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Mattel Entertainment's Portfolio Of Action-Packed Brands For 06

DC Comics: Jay Cochran - 2006.02.19

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Mattel Entertainment’s portfolio of action-packed brands based on television properties such as The Batman™, Yu-Gi-Oh!™ and Justice League™ continue to resonate with boys and collectors alike. This year a few of these perennial favorites return with a twist.

For 2006, The Batman is equipped with all-new EXP™, Extreme Power, to take on a new breed of criminal, while Yu-Gi-Oh!™ showcases an all-new look and storyline to inspire an new generation of Yu-Gi-Oh!™ fans with Yu-Gi-Oh!™ GX. Mattel’s action figures and playsets reflect these changes so that kids can play out their favorite scenes from the new animation.

New to the Mattel lineup is Shonen Jump’s Naruto™. One of the most popular anime and manga series of all-time in Japan, this U.S. version of the cartoon series is already a ratings winner on Cartoon Network. Naruto™ is the story of a misfit ninja, Naruto™, as he strives to become the top ninja in his village. From the 12-Inch Shinobi Warrior figure and Naruto™ headbands that kids can wear to the Chakra Challenge, this deep toy line features figures and accessories that reflect the essence of this rich story born out of Japanese culture.

Joining Naruto™ is the One Piece™ toy line, which plays up the whimsical attributes of its storyline and characters. For instance, after eating the Cursed Gum Gum fruit, Monkey D. Luffy™ gains the ability to stretch; the Tug Me Mug Luffy™ Head stretches, too. Made soft, stretchable plastic that kids are able to twist into a number of different expressions, each tug on Luffy’s face activates humorous stretching sound

The Batman™ EXP™: Extreme Power

The criminals of Gotham City™ are bigger, stronger and faster. Now, Batman™ must rely on EXP™, Extreme Power, to charge up, withstand and take on Gotham City’s new breed of ultra powerful villains. Mattel’s line of The Batman™ EXP™ figures and accessories each come with Power Keys that unlock special features built into the toys.

Starting Feb. 20, 2006, kids will have two ways to celebrate the new “power” of Batman. With the purchase of the new EXP Batmobile and one The Batman basic figure, kids can get an exclusive Batman Power Key Kit. The kit helps kids create their very own Batman-themed play area at home. Additionally starting March 1, 2006, kids can visit www.BatmanEXP.com to virtually design their own Batman bedroom and enter for a chance to win one of two Batman Bedroom Makeovers valued each at $2,500.
The Batman Basic Figure Assortment: Inspired by the new animation, the new The Batman basic figure line features 35 figures for 2006. The assortment features Batman in different suits with favorite villains including Riddler™, Catwoman™, Mr. Freeze™ and Anti-Freeze™ figures.
MSRP: $6.99 Age: 4+ Available: Now

The Batman Magnet Lok Assortment: These seven-inch figures come equipped with magnets that let kids transform and customize them for battle. The new assortment features six figures.
MSRP: $11.99 Age: 4+ Available: Now

The Batman Electronic Figure Assortment: The Electronic Figure assortment includes eight, eight-inch figures that feature electronic accessories that allow kids to be a crime fighter just like Batman. The assortment requires three “AG13” batteries, included.
MSRP: $14.99 Age: 4+ Available: Now

The Batman Figure & Vehicle Assortment: These cool The Batman-inspired vehicles each come with a dedicated figure that allows kids to play out their favorite cartoon scenes.
MSRP: $9.99 Age: 4+ Available: Now

The Batman 10-Inch Jumbo Figure Assortment: The assortment features four 10-inch figures that really bring Batman and his enemies “to life.”
MSRP: $9.99 Age: 4+ Available: Now

The Batman Gadget Figure Assortment: This assortment includes six cool accessories that allow kids to fight crime the way their TV hero does, including a Batman launch and a Batarang that reveals a mini-cycle.
MSRP: $9.99 Age: 4+ Available: Now

The Batman Power Key Playset: Inspired by the Batcave in the show, the Power Key playset comes with a Batman figure and accessories, including a weapons launcher. The Power Key unlocks the special features built into the Batcave. The playset is packed in a portable power key playcase.
MSRP: $14.99 Age: 4+ Available: August 2006

The Batman Ultra Blast Batman Figure: This is the most powerful Batman ever. At 15 inches tall, the Ultra Blast Batman comes with a kid-sized Ultra Blaster, which launches three missiles up to 30 feet.
MSRP: $29.99 Age: 4+ Available: July 2006

The Batman Batmobile™ Vehicle: Inspired by the new animation of the The Batman television series, the new EXP™ Batmobile features new styling, all new shiny chrome and comes with lights and sounds. Requires three “AG13” batteries, included.
MSRP: $19.99 Age: 4+ Available: Now DC Superheroes™

Heroes old and new band together to battle alien invasions, powerful sorcerers, vast shadowy conspiracies and even ancient gods in Justice League Unlimited, the hit TV show on Cartoon Network inspired by the Classic DC Comics stories. DC Superheroes™ is the only figure line to offer the entire world of Batman™ and Superman™ in one brand.

DC Heroes 4 ¾-Inch Singles Assortment: Based on the hit TV show Justice League Unlimited, and new for 2006, the 4 ¾-inch Singles assortment features 18 figures including Supergirl™, Elongated Man™, Wildcate™, Batman, Wonder Woman™ and Steel™ figures.
MSRP: $4.99 Age: 4+ Available: Now

DC Heroes Justice League Three-Pack Assortment: The assortment features 36 figures including Justice Lords™, Green Lantern Corps™ and other figure combinations based on episodes of the Justice League Unlimited series.
MSRP: $9.99 Age: 4+ Available: Now

DC Heroes Six-Inch Figure with Comic Assortment: The assortment features 20 highly detailed and poseable figures including Batman, Superman, Batgirl™, Darkseid™, Bizaro™, Lex Luthor™, Two-Face™, Mr. Freeze™, and Doomsday™.
MSRP: $7.99 Age: 4+ Available: Now


Shonen Jump’s Naruto™ is based on the popular Cartoon Network series and Japanese manga of the same name. The Naruto anime series centers itself around The Hidden Leaf Village’s number one misfit ninja, Uzumaki Naruto™. His dream is to become the Hokage, the number one ninja in the village.

The story began a dozen years prior when a Nine Tailed Fox terrorized the village and killed many brave shinobi, before the 4th Hokage sealed it inside the belly of a new born child, Naruto. Instead of hailing him as a hero, the villagers see Naruto™ as the embodiment of the demon and treat him as an outcast. In order to gain the recognition and respect of the village, Naruto™ strives to become the Hokage. Accompanying Naruto™ on his journey and adventures are his rival the talented and tormented Uchida Sasuke, his crush the brainy Haruno Sakura, and his Sensei the legendary Hakate Kakashi.

Naruto™ and his ninja academy cadets must master their own signature attacks and skills. These unique ninja skills are powered by an internal energy, chakra, which is generated within the body by the combination of two elements: physical energy that comes from the body’s cells and spiritual energy that is gained through training and meditation. Special hand signs, also known as seals, convert Chakra into specific Jutsu, allowing Naruto™ to clone himself, Sasuke to breathe fire, Sakura to walk up trees, and Kakashi to copy his enemy’s techniques.

Naruto™ Eight-Inch Action Figure Assortment: The first wave of eight-inch sculpts include Naruto™, Sasuke™ and Rock Lee™ from the hit Cartoon Network anime and Viz Entertainment manga. Each character comes with a chakra power base and three distinct poses.
MSRP: $14.99 Age: 4+ Available: July 2006

Naruto™ Training Deluxe Figure Assortment: Naruto™ and his ninja academy classmates must train hard to become ninjas. The deluxe training figures feature the signature moves of each of the show’s heroes. Each figure comes with an action scene from the anime.
MSRP: $9.99 Age: 4+ Available: July 2006

Naruto™ Battling Basic Figure Assortment: Naruto™ battling basic figures allow fans to collect all their favorite characters from one of the hottest new anime of the year. The 4¾-inch figures come with ninja weapons that really fire.
MSRP: $6.99 Age: 4+ Available: July 2006

Naruto™ 12-Inch Shinobi Warrior™ Figure Assortment: The 12-inch Shinobi Warrior™ is the ultimate figure in the Naruto™ line. They are highly articulated and perform ninja kicks and punches with electronic battle sounds. Kids can choose from Naruto™ or Sasuke™.
MSRP: $19.99 Age: 4+ Available: July 2006

Naruto™ Headband Assortment: The headband features the image of the symbol of a ninja academy graduate. For first-year students, the symbol is of the Village Hidden in the Leaves, home to Naruto™ and his friends. The headband is made of blue cloth with a metallic symbol plate that kids can wear, just as Naruto ™does, to show their allegiance.
MSRP: $7.99 Age: 4+ Available: July 2006

Naruto™ Stealth Skillz: No ninja is ready for combat without his arsenal of hidden weapons. Naruto™ Stealth Skillz include two weapon launching gauntlets. The left gauntlet fires six shuriken disks and the right gauntlet propels three kunai darts.
MSRP: $14.99 Age: 6+ Available: August 2006

Naruto™ Chakra Challenge: Every young ninja needs to hone his skills through intensive training. Under the tutelage of sensei Kakashi™ the Chakra Challenge allows kids to master dozens of hand seals. The hand seals are the key to molding chakra and performing intense ninja moves. The Chakra Challenge base reacts to the movements of the included wireless gloves. Chakra disks are launched when hand seals are performed correctly in the proper sequence – but if the young ninja makes an error, the base will fire chakra disks at the player. Once the final level has been completed the base will erupt with the ultimate chakra barrage. The Chakra Challenge features a sound chip with the voice of talent from the TV show to enhance the Naruto™ experience for kids.
MSRP: $ 29.99 Age: 6+ Available: September 2006

One Piece™

There once was a man named Gold Roger who was King of the Pirates. He had fame, power and great wealth. Before he was hung from the gallows, he said the following words: “My fortune is yours for the taking… but you’ll have to find it. I left everything I own in One Piece.” Ever since, pirates from all around the world have set sail searching for One Piece. The One Piece story follows Monkey D. Luffy™ in his search for the legendary treasure and to become the King of Pirates.

One Piece™ Tug Me Mug Luffy™ Head: Luffy’s greatest power is his ability to stretch and contort his body for the ultimate in absurd fighting -- and this toy allows boys to bring that humor “to life.” With a face made of soft, stretchable plastic, kids are able to twist Luffy™ into a number of different expressions. Each tug on Luffy’s face activates stretching sound effects to enhance the play. The toy requires three “AG13” batteries, included
MSRP: $19.99 Age: 4+ Available: August 2006

One Piece™ Luffy™ Hand: This oversized Luffy™ hand captures his elongated battling style. With the pull of a trigger the spring loaded hand extends more than two feet in distance.
MSRP: $19.99 Age: 4+ Available: August 2006

One Piece™ Action Attack Figures: The Action Attack figures, inspired by the highly rated TV show, bring the uniquely absurd battling skills of One Piece™ characters “to life.” The assortment features six figures with character-specific battling moves including Zolo Roronoa™, Gum Gum Luffy™, Krazy Kick Sanji™, Cuttin Claws Kuro™ and Sword Flip Zolo Roronoa™ figures.
MSRP: $6.99 Age: 4+ Available: Now

One Piece™ Pi-Ripz™ Figures: This One Piece™ figure assortment includes Pi-Ripz™ Luffy™, Pi-Ripz™ Don Kreig™, Pi-Ripz™ Sanji™, and Pi-Ripz™ Roronoa Zolo™ figures. Each figure features ripcord-battling action and comes with a DVD with great scenes from the One Piece™ cartoon series.
MSRP: $12.99 Age: 4+ Available: Now

One Piece™ Super Elasti Luffy™ Figure: The Super Elasti Luffy™ figure stands 13 inches tall and features awesome, stretching arms and legs so that kids can play out all of their favorite Luffy™ scenes from the cartoon. Requires three button cell batteries, included.
MSRP: $19.99 Age: 4+ Available: Now

One Piece™ Ka-Boom Cannon™: The KaBoom Cannon™ allows kids to launch “cannon balls” and recreate all of the One Piece™ open seas battling adventures from their favorite pirate cartoon, One Piece™. Comes with a dedicated Luffy™ figure.
MSRP: $14.99 Age: 4+ Available: August

One Piece™ Triple Slash™ Roronoa™ Zolo Figure: Kids can recreate the awesome sword fighting style of their favorite three-swordsman Roronoa Zolo™ from the hit show One Piece™. The figure comes with three swords and includes electronic sounds and a strap so that kids can hold a sword on their hip. Each requires three “AG13” batteries, included.
MSRP: $19.99 Age: 4+ Available: Now

Zatch Bell!™

Every 1,000 years, 100 mamodo descend upon Earth to battle each other to become the king of the mamodo world. Inspired by the popular Cartoon Network animated show, collectible card game, video game and manga, the story of Zatch Bell!™ follows a mamodo child, Zatch, and his human partner/friend, Kiyo, as they defend themselves using spells in their spell book against relentless ambushes of mamodo-king wanna-be’s.

Zatch Bell!™ Two-Inch Figure Assortment: These two-inch mamodo two packs capture the dynamic battling action seen in the popular Cartoon Network animated show. Each figure combo features popular and powerful mamodo as they battle to win the title of mamodo king. Collectible figures also available in five-packs, sold seperately.
MSRP: $3.99 Age: 4+ Available: June 2006

Zatch Bell!™ Basic Figure Assortment: Featuring the most prominent mamodo characters in the Zatch Bell™ world, these 5½ -inch figures each come with projectile firing action so that kids can launch the signature mamodo spells from the show. Each figure pack includes three different projectiles to add to the battling action.
MSRP: $5.99 Age: 4+ Available: July 2006

Zatch Bell!™ Mamoda Two-Inch Gift Pack Assortment: These two-inch mamodo figures are exact replicas from the popular animated show and battling card game, a perfect way to begin or add to kids’ Zatch Bell!™ collection. Each five-figure set includes one Zatch Bell™ figure, and every mamodo comes with its own spellbook for the exciting battle to become mamodo king.
MSRP: $7.99 Age: 4+ Available: March 2006

Zatch Bell!™ Plush Mamoda: These soft touch figures can re-create exciting battles from the animated series and battling card game. Kids can choose from Zatch Bell!™ or Brago™ – the two frontrunners in the race to become mamodo king. Each sold separately.
MSRP: $9.99 Age: 4+ Available: June 2006

Zatch Bell!™ 12-Inch Kiyo & Zatch Roto Figures with DVD: Now kids can have articulated Kiyo™ and Zatch Bell!™ figures as companions to their favorite animated show and card game battles. The 12-inch Kiyo™ figure comes with his spellbook. Together with kids, the characters use the spellbook to “activate” powerful spells to become king of the mamodo universe. DVD with Zatch Bell!™ content included
MSRP: $11.99 Age: 4+ Available: April 2006

Zatch Bell!™ Lightning Shooter Zatch™ Figure: In the hit Cartoon Network animated series, Zatch Bell!™, the coolest weapon is the lightning Zatch Bell™ shoots from his mouth. Kids can now bring that moment “to life” with the Zatch Bell™ Lightning Shooter that fires Matty String™ from Zatch Bell’s mouth. Each figure has moving eyes, lights and sounds. Refills of Matty String™ sold separately.
MSRP: $15.99 Age: 4+ Available: April 2006

Yu-Gi-Oh!™ GX

Featuring all-new animation, storylines and characters, the Yu-Gi-Oh! story has been refreshed to appeal to a new generation of fans. Set years in the future, in a land inaccessible to the rest of the world lies the premier dueling high school, Duel Academy, where promising young students are educated in an attempt to become the greatest duelist of all-time.

Yu-Gi-Oh!™ E-Hero Thunder Giant™ Figure: This premium figure from the Yu-Gi-Oh!™ GX line, the Thunder Giant figure is “huge,” at 13 inches tall. With a boosted sound effects feature, the Thunder Giant unleashes a series of powerful thunder sound attacks from the speaker placed in his chest. In each hand, the figure has sculpted translucent lightning bolts. E-Hero Thunder Giant™ requires three “AA” batteries, included
MSRP: $29.99 Age: 4+ Available: July 2006

Yu-Gi-Oh!™ GX Interactive Collectible Figure Assortment: These highly detailed, poseable Yu-Gi-Oh!™ GX duelist and monster figures reenact the action of the hit TV show with fully-extended arm and weapon movement. The assortment includes such figures as E-Hero Wingman™, Chathonian Soldier™, V-Tiger Jet™ and Fire Dragon™.
MSRP: $4.99 Age: 5+ Available: Now

Yu-Gi-Oh!™ GX Battling Figures Assortment: Kids’ favorite Yu-Gi-Oh!™ GX action heroes can transform arms, legs, even armor interchange easily with patented ball-and-socket joints. Kids can create their very own monsters with fully articulated poses. The assortment includes Sparkman™, Clayman™, E-Hero Hedgeman™ and Cyberdragon™ figures.
MSRP: $7.99 Age: 5+ Available: Now

Yu-Gi-Oh!™ GX Fusion Monster Figure: The Yu-Gi-Oh!™ GX Fusion Monster figure features special parts that interchange with the Battling figures. The Fusion Monster figure allows kids to add to their collections as well as build and transform figures for challenging duels.
MSRP: $19.99 Age: 5+ Available: Now

Yu-Gi-Oh!™ GX Zip Attack Assortment: Now kids can launch their favorite Yu-Gi-Oh!™ GX monsters into battle by pulling the zip line, enabling them to duel with friends or practice with the included target. The assortment includes E-Hero Wildman™, E-Hero Sparkman™, E-Hero Wingman™, Terror King Archfield™, Dragon Catapult Cannon™, and Swordman of Death Lithmus™ figures.
MSRP: $9.99 Age: 5+ Available: now

Yu-Gi-Oh!™ GX Dragon Blaster Assortment: The string-spitting Dragon Blaster launcher lets kids have a blast battling friends or foes. The Dragon Blaster character fits over kids’ hands, allowing them to fire off yards and yards of foam string and create cool sound effects. Requires three “AG13” batteries, included.
MSRP: $19.99 Age: 5+ Available: Now

Yu-Gi-Oh!™ GX Academy Duel Disk Accessory: This awesome playing card platform transforms from standby to duel formation, just like in the hit TV show. Each section unfolds to create the Yu-Gi-Oh!™ trading card game battle ground, and features special effects lighting and an electronic display counter for keeping score. Requires three “AG13” batteries, included.
MSRP: $29.99 Age: 8+ Available: Now

Yu-Gi-Oh!™ GX Duel Disk Sling Pack Accessory: This lightweight carrying case makes kids’ Duel Disk™ accessory easily portable with Velcro® straps, plenty of storage for favorite action figures, and a very cool card dispenser.
MSRP: $14.99 Age: 8+ Available: Now

For images of Mattel's products shown at the 2006 International Toy Fair, Click here.

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