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Mattel Launches First DVD-Based Board Game at Hollywood Event Benefiting the Elizabeth Glaser Pediatric AIDS Foundation

Submitted by: Mattel, Inc.

Categories: Philanthropy & Corporate Contributions

Posted: Oct 23, 2003 – 12:00 AM EST


Oct. 23 /CSRwire/ - HOLLYWOOD, CA - Mattel Games puts "Entertainment Insiders" to the test today in the ultimate movie trivia competition, the Scene It?™ Hollywood Challenge. Host George Gray (Weakest Link) will be joined by two celebrity teams. Scheduled to appear are Kathy Najimy, Wade Robson (Wade Robson Project), Weird Al Yankovic, Neal McDonough (Boomtown, Band of Brothers), Courtney Peldon (Boston Public), Chris Showerman (George of the Jungle 2), Olivia Wilde (Skin) and Dennis Haskins (Saved by the Bell) who will face-off for one exciting round of Scene It? ™, the worlds first DVD board game. Mattel Games will donate $50,000 on behalf of the winning team to the Elizabeth Glaser Pediatric AIDS Foundation.

"Board games are again becoming the centerpiece of social gatherings, from dorm rooms to celebrity living rooms. Scene It?™, is both hi-tech and social and it incorporates what Americans love most, the movies," said Phil Jackson, vice president, games & puzzles marketing, Mattel. "Hollywood has long been supporters of the Elizabeth Glaser Pediatric AIDS Foundation, so we felt strongly that through Scene It?™ we could help the cause of such an important organization."

"We are thrilled to be partnering with Mattel in the launch of Scene It?™. Partnerships such as this are critical in the fight for the health of our children and we feel fortunate to be the beneficiary of this unique fundraising event at the Hollywood History Museum," said Sherry Vrooman, external events manager, Elizabeth Glaser Pediatric AIDS Foundation. "With more than 2,000 children infected each day with HIV worldwide, there is still much to be done. And while the Foundation realizes the financial benefit this event will bring and we are grateful, it is the children who are the true beneficiaries of Mattel's spirit of giving to make the world a better place for children everywhere."

The Scene It?™ game show will come to life at the Hollywood History Museum at the Historic Max Factor Building with a dramatic display of Hollywood glamour through the ages. Celebrity guests including, Kim Webster spokesperson for the Pediatric AIDS Foundation and cast member of West Wing, Ashley Williams (Good Morning Miami), Kimberly Williams (According to Jim), Dominic Monaghan (Lord of the Rings), Mercedes McNab(Angel), Sam Page (American Dreams), Rachel Boston (American Dreams), Olivia Wilde (Skin), Steven Hill, Trishelle Cannatella and Frank Roessler (MTV's Real World Las Vegas), Katie Doyle (MTV's Road Rules: The Quest), Theo V. (MTV's Road Rules), Kimberly Locke (American Idol 2), Golden Brooks (Imposter, Girlfriends, Time Code), Ada and Arlene Tai (Big Fish) and Christian Monzon (Honey) will be on hand to support the foundation and enjoy an evening of high-tech board games and great movies.

Scene It?™ combines a social and interactive board game with Hollywood trivia and the visual excitement of the fastest growing technology, DVD. It turns a flat board game into a 3-D multimedia match of memory, logic and pop culture knowledge. Competitors will move their way from frame to frame along the film reels of the game board, challenging other players or racing the clock. Scene It?™ questions range from trivia about the making of the movie, to the actors or the scene itself. Many of the questions are based on logic and observation, so players don't have to be film buffs to make the final cut.

Thanks to five Hollywood studio partners including 20th Century Fox, Dreamworks, MGM, Sony Pictures Entertainment and Universal, Scene It?™ features 180 movies, 250 stars and over 1,100 trivia questions. With the help of patented DVD enhancement technology, Optreve™, the game DVD shuffles the questions and deals them out randomly to keep the game fresh for many "reruns." Optreve also remembers what has already been played, thereby eliminating repeats.

After making their way through the film reels, players must survive the final cut™ round to win the game. If players are movie trivia masters, they will know that Indiana Jones hates snakes, Phil Collins sang "Against All Odds" in 1984, and the tagline for Black Hawk Down was "Leave No Man Behind," and they could win the game. Scene It?™ is the new game that's making a scene. But the question is, can you identify the title, director, writer, actors and music for that scene?

Scene It?™ is available now in Mattel retailers for an approximate retail price of $39.99.

About Mattel

Mattel, Inc., (NYSE: MAT) ((www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie®, the most popular fashion doll ever introduced. The Mattel family of toys and games is comprised of such best selling brands as Hot Wheels®, Matchbox®, American Girl®, and Fisher-Price®, which also includes Little People®, Rescue Heroes™, Power Wheels®, as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 36 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.

SCENE IT?™ and associated trademarks are owned by Screenlife, LLC and are used under license.

About the Elizabeth Glaser Pediatric AIDS Foundation

The Elizabeth Glaser Pediatric AIDS Foundation is the leading worldwide non-governmental organization dedicated to identifying, funding, and conducting pediatric HIV/AIDS research as well as promoting global education, awareness and compassion about HIV/AIDS in children. The Foundation creates a future of hope for children and families worldwide by eradicating pediatric AIDS, providing care and treatment for people with HIV/AIDS, and accelerating the discovery of new treatments for other serious and life threatening pediatric diseases.

For more information on the Foundation please call 310-314-1459 or visit
their website at www.pedaids.org.

For more information, please contact:

Julie Samere GCI Group for Mattel
Phone: +1-323-930-0811
Tami Cole Mattel, Inc.
Phone: +1-310-252-3921


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