PROFILING AMERICA'S BIGGEST AD SPENDERS;#54 MATTEL INC.

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U.S. AD SPENDING ($ in thousands)By media19941993% chg

Magazine14,611By top brand19941993% chg

Mattel toys 126,323

SALES & EARNINGS ($ in millions)Worldwide19941993% chg

Sales2,564U.S.19941993% chg

Sales2,316HEADQUARTERS

Mattel Inc./333 Continental Blvd./El Segundo, Calif. 90245-5012/Phone: (310) 252-2000.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: Jim Eskridge, grp pres-US, Mattel & Fisher-Price; Diana Troup, gm-exec vp, ww Barbie; Tim Kilpin, gm-sr vp, Disney/Large & Small Dolls; Matt Bousquette, gm-sr vp, Wheels/Action/Activity/Sports; Rick DeHerder, sr vp-sls & mktg support; Rick Dellacquilla, vp-adv svcs; Sujata Luther, vp-ww cons rsch; Karen Stewart, pr dir.

Barbie, large dolls, small dolls, plush, Disney classics: Ogilvy & Mather, Los Angeles. Noah Manduke, vp-mgmt super.

Hot Wheels, male action, See'n Say, activity toys & games, Sports, large dolls, Disney preschool: Foote, Cone & Belding, Los Angeles. Thom Miller, sr vp.

Cabbage Patch Kids: Deutsch, New York. Valerie DiFebo, sr vp-mgmt super.

FISHER-PRICE: 636 Girard Ave./East Aurora, N.Y. 14052/Phone: (716) 687-3000. Byron Davis, pres-toys; Jerry Perez, vp-mktg, toys; Lisa MacPherson, vp-mktg svcs.

Power Wheels electronic toys: Waring & LaRosa, New York. Dick Upson, exec vp-acct mgmt; Bob Murphy, sr vp.

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