AMERICAN GIRL INTRODUCES A NEW ONLINE CLUB FOR GIRLS

Outstanding Safety Features Protect Children’s Online Privacy

Middleton, WI – September 22, 2004 – Behind every young girl who has spent countless hours playing with her favorite American Girl dolls and reading her favorite American Girl books is a parent who appreciates and trusts American Girl’s commitment to creating high quality, age-appropriate products and experiences. This October, to celebrate the love and affinity girls and their parents have for the American Girl brand—its characters, its values, and its devotion to girls—the company is launching a new, interactive online club for girls 8 and up. The American Girl Club™ gives members countless new ways to experience the brand through engaging content and fun activities to do alone, with friends, or their parents—all within a safe environment. As an added bonus to parents, the Club includes exclusive promotions and features designed specifically for moms and dads to use and enjoy.

“We’re proud to bring the American Girl Club to our customers as it reinforces our commitment to celebrate girls in an environment that their parents can wholeheartedly trust and support,” says Mike Grasee, vice president of catalogue and web marketing for American Girl. “And because online safety is of the utmost importance for every parent, the American Girl Club boasts unprecedented safety measures to ensure the site is secure for all members.”

In addition to meeting all of the requirements set forth by the Children’s Online Privacy Protection Act (COPPA), the American Girl Club—supported by high level filters—uses one of the safest messaging models available, including the ability for parents to choose a desired approval level for their daughters’ messages. Other safeguards include a bad word and personal information filter, and a safety alert that will notify American Girl of inappropriate or threatening messages, which the company will act upon as necessary.

Membership Benefits for Girls
As an American Girl Club member, girls receive a membership card, charm bracelet, and exclusive Club charm, and will have access to Club activities that put a new twist on popular pastimes: communicating, personalizing, and collecting. The most appealing benefit for girls is the ability to meet and communicate with other Club members. After creating a “My Favorites” page that lists all of the things they enjoy, girls can look for other Club members’ pages that are similar, add them to their Club address book, plus message them. A girl whose favorite character is Kit and plays soccer, for example, can search out other girls who also like Kit and soccer.

The American Girl Club brings an exciting new aspect to collecting by giving girls the opportunity to gather and trade virtual online Treasures, virtual trading cards composed of compelling animation and rich narrative or poetry. Girls can collect the Treasures that represent their favorite characters, barter or trade others to obtain more rare Treasures, and give Treasures as a token of friendship.

The Club also offers a system of rewards and recognition that supports girls’ real-world activities and her relationship with her mom and dad. By doing fun projects with her parents and friends, reading American Girl books, or visiting American Girl Place, girls will earn Stars, a soft currency that allows them to obtain rare treasures and Club-exclusive product like charms and Club clothing for themselves and their dolls. Other fun activities for Club members include creating their own customized home page, exploring the worlds of their favorite characters, and participating in online polls and voting.

Membership Benefits for Moms
While the American Girl Club promises numerous fun activities for girls, there are many benefits specifically designed for parents, too, including members-only offers and promotions, expert parenting advice, early access to American Girl products, and activities and rewards to share with their daughters. Immediately upon enrollment in the Club, parents receive a $10 coupon valid on any future American Girl purchases as a Club member.

American Girl Club memberships are $20 annually and will be available for purchase this October through the American Girl catalogue, at americangirl.com, and at American Girl Place® in Chicago and New York. To request a free American Girl catalogue, call 1-800-845-0005.

ABOUT AMERICAN GIRL
American Girl, a wholly owned subsidiary of Mattel, Inc. (NYSE: MAT, www.mattel.com), was acquired by the world’s leading toy company in 1998. For nearly 20 years, American Girl has provided beautifully made products for each stage of a girl’s development, from her preschool days of fantasy play through her tween years of self-expression and individuality. Deeply committed to its mission to celebrate girls, the American Girl brand has earned the loyal following of millions of girls and the praise and trust of parents and educators. To date, American Girl has sold more than 10 million dolls and 100 million books.