“Smallville” duo to write “Monster High” film

LOS ANGELES (Hollywood Reporter) – The creators of “Smallville” are switching their milieu from superheroes and the male demo to monsters, musicals and tween girls.

Film

Alfred Gough and Miles Millar, whose writing credits also include the movies “Shanghai Noon” and “Spider-Man 2,” are coming aboard to script Universal’s “Monster High,” based on a new Mattel property.

The monster musical is set at “frighteningly fashionable” Monster High and features the spawn of famous monsters including Dracula, Frankenstein and the Wolfman undergoing the perils of high school.

After years of making toys based on other companies’ properties or movies, Mattel this summer is launching its first in-house brand created from scratch, pushing “Monster” through a combination of books, webisodes, animation as well as toys, apparel and accessories. And no entertainment line today can be complete without the all-but-inevitable live-action movie.

The picture is bringing a musical approach to a tone that will be part “Beetlejuice” and part “The Addams Family.”

On the surface, Gough and Millar seem an odd choice for the material. They broke into the film business with “Lethal Weapon 4,” the 1998 installment of the Mel Gibson franchise, establishing themselves as writers of action with a comedic flair. In addition to acting as showrunners on “Smallville,” they wrote “Shanghai Noon,” “Shanghai Knights,” “The Mummy: Tomb of the Dragon Emperor” and “I Am Number Four,” an adaptation of James Frey and Jobie Hughes’ young-adult novel that is in preproduction at DreamWorks.

But the writers recently have been more in touch with their feminine side. They produced last year’s “Hannah Montana: The Movie,” which sang its way to almost $80 million at the domestic box office, and are developing and writing a television pilot for a revamp of “Charlie’s Angels.”

Mattel Brands Showcases Best-in-Class Partnerships across an Industry-Leading Portfolio of Boys and Girls Brands at 2010 Licensing International Show

New Girls Franchise “Monster High” is Unveiled with Key Partnerships across
Multiple Categories including Apparel & Accessories, Publishing, Live-Action
Entertainment and More
LAS VEGAS–(Business Wire)–
Today at the 2010 Licensing International Show, Mattel, Inc., the world`s
leading toy company, unveils its multi-category line-up of best-in-class
partners with new apparel and footwear alliances, as well as global personal
care collections, products that inspire an active lifestyle and original branded
play experiences for boys and girls of all ages.

For the first time in company history, Mattel will roll out a new intellectual
property, Monster High, across a number of diverse consumer products categories
simultaneously. This new franchise targeting teen and tween girls brings
together the hip teenage descendants of the world`s most famous monsters to
brave the trials and tribulations of high school. Monster High reaches girls via
multiple touch points through strategic partnerships year-one with Little, Brown
Books for Young Readers, best-selling author Lisi Harrison, Universal Pictures,
Justice® and Party City.

“Mattel is a leader in providing meaningful brand experiences that translate
into innovative and successful cross-brand partnerships,” said Neil Friedman,
President, Mattel Brands. “Our ability to secure best-in-class category experts
to introduce teens and tween to the Monster High property is a testament to our
brand management expertise and reinforces our long-standing legacy as one of the
world`s premier licensing partners.”

Across its larger portfolio of entertainment brands, Mattel also continues its
strategic licensing agreements with licensors of many popular kids` properties,
including Disney, Warner Bros., World Wrestling Entertainment® and HIT
Entertainment.

In 2010, Mattel Brands announces licensing agreements with new partners
including:

Publishing

* Little, Brown Books for Young Readers: Fitting in is out and freaky is about
to get fabulous! Mattel and Little, Brown Books for Young Readers have entered
into a multi-year, multi-book global partnership to publish a series of books
written by #1 New York Times best-selling young adult author Lisi Harrison. Best
known for her hit tween series “The Clique” and “Alphas,” Harrison will release
one to two books each year. Monster High, the first book in the series, goes on
sale September 2010.

Apparel, Footwear and Accessories

* SKECHERS: It’s easy to complete the perfect head-to-toe look in a pair of
fashionable new Barbie by SKECHERS footwear. The collection infuses iconic
Barbie imagery with high-quality SKECHERS designs that girls love. From an
assortment of nine different styles, girls can find their favorite trendy fleece
boots, athletic sneakers, Mary Janes, wedges and more! (available Fall/Winter
2010)
* Harveys Original Seatbeltbags: Barbie introduces a new partnership with
Harveys Original Seatbeltbags. This line of seatbeltbags combines Harveys
signature seatbelt design with iconic Barbie style. Available at department
stores and specialty boutiques nationwide as well as Harveys retail stores and
seatbeltbags.com. (available 2011)
* Fast Forward: Boys will race back to school with a new line of Hot Wheels bags
and backpacks.Featuringmotion-patented technology with light-up features, boys
will look forward to the first day of school. (available Fall 2010)
* C-Life: Hot Wheels and C-Life keep men in style with a new line of vintage
t-shirts. The line features the iconic images, colors and designs which Hot
Wheels is known. (available now)
* Dr. Scholl`s: Barbie and Original Dr. Scholl`s – join forces to offer a
limited edition collection of 5 original exercise sandals featuring iconic
Barbie images. (available now)
* Justice: Mattel joins forces with Justice, the largest premier tween specialty
retailer in the world, to launch a full line of back-to-school apparel for
tweens. Justice has developed an edgy cool line of clothing featuring Monster
High`s signature Skullette on tops, bottoms, sleepwear, cosmetics and
accessories. In addition, Justice will support an integrated marketing campaign
featuring Monster High webisodes on the Tween Network in-store media screens,
brand ads, and products in the Justice catazine and on the company`s website.
(available July 2010)
* High IntenCity: Mattel and High IntenCity team up for the first time ever to
introduce a line of drop dead gorgeous jewelry & hair accessories inspired by
Monster High. High IntenCity, a leader in the girls` accessories industry, has
designed accessory items that mix Monster High`s signature Skullette and edgy
style with softer lace, bow and charm accents. (available Fall 2010)
* Accessory Innovations: Accessory Innovations,a recognized leader in the
accessories industry,has partnered with Mattel on their new scary cool Monster
High franchise.Accessory Innovationswill offer a complete collection of tween
fashion handbags.The handbag line, designed to play up the monster chic style
uniquely distinct to the Monster High brand, includes clutches, totes, messenger
and cross body bags. (available Fall 2010)
* Ashko Group: Mattel and Ashko have come together to introduce a new line of
Monster High inspired hosiery and fashion footwear for tween girls. The
collection includes everything from socks, knee highs and leg warmers to
sandals, jellies and flip flops, giving girls a variety of ways to show off
their killer style. (available Fall 2010)
* ACI International: Continuing a successful long standing partnership, Mattel
and ACI International have come together once again to create Monster High
slippers for tween Girls. Girls can choose from two unique styles, each
featuring the brand`s signature Skullette icon. (available this Fall 2010)

Outdoor Play/Sporting Goods

* Accu-Length: Barbie and Hot Wheels team up with Accu-Length to offer the
ultimate golf collection for “growing” girls and boys. Utilizing innovative,
patented “spacer” technology, Accu-Length clubs make it fun and easy for kids to
experience the game of golf. The Barbie pink-inspired collection speaks to the
active fashionista in each of us. Fathers and sons can spend time together with
the Hot Wheels line, bringing speed, power and performance to golf. (available
August 2010)
* Dynacraft: Encouraging girls to be active, Barbie partners with Dynacraft to
offer a fun and fabulous line of sporting goods for scooting and riding in
style. Barbie Bikes and scooters available this summer provides a new fun way to
play outdoors. Barbie Bikes and scooters also come with a mini (Barbie-sized)
version so girls can take Barbie dolls along for the ride. (available now)

Party Planning/Gifting

* becker & mayer! Books: In celebration of the 50th birthday of Ken, Barbie and
becker & mayer! Books present the Ken 50th anniversary book I ♥Ken: My Life as
the Ultimate Boyfriend. This humorous book is written from the perspective of
Ken and provides insider details on his 50 year on-and-off relationship with
Barbie and tips on how to be the `ultimate` boyfriend for every occasion.
(available March 2011)
* Evite: This year, boys and girls of all ages can throw the ultimate party and
invite all their family and friends with new Barbie and Hot Wheels themed
invitations from Evite. For birthday boys, Hot Wheels brings cool cars and
flame-inspired graphics to life in two categories; Birthday for Kids and
Birthday for Adults. Featuring the very best of Barbie style, these fashionable
Evites are available in four categories; Birthday for Kids, Kids Corner,
BacheloretteParties and Girls Night Out. (available now)
* Vandor: Barbie partners with Vandor to bring a unique collection of gifts and
collectables celebrating the 50th anniversary of Ken. Specialty items vary from
travel mugs to notebooks and key chains. (available January 2011)
* Party City/ Amscan: Halloween will be extra frightastic this year with the
beastly student body of Monster High on the loose. Amscan and Mattel expand
their partnership, beyond their Barbie and Hot Wheels party collections, to
introduce an exclusive line of Monster High costumes for Party City. Tween girls
can bring Frankie Stein, Clawdeen Wolf and Draculaura to life with costumes that
look just like the character, complete with a wig. (available Halloween 2010
exclusively at Party City)

Health / Personal Care

* Nexcare: Hot Wheels and Nexcare bring fast relief for cuts and scrapes with
Hot Wheels waterproof tattoo bandages. Incorporating stylish Hot Wheels designs
ensures that boys of all ages are protected with power and performance.
(available now)
* Dr. Fresh: Hot Wheels expands its partnership with Dr. Fresh to offer a new
light-up timer tooth brush. Educating boys in proper brushing habits, each
toothbrush lights up for 60 seconds when you push on the bottom of the brush.
Featuring a molded Hot Wheels car, brushing your teeth was never this fun.
(available now)
* Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc.: The
world`s premier consumer healthcare company is partnering with the world`s most
iconic doll to encourage healthy habits for girls. This September, the makers of
LISTERINE and REACH will introduce Barbie themed oral care products. This is
just the beginning of a partnership that will make good oral care more fun and
fashionable than ever before. (available September 2010)

Electronics

* Digital Blue: Barbie has partnered with Digital Blue to bring style to
consumer electronics. The new line is designed for girls ages 4-7 years old and
includes a portable boom box with CD player, alarm clock radio, Karaoke Machine
and a Sing A Long player. Audio devices have never looked so fabulous.
(available in Fall 2010 with more items to launch in Spring of 2011)

Toys

* Neat-Oh:Hot Wheels teams up with Neat-Oh to introduce a new lineof portable
play experiences — Hot Wheels ZipBin Products. Hot Wheels. ZipBin Products
transform from play mats to carrying cases, giving kids a fun and convenient way
to play with and store their Hot Wheels cars. (available June 2010)
* Russ Berrie: Girls can now play with Barbie doll and her pets through a new
partnership with Russ Berrie. Introducing Sequin Blissa, and Lacey — three
lovable, huggable plush animals which come with their own assortment of fashions
and stylish carriers. Girls will now be able to carry their animal friends
around just like Barbie. (available Fall 2010)
* Enterplay: Game on! Hot Wheels and Enterplay offer a fun and exciting
collection of trading cards and fast-paced games. The Hot Wheels Trading Card
Game and the FunTracks Card Game feature fun facts and fan trivia, perfect for
collecting. And with FunTats Decals, you can customize yourself, your car, or
just about anything! (available now)

Food

* U & Me Marketing: Hot Wheels teams up withU & Me to introduce a first-ever
juice pouch beverage. Featuring 100% natural flavored juice and Hot Wheels
imagery, boys are able to race to the finish line like never before. (available
September 2010)

About Mattel, Inc.

Mattel, Inc., (NASDAQ: MAT) (www.mattel.com) is the worldwide leader in the
design, manufacture and marketing of toys and family products. The Mattel family
is comprised of such best-selling brands as Barbie, the most popular fashion
doll ever introduced, Hot Wheels, Matchbox, American Girl, Radica and Tyco R/C,
as well as Fisher-Price brands, including Little People, Power Wheels and a wide
array of entertainment-inspired toy lines. In 2010, Mattel was named as one of
FORTUNE Magazine’s “100 Best Companies to Work For” for the third year in a row,
and was ranked among Corporate Responsibility Magazine`s “100 Best Corporate
Citizens.” Mattel also is recognized among the “World’s Most Ethical Companies.”
With worldwide headquarters in El Segundo, Calif., Mattel employs approximately
27,000 people in 43 countries and territories and sells products in more than
150 nations. At Mattel, we are “Creating the Future of Play.”

BARBIE, HOT WHEELS, MONSTER HIGH and associated trademarks and trade dress are
owned by, and used under license from, Mattel, Inc. © 2010 Mattel, Inc. All
Rights Reserved.

From June 8- June 10, Mattel executives will be in Las Vegas attending the
Licensing International Show, media interested in meeting with Mattel can
contact Rachel Cooper at rachel.cooper@mattel.com or (310) 426-4413

© Disney
TM & © WWE, Inc.

MAT-CORP

Mattel, Inc.
Michelle Chidoni
310-903-3412
Michelle.Chidoni@mattel.com
or
Rachel Cooper
310-426-4413
Rachel.Cooper@mattel.com

Copyright Business Wire 2010