Presentation to Mattel

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• Presentation to Mattel
• November 2, 2009
• Proprietary and Confidential

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The Disney Princess Challenge

• A Design Challenge The fashion look of each
  Disney Princess doll needs to be interpreted
  fairly close to the classic iconic look, limiting
  how much visual variety and newness it can create
  with existing form factors
• Mattel and Disney have done an incredible job
  blowing out all Disney Princesses as dolls across
  key scales, ages materials
• Fashion small doll large doll
• Infant, toddler, teen
• Vinyl porcelain soft sculpt
• Continued retail support is an ongoing challenge
  how many varieties of princess dolls will
  retailers continue to carry?

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The Disney Princess Challenge

• How can Mattel expand its Disney Princess Doll
  offering without cannibalizing its existing doll
  lines?
• Provide more reasons for consumers to buy more
  deeply into the line
• Explore new form factors that deliver on Disney
  Princess platform but introduce a whole new way
  of playing out the storylines

There is an opportunity to create a whole new
doll segment via a new form factor for the Disney
Princess brand that would deliver
new-to-the-brand visual impact and excitement
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Horses A new platform for dolls!

• Girls have an innate love of horses!
• Dominating horse brands in the market leave open
  a market opportunity
• My Little Pony--ultra fantasy and ultra young
• Breyer--ultra realistic and older skewing, not
  pretty
• Bella Sara-- fantasy positioning and a greater
  online presence

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Competitive Horse Brands
Reality based
Breyer
Bratz
Barbie
Young skewing
Older skewing
Only Hearts Club
Disney
Bella Sara
My Little Pony
Fantasy based
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Key Observations Disney Princess Horses

• Disney Princess line currently carries beautiful
  horses
• They are single purchase items that are sold as
  an accessory to the doll, not as a focal point of
  the play.
• Fashion play, with its unlimited potential to
  create a constant stream of visual newness, has
  not be leveraged.
• The scale of fashion doll horses does not allow
  you to blow this line of product out in a big
  way! Price points too high!

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Key Observations

• No brand is fully leveraging popular girl play
  patterns, offering beautiful aesthetics AND
  innovating the way girls play with horses
• Play is dominantly on the floor and is limited by
  the surface being played on (mainly rugs)
• Like fashion dolls, it is difficult to play with
  more than one horse at a time.
• .There is an opportunity to optimize enhance
  all of the ways girls innately play with horses
  in a new and dynamic way!

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The Aesthetic Inspiration Real Horse Fashions
A historic time when horses were lavishly
decorated with real horse fashions as an
expression of class/ style regality
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The Aesthetic Inspiration Carousel
Carousel horses are truly an art form each is
beautifully decorated in colorful, rich
tapestries and flowers and has its own unique and
elaborate design.
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The Aesthetic Inspiration Disney Princess
Fashion
How can we apply all of the glamour, aspiration,
beauty, magic and story that is quintessential
Disney Princess to a line of ponies?

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The Inspiration Adding more dynamic expansive
play
Borrowing from a collectible and connectable
world of trains and tracks that can be designed
to create complete, dynamic worlds of play

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Disney Princess Opportunity

• To introduce a collectible world of Disney
  Princess branded ponies that
• Delivers on the glamorous Disney Princess fashion
  aesthetic
• That offers all the relevant fashion doll play
  patterns
• That offers a proprietary feature and play
  pattern that will promote ease of play in a whole
  new expansive and dynamic way

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Princess Ponies on Parade

• Disney Princess Pony Royale is a horse-centric
  collectible world of product that allows girls to
  expand upon their Disney Princess fantasies in a
  totally new, aspirational and dynamic way
• Target Girls 4-8

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• The Back Story
• Every Disney Princess loves horses! When a
  princess turns sweet 16 she gets to choose her
  own special horse from the vast collection of
  beautiful horses and ponies that live in Pony
  Royale, the royal stable where only the most
  exceptional horses are raised and groomed to be
  horses of the royalty.
• This day is a great occasion, one that she has
  been waiting for for a long time. The princess
  will be friends with many of the horses at Pony
  Royale but there will only be one horse with whom
  she will form a long and lasting bond. Once a
  princess chooses her forever companion there is
  a huge pony parade and party that celebrates that
  princess and her new ponys long-lasting
  friendship.

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Princess Ponies on Parade
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Our Proprietary Horse a Beautiful Aesthetic

• 6 1/2 scale smaller than 11.5 inch fashion doll
  scale but larger than 4.5 inch small doll scale
• Small enough to allow for collectible price
  points to maximize the play value and
  extendibility
• Small enough to offer affordable playsets that
  enable girls to create a complete world of horses
• Large enough to allow for satisfying fashion and
  hairplay
• Encourages new horse-centric, non-cannibalistic
  play patterns
• Gorgeous feminized realistic sculpting
• Like fashion dolls, doll body is based on reality
  but accentuates feminine cues with long slim legs
  and minimal muscle tone
• Fashion play plug ins enable girls to easily
  decorate and change the look of horse to play out
  Disney-inspired storylines

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Our Proprietary Horse Moves in a New Dynamic Way

• Horse has ball bearings in feet that brings the
  horse to to life and introduces a whole new,
  collectible play pattern
• Horses roll down movable ramps that come with the
  playsets
• Horses can take strolls on the custom-created
  bridle paths that girls can assemble in
  multiple configurations, thus mitigating the
  issue of playing on rugs and introducing a
  creative, fun way to expand the world of play.
• Connect horse to other horses with garland to
  create a parade of horses the more horses you
  have, the longer your parade!
• Horse fashion doll is jointed at neck and foreleg
  for pose-ability and magnets are installed in the
  mouths of the horse
• Horse interacts with the environment just like a
  doll
• Allows girl to play out the Disney storylines in
  a more realistic, engaging way

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Auroras Pony 3D (to be updated)
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Belles Pony 3D Rose Bud( to be updated )
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Cinderellas Pony Slipper
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A New, Expansive and Dynamic World of Play

• Play sets come with interchangeable bridle
  paths that girls can change and connect
  depending on how they want to play with their
  horse(s).
• Pathways allow girls to custom build their own
  world of horse play and play out a Disney
  storyline. They can
• Stroll in bridle paths through the forest (Snow
  White and her creatures)
• Create a fashionable horse parade with all of the
  Disney Princess horses
• They can frolic in the woods looking for Prince
  Charming (Aurora)
• The more horses they buy, the more pathways they
  can create, thus endlessly expanding their world
  of play. Each of the playsets can be connected to
  each other
• Pathways can be embedded with sounds of
  clickety-clack, neighing and applause or any
  other iconic Disney sounds
• Low price accessories can be sold separately to
  be plugged in to the bridle paths to promote
  story lines and add features triggered by the
  ponies

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Pony Royale System of Pony Pathways
- Girls can connect, create their own inspired
world of play - Ponies can easily trot alone or
attach to other ponies
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Low Price Collectibles
Low price collectibles attach to bridle paths to
create added magical touches to the play
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Interactive Play Sets

• Pony Royale play sets have been created to be
  collectible and to allow girls to play out a
  world of horses in the ultimate, glamorous Disney
  Princess way
• Each lead Princess horse comes with her own dream
  bedroom--her stablette-- that includes iconic
  Disney Princess storyline cues
• Royal Stable is the over-the-top key advertised
  driver that features fashion and house play for
  multiple horses (equivalent to the Royal Castle
  for horses)
• The stablettes attach to each other and to the
  Royal Stable and each comes with bridle paths to
  connect to one another the more you buy, the
  more fun you will have designing and redesigning
  your own glamorous world of horses

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Belles Pony Stablette
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Cinderellas Pony Stablette
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Royal Stable(exterior)
Key advertised driver in Year Two the house
where all horses gather to be groomed and dressed
for a royal pony parade. When dressed they slide
down ramp and strut their fashions on the parade
route
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Royal Stable(interior)
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A Collectible System
Collect and attach stablettes to each other and
to the royal stable to create your own unique
world of horses and playsets
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Dancing Pavilion
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Dining Pavilion
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Recommended Line ListTarget Fall 2010 Launch
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Highly Extendible

• Play sets will include pathways where relevant
  to extend the play
• Other concepts to consider grooming stable, play
  yard, competition, grotto for water play

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Pony Royale Key Pts of Difference The only
Disney Princess branded line of horses that
enable girls to play with horses in a new,
dynamic and complete way.

• Proprietary feature only horses that roll or
  glide
• Ease of play on all surfaces
• Adds wow of horses rolling down ramps and
  across play sets
• Allows girls to connect horses and play with more
  than one at a time
• Proprietary connectable/ changeable bridle path
  system plus play sets with low price add ons
• Build a connectable, collectible kingdom with
  Disney inspired collectibles
• Promotes ease of play on any surface
• Highly collectible
• Realistic Movements for real doll type
  interaction with play sets
• Neck, knee joints
• Magnet in mouth
• Beautiful aesthetic
• Gorgeous, feminine sculpt
• 6 1/2 scale
• Doll plus play sets that leverage all of the
  relevant girl play patterns AND all of the
  glamour story lines that is Disney
• Fashion play plug ins to create transformation
• Hair play
• House play
• Nurturing play

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Rationale For Success

• Expands the world of Disney Princess doll play
  to a form factor that is new and
  non-cannibalistic
• Gliding movement of horses as well as
  interchangeable bridle paths takes the world of
  horse play to a new level girls can play with
  multiple horses at the same time on any surface
  of floor it promotes an expansive, dynamic and
  collectible world of play.
• Meets a need in the market for a line of
  beautiful girl-appealing horses that leverage all
  of the popular fashion doll play patterns
  nobody is doing this!
• Scale of horse further provides an opportunity to
  create a complete and collectible world you can
  offer horses plus play sets at prices that are
  affordable without compromising girl-relevant
  play patterns

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• Appendix

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Key Competitors
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Key Competitors