NBC Universal And JTMG Announce New Deals For MINUTE TO WIN IT

Heading into this year's Licensing Show, NBC Universal Television Consumer Products Group and Joy Tashjian Marketing Group, LLC (JTMG) have finalized a licensing agreement with Mattel, Inc. for the hit primetime series, "Minute to Win it." As part of the deal, Mattel has signed on to create board games that are expected to hit retail in the fourth quarter of 2010. JTMG is the agency of record for NBC Universal Television Consumer Products Group.

"The instant name recognition of 'Minute to Win it' is a terrific commodity for Mattel," said Joy Tashjian, President of JTMG. "We are very excited to capitalize on the tremendous popularity of the show and we are confident that the new game products will fly off shelves!"

"Mattel is the gold standard when it comes to board games and we are really pleased to add them to the 'Minute to Win it' licensing program," said Kim Niemi. Senior Vice President, NBC Universal Television Consumer Products Group. "The games promise to deliver the same rousing excitement as the show, and will be fun for the whole family."

"We translate entertainment brands to toys and games better than anyone in the industry," said Geoff Walker, Senior Vice President of Marketing, Mattel Brands. "We will give fans the ultimate at-home 'Minute To Win It' interactive game experience allowing them to recreate the nerve-wracking challenges seen on the show with family and friends in the comfort of their living room."

"As one of the top family friendly shows on television, we can't wait for 'Minute to Win it' fans to be able to give our inventive games a try at home." said Craig Plestis, Executive Producer of "Minute to Win it." "We know the games will translate perfectly from the small screen to the living room and will be a lot of fun for any gathering."

ABOUT MINUTE TO WIN IT

NBC's new competition show "Minute to Win it," hosted by All-American chef and television personality Guy Fieri ("Diners, Drive-Ins and Dives"), features competitors participating in a series of simple, yet nerve-wracking, games that can lead to a $1 million prize.

In each one-hour episode competitors will face 10 challenges that escalate in level of difficulty using everyday household items. Each game has a one-minute time limit and failure to finish the task on time will eliminate the contestant. At various points throughout the game, the competitor can walk away with the money earned up to that point - but it'll take nerves of steel to complete all 10 tasks to win $1 million. The competitors, who come from all walks of life, are shown over 60 games prior to the competition and are encouraged to practice these one-of-a-kind challenges at home.

Some of the challenges include:

HANKY PANKY - Using only one hand, the competitor must pull tissues out of a tissue box one-at-a-time until the box is empty.

JUNK IN THE TRUNK - A belt with an empty tissue box is attached around the competitor's waist and positioned against the contestant's back with the hole facing outwards. Ping-pong balls are placed inside the tissue box and the competitor must jump and wiggle to shake the balls out of the box without letting his hands touch the ground. All balls must be out of the box to complete the challenge.

EGG ROLL - Contestant must move three eggs across the floor and into a target area only by "fanning" the eggs with an empty pizza box.

BOBBLE HEAD - A pedometer is attached to the competitor's head and he must move his head to rack up a total number of steps to complete the game.

MOVIN' ON UP - Contestant is given a stack of 49 blue plastic cups with a red cup on the bottom. He must race to move the one red cup to the top by holding the stack and continuously moving the cups, one-by-one, from the top to the bottom through the entire stack.

"Minute to Win it" is produced by Universal Media Studios with Friday Television. Craig Plestis, Tim Puntillo (NBC's "Identity"), Mattias Olsson and Jock Millgardh serve as executive producers.

At Licensing Show 2010, JTMG will be located at booth 2474. NBC Universal Television Consumer Products Group will be located at booth 2968.

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 Tyco R/C, as well as Fisher-Price brands, including Little People, Power Wheels and a wide array of entertainment-inspired toy lines. In 2010, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the third year in a row, and was ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." Mattel also is recognized among the "World's Most Ethical Companies." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 27,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play."

ABOUT JOY TASHJIAN MARKETING GROUP, LLC

Joy Tashjian Marketing Group, LLC (JTMG) was formed in 1998 and is headed by company president Joy Tashjian. Recently awarded for "Retail Promotion of the Year" for their work on "Deal or No Deal", JTMG specializes in the development, implementation and strategic retail development of entertainment trademarks for consumer products. JTMG represents many prestigious television properties and production studios: Agency of record for NBC Television, USA Network, LXTV and CNBC. Additionally, JTMG portfolio of television programs includes programs on NBC, Fox, Cartoon Network and Disney Channel. JTMG represents Endemol for "Fear Factor," "Deal or No Deal," "Big Brother," "1 vs. 100," Breakthrough Films and Television for "Captain Flamingo", "Miss BG", "Atomic Betty", Fresh TV for "Stoked", Magicbox, PPI for "Gogo's Crazybones" and Giochi Preziosi for "Gormiti".

ABOUT NBC UNIVERSAL TELEVISION DVD, MUSIC, AND CONSUMER PRODUCTS GROUP

NBC Universal is a leader in providing entertainment programming to the domestic and international marketplaces. NBC Universal Television DVD, Music, and Consumer Products Group manages all global ancillary television business endeavours for the NBC Universal Television Group, including third-party home entertainment distribution, consumer products, musical soundtracks, special markets projects and the NBC Universal Online Store.

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