GSI Launches Four Specialty Web Stores—Barbie, Hot Wheels, Disney and Games—For Mattel

KING OF PRUSSIA, Pa.--(BUSINESS WIRE)--GSI Commerce Inc. (Nasdaq: GSIC), the leading provider of e-commerce and multichannel solutions, today announced that it has signed a multiyear agreement to provide Mattel (Nasdaq: MAT), the leading worldwide manufacturer of toys and family products, with e-commerce technology, fulfillment, customer care and marketing services. GSI recently launched four specialty Web stores for the company, including Barbie ^®, Hot Wheels ^®, Disney and another site featuring interactive games from Mattel.

“This announcement validates a growing trend we are seeing among manufacturers who are showing an interest in operating their own Web stores.”

Mattel has chosen TrueAction^TM, GSI’s digital agency, to provide affiliate marketing through its Pepperjam Network and design services through its Silverlign division. GSI’s e-mail marketing subsidiary, e-Dialog, has been selected to provide e-mail marketing services.

“E-commerce was the next step in our multichannel strategy. After conducting a comprehensive analysis, it was clear that GSI offers the best solution for our current needs. Their expert counsel helped us to understand the right features and functionality needed to launch a successful e-commerce business,” said Andres Amezquita, vice president of e-commerce for Mattel. "We are pleased to be partnering with the industry leader in full service solutions.”

“The Mattel brand is well-respected around the globe and their consumers will be able to visit the Mattel specialty Web stores to easily find what they need while enjoying a great online shopping experience. We are excited about working with the world’s leading toy and family products manufacturer to help them meet their e-commerce goals and grow their online business,” said Damon Mintzer, executive vice president of sales for GSI. “This announcement validates a growing trend we are seeing among manufacturers who are showing an interest in operating their own Web stores.”

The MattelShop.com is designed to be easy and intuitive for every shopper, featuring innovative shopping tools, including ShopTogether® -- a social shopping tool from DecisionStep® that allows anyone to browse the site together with family and friends regardless of whether they are across town or around the world. Other features include advanced search, Play Pattern Navigation, which allows shoppers to navigate the site based on a child’s play behaviors, and ConciseClick-- a roll over-and-click technology that provides shoppers with product information when watching video clips.

About Mattel

Mattel, Inc., (NASDAQ: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2009, Mattel is recognized among the "100 Best Corporate Citizens," as one of the "World's Most Ethical Companies" and as one of FORTUNE Magazine’s "100 Best Companies to Work For." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands—today and tomorrow.

About GSI Commerce

GSI Commerce^® is a leading provider of services that enable e-commerce, multichannel retailing and interactive marketing for large, business-to-consumer (b2c) enterprises in the U.S. and internationally. We deliver customized solutions through an e-commerce platform, which is comprised of technology, fulfillment and customer care and is available on a modular basis or as part of an integrated, end-to-end solution. We offer a full suite of interactive marketing services through two divisions, TrueAction^TM and e-Dialog. Additionally, we provide brands and retailers a platform for online private sales through RueLaLa.com, and an online, off-price marketplace, SmartBargains.com.

Forward-Looking Statements

This news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. All statements made in this release, other than statements of historical fact, are forward-looking statements. Actual results might differ materially from what is expressed or implied by these forward-looking statements. Additional information about potential factors that could affect GSI Commerce can be found in its most recent Form 10-K, Form 10-Q and other reports and statements filed by GSI Commerce with the SEC. GSI Commerce expressly disclaims any intent or obligation to update these forward-looking statements.