SBD/22/Sponsorships Advertising Marketing

FORGET KEN AND BARBIE, MATTEL WILL PARTY WITH SHAQ AND LISA

          Mattel is expected to announce an exclusive, multiyear
     licensing agreement with the NBA today, giving it worldwide
     rights to all NBA-themed toys and games, according to Lisa
     Bannon of the WALL STREET JOURNAL.  The deal is "expected to
     generate more than" $300M during the next five years. 
     Mattel said the deal, which includes rights to the WNBA and
     women's U.S. Olympic team, "will broaden" the company's toy
     and game market to include "new sports consumers, and new
     distribution channels, such as sporting-goods stores, sports
     arenas and sports-collectible stores."  Bannon reports the
     deal includes basketball-themed merchandise "across all
     Mattel toy categories," including Barbie, Sesame Street,
     Cabbage Patch, Hot Wheels and Matchbox.  The NBA will also
     include the Mattel merchandise at its flagship store in N.Y. 
     While Hasbro also is licensed to produce male action figures
     called Starting Lineup, the NBA portion of that license
     expires this summer.  NBA CMO Rick Welts said that it chose
     Mattel "because it will provide an established
     international-sales network as well as access to the growing
     girls' and women's market" (WALL STREET JOURNAL, 1/22).

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NBA, WNBA

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