookie Jar Entertainment Inc. is a market-driven, brand building company that is committed first and foremost to children, and is also dedicated to the development and production of quality programming that embraces the whole child, with animated and live-action series that entertain, inspire, and enlighten children and family audiences worldwide.

About Mattel

Mattel, Inc., (NYSE:MAT - News; 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 (www.fisher-price.com), 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 worldwide. The Mattel vision is to be the world's premier toy brands -- today and tomorrow. MATTEL, BARBIE and associated trademarks and trade dress are owned by Mattel, Inc. © 2005 Mattel, Inc. All Rights Reserved.

SSA Public Relations (For Cookie Jar Entertainment)
Steve Syatt (818) 501 - 0700

Mattel
Tami Cole (310) 252 - 4374

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