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DreamWorks and Fisher-Price Go Exclusive

Mattel’s Fisher-Price and DreamWorks Animation announced a new exclusive relationship in which Fisher-Price becomes worldwide master toy licensee for several of DWA’s entertainment properties.Fisher-Price will debut the first of its new Mattel


Fisher-Price will debut the first of its new Mattel-branded toy collections for Kung Fu Panda 2 and “The Penguins of Madagascar." The Kung Fu Panda 2 toy collection includes action figures, mini collectible figures, role play, and plush; while “The Penguins of Madagascar” collection includes figures, play sets, role play and plush.

Additional DreamWorks properties featured under the licensing relationship include Puss In Boots, The Croods, Madagascar 3, Legend of the Guardians and “Kung Fu Panda: Legends of Awesomeness.”

“We believe that entrusting DreamWorks Animation’s beloved characters to the world’s number one toy manufacturer will ensure a fun, innovative and world-class brand presence in stores across the globe,” says Kerry Phelan, head of worldwide consumer products and licensing for DreamWorks Animation. “Together with Mattel and Fisher-Price, we have crafted a new pre-cool strategy to deliver compelling toy lines and unique play experiences that are age-appropriate for 3-8 year old movie fans.”

“We’re excited and proud to be working with a true innovator in high-quality entertainment,” says Diana Dunn-Graves, vice president of marketing at Fisher-Price. “This alliance is a great fit for Fisher-Price because we put into children’s hands the fun-loving characters that DreamWorks Animation brings to life on the big and small screens.”

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