Mattel Chooses Matrix Semiconductor as Memory Supplier for Juice Box Personal Media Player

SANTA CLARA, Calif.--()--Oct. 11, 2004--

  Matrix(R) 3-D Memory Supports High-Volume Content Distribution Application in Juiceware(TM) Cartridges  



Matrix Semiconductor, Inc. -- a developer of high-density, low-cost, three-dimensional semiconductors -- today announced that Mattel, Inc. (NYSE:MAT) has selected the company's Matrix(R) 3-D Memory (3DM) as the means to store and share entertainment content for the Juice Box(TM) personal media player. These Matrix 3DM-based cartridges, dubbed Juiceware(TM), can contain up to 64 megabytes of on-the-go music and video entertainment for "tweens," a key consumer market demographic describing children ages eight through twelve.

Juice Box(TM) is the first personal media player designed to meet the lifestyle and entertainment interests of today's tweens. One of the smallest and lightest personal media players on the market to date, the Juice Box(TM) enables tweens to play back pre-recorded videos in full-color and in stereo sound via headphones.

Mattel chose Matrix 3DM for the Juiceware(TM) cartridges because it allows the company to achieve a quick turnaround time and faster time-to-market for pre-recorded content at the lowest cost. The solid-state nature of Matrix 3DM also ensures that the Juiceware(TM) cartridge would complement the lightweight, rugged construction of the Juice Box(TM).

"A key part of ensuring that Mattel provides the best products at the most affordable price is by keeping a close watch on innovative technologies, like Matrix 3-D Memory," said Phil Jackson, vice president, marketing, Mattel Brands. "Mattel is a pioneer in innovation, as one of the first to put Matrix 3-D Memory technology in the hands of tweens."

"Matrix Semiconductor is supplying a medium for content publishing that provides the cost and time-to-market benefits that are essential for a truly effective publishing platform," said Dennis Segers, president and CEO of Matrix Semiconductor. "By virtue of having an industry leader like Mattel as one of our first customers, we are able to demonstrate that Matrix is ready to be a high-volume supplier to a broad variety of industries in need of low cost programmable memory formats."

Matrix 3DM is an inexpensive, high-capacity, permanent, non-volatile memory and the first product based on Matrix Semiconductor's technology innovations. By designing memory chips in three dimensions, Matrix Semiconductor is uniquely able to maximize the use of silicon and, therefore, achieve extremely low cost for memory products.

Mattel, Inc.

Mattel, Inc., (NYSE:MAT)(http://www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie(R), the most popular fashion doll ever created. Leading the toy and game market, the Mattel family is comprised of such best-selling brands as Hot Wheels(R), Matchbox(R), American Girl(R), and Tyco(R) R/C, as well as Fisher-Price(R) brands (http://www.fisher-price.com/), including Little People(R), Rescue Heroes(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 36 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.

About Matrix Semiconductor

Founded in 1998, Matrix Semiconductor, Inc. (Santa Clara, Calif.) has developed the means to create three-dimensional semiconductors using standard manufacturing techniques and materials. By optimizing use of a semiconductor wafer's area -- building "up" rather than "out" -- Matrix's 3-D technology produces highly dense chips at much lower costs than existing technologies. Matrix's first product, Matrix(R) 3-D Memory (3DM), is a low cost, high density, non-volatile memory compatible with existing standards and targeted for use in millions of portable electronic devices. More information is available at http://www.matrixsemi.com.

Matrix 3-D Memory and associated registered marks are owned by Matrix Semiconductor, Inc. (C)2004 Matrix Semiconductor, Inc. All Rights Reserved.

MATTEL, JUICE BOX and associated trademarks are owned by Mattel, Inc. (C)2004 Mattel, Inc. All Rights Reserved.

Contacts

Dryden Marketing Group (for Matrix)
Phil Gomes, 510-769-9456
phil@drydenmg.com
or
Mattel, Inc.
Sara Rosales, 310-252-5397
sara.rosales@mattel.com

Matrix Semiconductor (Santa Clara, Calif.) today announced that Mattel, Inc. selected the company's Matrix 3-D Memory (3DM) as the means to store and share entertainment content for the Juice Box(TM) personal media player. Matrix Semiconductor is the first company to commercialize three-dimensional semiconductors, which enables the most cost-effective memory products. (Photo: Business Wire)

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Contacts

Dryden Marketing Group (for Matrix)
Phil Gomes, 510-769-9456
phil@drydenmg.com
or
Mattel, Inc.
Sara Rosales, 310-252-5397
sara.rosales@mattel.com