BKFK Partners with Mattel

STAMFORD, Conn. July 19, 2005--BKFK Company (BKFK) and Mattel (NYSE:MAT) announced today a global marketing partnership agreement under which Mattel will have the right of first refusal for toy and game concepts invented by kid inventors represented by BKFK. This unique partnership with Mattel, the world's largest toy company, aims to inspire and stimulate kids' creativity through product innovation, co-branding and marketing of the best kid-invented toys.

Mattel also will be the exclusive presenting toy sponsor of the BKFK - Xerox 2005 National Invention Competition and sponsor the BKFK Brainstorm Challenge summer museum program. The competition will begin inviting submissions for toys, games and sporting goods ideas in the Fall 2005.

"We are excited to join forces with the world's largest toy manufacturer, using their vast expertise to bring great innovations by kids into the marketplace," said Norman Goldstein, CEO and Founder of BKFK Co.

"We are happy to partner with BKFK to encourage and stimulate creativity in children, with the end goal of creating exciting toys that other kids will enjoy playing with," said Matt Bousquette, president, Mattel Brands.

BKFK is the leading integrated marketing, branding and licensing company in America dedicated to making kids' ideas a reality. BKFK strives to promote self-esteem and entrepreneurial leadership of kid innovators by taking their inventions and creative ideas from the drawing boards to the boardrooms, onto retail shelves and into the media spotlight.

The Brainstorm Challenge is a BKFK-created innovative thinking camp program running in over 50 children's and science museums across the country this summer. This experiential, hands-on program invites kids to explore their creativities by constructing toys and games with a BKFK-provided curriculum.

About BKFK Co.

BKFK Co., a closely held corporation based in Stamford, Conn., is the sole leading company in America entirely dedicated to inspiring the innovative spirit within every kid. BKFK Co. inspires and rewards kids for innovation excellence and encourages young people to pursue problem-solving in their educations and careers. BKFK represents some of the most brilliant young minds in America.

For more information about BKFK, visit www.bkfk.com

About Mattel

Mattel, Inc. (NYSE:MAT) (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. 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 brands (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 42 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.

Media Contacts:
BKFK, (203)321-1258, media@bkfk.com

David Stamper, Mattel, (310) 252-4777