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Mattel into multimedia

Published on .

Mattel has established Mattel Media to create new children's products for multimedia software and coin-operated products. The new products will be cross-promoted and sold with the corresponding toy lines. Brand advertising will be expanded to cover the full range of products. Mattel, El Segundo, Calif., markets Barbie, Fisher-Price, Hot Wheels, See 'n Say, Polly Pocket and Cabbage Patch Kids toy brands. The company did not identify its initial products, but said it planned 15 items for the fourth quarter, with the girls' software market to be the key focus.

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