Cookie Jar Entertainment Awards Mattel THE DOODLEBOPS Master Toy License; Mattel to Launch THE DOODLEBOPS Toy Line Fall '06

Cookie Jar Entertainment Inc. has named Mattel, Inc.(NYSE:MAT) the worldwide master toy licensee for THE DOODLEBOPS(TM).THE DOODLEBOPS, Cookie Jar's high energy, music-based, live actionkids series, airs twice daily on Disney Channel's Playhouse Disneypreschool block of programming in the United States, and on CBCweekdays in Canada. The master license grants Mattel manufacturing andmarketing rights for toys, dolls, feature plush, figures, playsets,games and puzzles that incorporate the rock 'n' roll fantasy from theTV series. Mattel's THE DOODLEBOPS(TM) toy line will launch in fall2006.

"First CBC and The Disney Channel, then Mattel -- clearly THEDOODLEBOPS(TM) are attracting the best possible partners inentertainment and licensing, and we couldn't be more excited," saidToper Taylor, President and COO for Cookie Jar Entertainment. "Mattelhas demonstrated a deep commitment to this burgeoning brand, and welook forward to working together to build THE DOODLEBOPS(TM) into apowerhouse children's property."

"Mattel's toy line will incorporate all of the key charactertraits that makes THE DOODLEBOPS a hit with today's kids, includingcolorful characters, comedic storylines, and that 'get up off yourseat' energy," said Tim Kilpin, senior vice president, marketing,Mattel. "THE DOODLEBOPS(TM) are already a proven ratings winner onPlayhouse Disney and in Canada on CBC, and are poised for success as amajor new toy brand."

In addition to Mattel's THE DOODLEBOPS(TM) toys, a complete lineof THE DOODLEBOPS consumer products -- including DVDs, music CDs,books, apparel & accessories, domestics and more -- will hit themarket in the second half of 2006.

Making its U.S. debut in April 2005 on Playhouse Disney, where itairs twice daily Monday-Friday (7:30 a.m. and 11:00 a.m.), THEDOODLEBOPS(TM) combines music and dancing with lots of fun stories tohelp preschoolers strengthen their self-confidence, in addition toencouraging physical movement. At the same time THE DOODLEBOPS(TM)reinforces significant pro-social values, such as cooperation,teamwork, trying one's best, and facing fears -- all conveyed in thefast and fun Doodlebops style by the show's three candy-colored,cartoon-like characters, Rooney Doodle(TM), Moe Doodle(TM), and DeedeeDoodle(TM).

The show's comedic storylines are punctuated by the band's rousingperformances of original songs, while characters invite preschool-ageviewers to sing and dance along. Each episode culminates with aDoodlebops concert scene. Scenarios include The Doodlebops learning toget along after a magazine editor chooses only one of them to be onits cover; Rooney discovering the importance of practicing to learn toplay his new invention, the Honkophone; Moe conquering stage frightbefore his big solo number; and Deedee learning to overcome her needto boss others around. Other characters featured in the series are BusDriver Bob(TM), a puppet character named Mudge the Cat(TM), andMazz(TM), the manager of the band.

Michael Hirsh ("Rolie Polie Olie") is the co-creator and executiveproducer. Jamie Waese is the producer/director. Carl Lenox is theco-creator and musical director.

About Cookie Jar Group

Cookie Jar Group develops, produces, distributes, and marketsquality products to children, their caregivers, parents, and teachers.Cookie Jar Group's products reflect its commitment to providing thebest in children's published content, animated and live actionprogramming, and innovative educational and entertainment-drivenproducts worldwide. The group of companies consists of Cookie JarEntertainment Inc. and Cookie Jar Education Inc., along with a 20%interest in Teletoon Canada Inc., Canada's only all animationbroadcaster.

Cookie Jar Entertainment Inc., Cookie Jar Group's entertainmentoperation, is a leading, global, independent producer, marketing andbrand manager of such renowned children's properties as "Arthur(TM)","Gerald McBoing Boing(TM), "The Doodlebops(TM)" "Postcards fromBuster(TM)" and "Caillou(R)." Combining globally-renowned intellectualproperties with an industry-recognized management, Cookie JarEntertainment Inc. is a market-driven, brand building company that iscommitted first and foremost to children, and is also dedicated to thedevelopment and production of quality programming that embraces thewhole child, with animated and live-action series that entertain,inspire, and enlighten children and family audiences worldwide.

About Mattel

Mattel, Inc., (NYSE:MAT) (www.mattel.com) is the worldwide leaderin the design, manufacture, and marketing of toys and family products,including Barbie(R), the most popular fashion doll ever introduced.The Mattel family is comprised of such best-selling brands as HotWheels(R), Matchbox(R), American Girl(R) and Tyco(R) R/C, as well asFisher-Price brands (www.fisher-price.com), including LittlePeople(R), Rescue Heroes(R), Power Wheels(R) and a wide array ofentertainment-inspired toy lines. With worldwide headquarters in ElSegundo, Calif., Mattel employs more than 25,000 people in 42countries and sells products in more than 150 nations worldwide. TheMattel vision is to be the world's premier toy brands -- today andtomorrow. MATTEL, BARBIE and associated trademarks and trade dress areowned by Mattel, Inc. (C) 2005 Mattel, Inc. All Rights Reserved.