From DVD Players to Alarm Clock Radios, Barbie™ Adds a Shade of Pink to the Electronics Aisle

Mattel and Emerson Radio Corp. announced today a new licensing partnership. Under the license agreement, Emerson Radio Corp. (Emerson)

Sponge Bob by Emerson

Mattel and Emerson will launch the new line at the International Consumer Electronics Show in January 2007. The line will include the Tune Blossom™ personal CD player, the Hour Garden™ talking alarm clock with nightlight, the Bloombox™ portable CD player and a 13" television with digital tuner and a matching DVD player.

"This partnership is yet another testament to Mattel and the Barbie brand's promise of continuing to expand our portfolio with best-in-class partners and licensing programs," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide for Mattel. "As the creator of the world's premier toy brands, it's our goal to deliver the unique Mattel play experience to everything that we touch, and with Emerson, we've designed Barbie electronics products that create magical fun moments in girls' everyday living."

"We are pleased to partner with Mattel to bring to market a fashionable new electronics line for Mattel's hugely successful Barbie brand," stated Robert Bandel, Senior Vice President of Sales, Emerson Radio Consumer Products. "This partnership with Mattel combines the overwhelming popularity and appeal of the Barbie brand with Emerson's vast experience and reputation for quality in the consumer electronics marketplace. Together we have created an exciting line of high-quality, kid-friendly products which embrace the vitality of the Barbie lifestyle," he added.

Emerson Radio's expertise in consumer electronics ensures exceptional quality and the latest features, partnered with Mattel's infusion of play and fun. The new product line designed for girls ages 4-8 years old will include beautifully sculpted, kid-friendly designs featuring Barbie™ pink style, as well as unique play features appealing to both parents and children alike.

Additionally, items include a "gemstone" fun button that reveals special surprises featuring unique Barbie-themed play experiences that girls will adore; the Bloombox™ gemstone activates a color-changing Barbie™ silhouette, the Tune Blossom™ switches on the equalizer functions for pop, rock and surround sound, and the Hour Garden™ gemstone activates a Barbie™ sound chip.