New American Girl Campaign Taps the Positive Power of Girls

“Shine On Now” Initiative Encourages Girls to Join Together to Help Change the World

Middleton, WI—June 28, 2010: To foster a spirit of goodwill and help make the world a brighter place, American Girl is introducing Shine On Now—a new charitable initiative that harnesses the collective power of girls to help others in need. Through Shine On Now, American Girl is calling on girls across the country to help the company give up to $1 million in clothes, books, dolls, and money to the following four organizations: Kids in Distressed Situations, National Association of Children's Hospitals and Related Institutions, National Wildlife Federation, and Save the Children.

Beginning June 28, 2010, girls can become official American Girl Ambassadors at shineonnow.com and inspire other girls to join the Shine On Now effort. As ambassadors, girls will receive a free, downloadable tool kit filled with fun and actionable tips and ideas for fund-raising, volunteering, or donating to the four worthy charities participating in Shine On Now, or wherever they see an opportunity to make a difference.

On July 13, 2010, girls can go to shineonnow.com and put their collective efforts to powerful use. Visitors can contribute up to 100 free stars each day to help American Girl reach its goal of collecting one million stars by the end of the program on July 31, 2010. If the target is reached, American Girl will donate its maximum gift of $1 million in clothes, books, dolls, and money to the four designated charities.

American Girl Debuts Shine On Now

To further encourage girls to let their spirits shine, American Girl is also launching a brand-new virtual campus, Innerstar University™—a fun, safe online world where girls learn to be their best through a variety of games, quizzes, and other enriching activities that help boost their confidence and strength.

Access to the new virtual world comes with each 18-inch My American GirI doll—the company's newly enhanced contemporary product line that allows a girl to create a special doll as unique as she is. Girls can now create their own doll from 40 different combinations of eye color, hair color and style, and skin tone through a brand-new, innovative online tool. The personalization continues with a variety of special extras such as braces, glasses, and earrings, as well as outfits and accessories that reflect girls' favorite interests and activities. To further enhance the doll's personality, each My American Girl doll comes to life at Innerstar University, where girls and their online doll can have fun exploring the virtual campus together.

To learn more about how to participate in Shine On Now and explore Innerstar University, go to www.shineonnow.com. My American Girl dolls are available starting on July 13, 2010, through American Girl's consumer catalogue, at www.americangirl.com, and at American Girl retail locations. To request a free catalogue, call 1-800-845-0005.

About American Girl

American Girl Brands, LLC, is a wholly owned subsidiary of Mattel, Inc. (NASDAQ: 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 engaging and insightful books, age-appropriate and educational products, 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. To learn more about American Girl or to request a free catalogue, call 1-800-845-0005 or visit www.americangirl.com.

Kids in Distressed Situations (K.I.D.S)

K.I.D.S. has helped more than 65 million needy children by providing nearly $1 billion in brand new clothes, toys, books, and much more. Having something brand new brings hope and confidence to kids and their families. K.I.D.S. works with nearly 1,000 local service agencies in the U.S. and around the world to distribute new items to kids who are poor, sick, homeless, or have parents who are away from home or are unable to care for them. K.I.D.S. also helps families who have been affected by natural disasters. American Girl is a proud partner of K.I.D.S. and is pleased to continue donating new clothes as part of Shine On Now. For more information, visit www.kidsdonations.org.

The National Association of Children's Hospitals and Related Institutions (NACHRI)

The National Association of Children's Hospitals and Related Institutions (NACHRI) promotes the health and well-being of America's 70 million children and their families. NACHRI works with over 200 children's medical centers to ensure that all children have access to a hospital when they need one and are provided high quality care and services. As part of Shine On Now, American Girl is supporting NACHRI through a donation of American Girl dolls to help bring smiles and comfort to young girls who are in the hospital. For more information, visit www.childrenshospitals.net.

National Wildlife Federation (NWF)

National Wildlife Federation (NWF) offers programs and activities that teach and inspire people to protect wildlife and wildlife habitats. NWF focuses on the future of America's wildlife by protecting and restoring the homes of endangered animals and helping people gain an appreciation and understanding of the natural world. NWF brings people together through a nationwide network of 4 million supporters and volunteers. Since early 2010, American Girl has supported NWF's Be Out There movement to inspire families to connect with nature. Through Shine On Now, American Girl is providing more financial support to help ensure a world of wildlife and wild places for the future. For more information, visit www.nwf.org.

Save the Children

Save the Children works across the nation in some of the most under-served, rural areas, where one in five children lives in poverty. Partnering with local schools and community organizations, Save the Children's U.S. Programs provide literacy, physical activity and nutrition, and early childhood education programs, which benefited more than 50,000 children last year alone. Combined with its emergency response work, Save the Children helped more than 60,000 children in the U.S. As part of Shine On Now, American Girl is donating books to Save the Children to help young children in poverty learn to read. Save the Children provides in-school, after-school, and summer literacy programs to help students develop their reading skills and receive the guidance and support they need to grow as readers. For more information, visit www.savethechildren.org.