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Mattel and EMAP Petersen sign licensing deal

Published on .

EMAP Petersen, Los Angeles, publishers of Hot Rod and Motor Trend, signed a licensing agreement with toymaker Mattel. The multi-year deal allows Mattell to market co-branded products under the Hot Rod/Hot Wheels and Motor Trend/Matchbox brands. Planned products for '99 include kid-targeted die cast vehicles and playsets as well as adult collectible die-cast vehicles. Teen, another title published by EMAP Petersen, is the inspiration for another Mattel-produced product planned for this year: Teen Ms. Quiz, a hand held electronic game.

Copyright March 1999, Crain Communications Inc.

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