BARBIE® BRINGS HER FAMOUS FACE AND ICONIC STYLE TO THE TORONTO FASHION INCUBATOR

For Immediate Release—November 2, 2009 –Toronto

The Toronto Fashion Incubator (TFI) is getting all dolled-up with new event partner Barbie®. As model and muse, Barbie has inspired some of the top names in fashion and will now sponsor the highly anticipated TFI New Labels® Fashion Design Competition. Applications to enter the competition are available online commencing today at www.fashionincubator.com. Canadian women's wear apparel designers with less than three years experience have until November 24, 2009 to enter New Labels®, now in its 17th year. The competition winner will be selected on Saturday, April 24th, 2010 at the ELLE Canada benefit fundraiser for TFI. Guests will be surrounded by the splendour and glory of the 1930’s at the posh Carlu event venue in Toronto, to witness the conclusion of the six-month long design competition.

Barbie has served as model and muse to many of the most world-renowned names in fashion and the arts. She has helped many in the fashion community either identify or play out their dreams, serving as the ultimate canvas for their imaginations. “Our partnership with the Toronto Fashion Incubator further solidifies Barbie’s place in fashion,” says Adriana Gut, Barbie Brand Manager, Mattel Canada. “Her role within the program will celebrate the launch of Barbie Basics, a new line of dolls that invite girls of all ages to customize, personalize, and play based on the timeless fashion classic—the Little Black Dress!”

TFI New Labels® is a national design competition for apparel designers looking to make it in Canada's fashion industry. This year, the challengers will be given the task of creating and presenting 15 looks, in which 3 of them will be little black dresses taken to new extremes and inspired by Barbie. Judged by some of the most influential people in the fashion industry today, the winner will be presented with a $10,000 cash prize provided by Mattel Canada as well as a prize package valued at over $25,000 provided by ELLE Canada.

“We are tickled pink to partner with the makers of the most iconic fashion doll in history,” says Susan Langdon, Executive Director, TFI. “Thanks to Barbie, we are able to significantly increase the value of the New Labels® prize package. With an infusion of capital, one talented designer will have the added resources to produce a marketable collection.”

ABOUT MATTEL
Mattel, Inc., (NASDAQ: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and TycoR/C®, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2009, Mattel is recognized among the "100 Best Corporate Citizens," as one of the "World's Most Ethical Companies" and as one of FORTUNE Magazine’s "100 Best Companies to Work For." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands—today and tomorrow.

ABOUT THE TORONTO FASHION INCUBATOR
The 22-year-old TFI is an innovative and highly valued non?profit organization that plays an essential role in the growth and promotion of Canada’s fashion community. TFI helps budding fashion entrepreneurs develop the creative and professional capacity they need to succeed and evolve in the challenging fashion industry. As the world’s first fashion incubator, TFI has fostered many of Canada’s most celebrated talents including Joeffer Caoc, David Dixon, Todd Lynn and Arthur Mendonça. www.fashionincubator.com

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Mattel PR: Lisa Libin, GCI Group, 416 486 5907, lisa.libin@gcicanada.com
TFI PR: Christine Faulhaber, FAULHABER PR, 416?504?0768, christine@faulhaberpr.com
Toronto Fashion Incubator (TFI): 285 Manitoba Drive, Exhibition Place, Toronto, ON M6K 3C3 416?971?7117, tfi@fashionincubator.com
TFI New Labels® Fashion Design Competition Applications: www.fashionincubator.com
Tickets for the ELLE Canada Benefit Fundraiser for TFI: Available soon at www.elleshow.ca