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Mattel Increases 2004 Annual Dividend

    EL SEGUNDO, Calif., Nov. 18 /PRNewswire-FirstCall/ -- Mattel, Inc.
(NYSE: MAT) announced today that the Mattel Board of Directors has approved an
increase in the company's common stock annual dividend for 2004 to
forty-five cents per share.  The previous annual dividend rate was forty cents
per share.  The dividend is payable on December 17, 2004, to shareholders of
record on December 3, 2004.
    "By increasing the cash dividend, the Mattel Board of Directors has
demonstrated its commitment to returning funds to shareholders," said Robert
A. Eckert, chairman and CEO of Mattel.  "The company plans to continue
utilizing a disciplined and opportunistic approach to capital deployment in an
effort to maximize value for our shareholders."

    About Mattel
    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(R), the most popular fashion doll ever created.  The Mattel family also
is comprised of such best-selling brands as Hot Wheels(R), Matchbox(R),
American Girl(R), and Tyco(R) R/C, as well as Fisher-Price brands
(http://www.fisher-price.com), including Little People(R), Rescue Heroes(R), Power
Wheels(R) and a wide array of entertainment-inspired toy lines.  With
worldwide headquarters in El Segundo, Calif., Mattel employs more than
25,000 people in 36 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.

    Note:  Forward-looking statements with respect to the financial condition,
results of operations and business of the company are subject to certain risks
and uncertainties that could cause actual results to differ materially from
those set forth in such statements.  These include without limitation: the
company's dependence on the timely development, manufacture, introduction and
customer acceptance of new products; the seasonality of the toy business;
customer concentration and pricing; significant changes in buying and payment
patterns of major customers, including as a result of bankruptcy; adverse
changes in general economic conditions in the U.S. and internationally,
including adverse changes in the retail environment, employment and the stock
market; order predictability and supply chain management; the impact of
competition, including from private label toys, on revenues and margins; the
supply and cost of raw materials (including oil and resin prices), components,
employee benefits and various services; the effect of currency exchange rate
fluctuations on reportable income; risks associated with acquisitions and
mergers; the possibility of product recalls and related costs; risks
associated with foreign operations; negative results of litigation,
governmental proceedings or environmental matters; possible work stoppages,
slowdowns or strikes; possible outbreaks of SARS or other diseases; political
developments and the threat or occurrence of war or terrorist acts; the
possibility of catastrophic events; the inherent risk of new initiatives and
other risks and uncertainties as may be detailed from time to time in the
company's public announcements and SEC filings.  This release includes
forward-looking statements about returns of funds to shareholders, the
decision-making process regarding capital deployment and maximizing value for
shareholders.  Mattel does not update forward-looking statements and expressly
disclaims any obligation to do so.


SOURCE Mattel, Inc.




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Related links:
  • http://www.mattel.com
  • http://www.fisher-price.com
    Company News On-Call:
  • http://www.prnewswire.com/comp/540363.html
    CONTACT:
    Lisa Marie Bongiovanni, +1-310-252-3524,
    LisaMarie.Bongiovanni@mattel.com, or Securities Analysts, Dianne
    Douglas, +1-310-252-2703, Dianne.Douglas@mattel.com, both of
    Mattel, Inc.