Saban Brands and Fisher-Price® Launch Strategic Partnership to Create Julius Jr. Toys Fisher-Price will produce multi-product toy line based on new preschool animated series to air on Nick Jr. in 2013

NEW YORK, Feb. 11, 2013 /PRNewswire/ -- Saban Brands announced today that Fisher-Price Inc., the leading manufacturer of infant and preschool toys and a subsidiary of Mattel, will be the global master toy licensee for the company's newly announced Julius Jr. property. Julius Jr. is an animated preschool series slated to launch on Nick Jr. in 2013, and is inspired by the Paul Frank family of characters and its iconic monkey, Julius. Fisher-Price plans to produce a full range of products including playsets, plush, role play toys and more for the global marketplace.

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Saban Brands' new property follows the adventures of a young version of Julius. Julius Jr. is a funky monkey with a penchant for invention.  Together with his best pals, Worry Bear, Sheree, Clancy and Ping, they build a playhouse out of a simple cardboard box.  But when they walk inside, to their surprise and delight, they discover that ordinary objects magically come to life and amazing adventures are just a door away. Julius Jr. proves every day that the best inventions are the ones that help your friends.

"As we introduce audiences everywhere to this new entertainment property, based on the well-known Paul Frank brand and its characters, it is exciting to partner with a true leader in the toy industry, and a company that knows preschool brands better than anyone," said Elie Dekel, President of Saban Brands. "We are confident this exciting partnership with Fisher-Price will help us take the Julius Jr. brand in innovative directions."

"We're thrilled to be a part of this exciting new platform for the Paul Frank brand of characters that will delight preschoolers and parents alike," said Susie Lecker, Senior Vice President of Marketing, Fisher-Price Friends. "When preschoolers tune into the new Julius Jr. series, they will instinctively want to expand these adventures through play. Our product offerings will ignite children's imaginations so they can create their own magical Julius Jr. adventures at home."

About Julius Jr.
Julius Jr. is an animated preschool series based on the Paul Frank family of characters. Our hero, Julius Jr., is a funky monkey with a penchant for invention.  Together with his best pals, Worry Bear, Sheree, Clancy and Ping, they build a playhouse out of a simple cardboard box.  But when they walk inside, to their surprise and delight, they discover that ordinary objects magically come to life and amazing adventures are just a door away. Julius Jr. proves every day that the best inventions are the ones that help your friends. A property of Saban Brands, Julius Jr. will air on Nick Jr. in the U.S. in 2013. Visit SabanBrands.com for more information.

About Saban Brands
Formed in 2010 as an affiliate of Saban Capital Group, Saban Brands (SB) was established to acquire and develop a world-class portfolio of properties and capitalize on the company's experience, track record and capabilities in growing and monetizing consumer brands through content, media and marketing.  SB applies a strategic transmedia management approach to enhancing and extending its brands in markets worldwide and to consumers of all ages.  The company provides full-service management, marketing, promotion and strategic business development for its intellectual properties including comprehensive strategies unique to each brand, trademark and copyright management and enforcement, creative design, retail development, direct-to-consumer initiatives and specialized property extensions.  SB is led by a superior management team with decades of experience in media, content creation, branding, licensing, marketing and finance. For more information, visit www.sabanbrands.com.

About Fisher-Price
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NASDAQ: MAT) located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world.  The company's legacy of high quality toys has enhanced early childhood development for more than 82 years.  Some of the Company's best-known "classic" brands include Little People®, Power Wheels® and Imaginext®.   Fisher-Price is also a leading developer of baby gear products (infant swings, bouncers, high chairs), as well as a wide array of character-based toys inspired by high quality children's programming such as Dora the Explorer™, Mickey Mouse Clubhouse and Thomas & Friends®.  The Company's website, www.fisher-price.com, as well as its Facebook page, www.facebook.com/fisherprice provide valuable information and resources to parents and grandparents around the world.

SOURCE Saban Brands



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