AMERICAN GIRL® ENCOURAGES GIRLS TO TELL THE WORLD “I CAN”

New Cause-Related Program to Benefit Girls Inc.®

Middleton, WI – August 22, 2005 – For nearly 20 years, American Girl® has encouraged girls to believe in their strength and to follow their dreams—through engaging books and dolls, as well as unforgettable experiences. To reinforce its mission to celebrate all that girls are and all they can be, American Girl is launching the “I CAN” program on September 19, 2005. Through this powerful initiative, girls can tell the world they are capable of anything they set their minds to by wearing the official American Girl “I CAN” band and signing the “I CAN” promise, which girls keep as a reminder to believe in themselves and in each other:

American Girl “I CAN” Promise

I can be myself, follow my dreams, and

always do my best. I can reach for the stars,

lend a hand to others, and be a good friend.

I can make a difference! I promise to try

Each $1.00 “I CAN” band features American Girl’s signature berry-colored star and can be worn as a bracelet, a ponytail holder, a zipper pull, a backpack charm, or however a girl chooses to express her individuality. Net proceeds of all band sales will benefit Girls Inc.®, a national nonprofit organization dedicated to inspiring all girls to be strong, smart, and boldSM. Through educational programs that encourage girls ages 6–18 to master physical, intellectual, and emotional challenges, Girls Inc. has helped millions of girls realize their potential. In addition to net proceeds of band sales, American Girl is donating $50,000 to Girls Inc. in support of these educational programs.

“At American Girl, we want every girl to recognize that she is talented, unique, and full of amazing possibilities,” says Ellen L. Brothers, president of American Girl, Inc. “Through ‘I CAN’, we hope girls will see that when they like themselves for who they are, there is no limit to what they can accomplish. And, because the program will benefit Girls Inc., we can reinforce that helping others achieve is also an important part of life.”

“We’re excited about the opportunity to align ourselves with American Girl,” says Joyce Roche, president and CEO of Girls Inc. “Our Girls Inc. Girls’ Bill of Rights states that girls ‘have the right to express themselves with originality and enthusiasm,’ and the ‘I CAN’ program complements this right by encouraging girls to dream big, achieve their goals, and make a difference in the world.”

The American Girl “I CAN” bands are available for $1.00 at all Bath & Body Works® stores and at American Girl Place® Chicago and New York. Customers can also order the bands online at americangirl.com/ican or by calling American Girl’s toll-free number, 1-800-845-0005. Shipping charges apply to all direct orders.

ABOUT AMERICAN GIRL
American Girl, Inc. is a wholly owned subsidiary of Mattel, Inc. (NYSE: MAT, www.mattel.com), the world’s leading toy company. Since American Girl’s inception in 1986, the company has devoted its entire business to celebrating the potential of girls ages 3 to 12. American Girl encourages girls to dream, to grow, to aspire, to create, and to imagine through a wide range of insightful books, age-appropriate and educational dolls and toys, and unforgettable experiences. In meeting its mission with a vigilant eye toward quality and service, American Girl has earned the loyal following of millions of girls and the praise and trust of parents and educators.

ABOUT GIRLS INCORPORATED
Girls Incorporated® is a nonprofit organization that inspires all girls to be strong, smart, and bold℠. With local roots dating to 1864 and national status since 1945, Girls Inc. has responded to the changing needs of girls through research-based programs and public education efforts that empower girls to understand, value, and assert their rights. In 2003, Girls Inc. reached 840,000 girls through Girls Inc. affiliates, our website, and educational publications.