"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(R) -- a social shopping tool from DecisionStep(R) 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(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica(R) and Tyco(R) R/C as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) 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(R) 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.

SOURCE: GSI Commerce Inc.

GSI Commerce, Inc. 
Kelly Henry, 610-491-7474 
Director, Corporate Marketing 
Fax: 610-265-2866 
news@gsicommerce.com

According to the company, GSI recently launched four specialty web stores for the company, including Barbie, Hot Wheels, Disney and another site featuring interactive games from Mattel.

Mattel has chosen TrueAction, the company's digital agency, to provide affiliate marketing through its Pepperjam Network and design services through its Silverlign division. In addition, GSI's e-mail marketing subsidiary, e-Dialog, has been selected to provide e-mail marketing services.

The MattelShop.com has been designed to be easy for every shopper, featuring a range of shopping tools, including ShopTogether, a social shopping tool from DecisionStep that allows users to browse the site together with family and friends regardless of their location.

Comments on this story may be sent to tww.feedback@m2.com

Under $30:

-- For the first time, Barbie can move like a real person with the introduction of Barbie(R) Fashionistas, the most stylish and on-trend fashion dolls each featuring their own distinct fashion personality, detailed fashions and 12 points of articulation ($11.99)

-- So In Style(TM), a new line of black dolls by Barbie(R) features more authentic-looking facial features such as fuller lips, a wider noise and curlier hair. So In Style(TM) was developed by Barbie(R) designer of 12 years, Stacey McBride-Irby, an African-American mother of two who wanted to create a line of dolls more reflective of her daughter and community. Each of the S.I.S.(TM) dolls features its own unique personality, style and reflects one if three varying skin tones. The S.I.S.(TM) line also introduces a mentoring theme; each doll is accompanied by a smaller doll or "little sister" and has different interests -- from music and math to science and drill team ($7.99 - $24.99)

-- Girls can re-create all their favorite movie moments from the upcoming Disney film "The Princess and the Frog" with the Just One Kiss Disney Princess Tiana Doll ($24.99)

-- Avatar(TM) action figures, vehicles and creatures from the highly anticipated landmark film is the first toy line to incorporate three dimensional, augmented reality technology ($8.99-$26.99)

-- UNO Moo!(TM) offers preschoolers a barnyard-themed version of the classic card game with 28 adorable farm animal figures that replace traditional UNO(R) playing cards ($19.99)

-- The Trio(TM) Basic Tub Set with bricks, sticks and panels provides easier ways for kids as young as 3 years old to build creativity with sets featuring easy-to-attach parts that "click" and hold together and provide multiple ways to build ($29.99)

Under $60:

-- Tweens can express their inner-DJ with Ucreate Music -- an easy-to-use digital music-making system ($39.99)

-- Little girls can join Polly(TM) and friends at the Polly Pocket(TM) Roller Coaster Resort Play Set, featuring all the fun and adventure of a rollercoaster into a deluxe luxury hotel complete with a rollercoaster ride built right around it ($49.99)

-- Hot Wheels(R) continues to excite boys with the Hot Wheels(R) Super Jump Raceway, a super fast track set featuring an amazing 16-inch jump ($49.99)

-- Boys will buddy up to Matchbox(R) Rocky the Robot Truck(TM) -- a hard-working dump truck with a fun-loving personality that dances and cracks jokes ($59.99)

-- With Dora's Explorer Girls(TM) - Dora Links Doll, girls can explore Dora's interactive online world and customize their dolls. As girls are playing online, they can help her assume disguises for mystery play -- changing her speech, hair length, eye color and jewelry color. When they make a change online, the doll itself actually changes, too ($59.99)

-- Fisher-Price(R) 3-in-1 Smart Sports(TM) encourages kids to get up and active with the plug and play system that features three attachments -- a baseball bat, tennis racket and golf club -- teaching kids numbers, letters, colors, shapes, matching, math and more ($64.99)

For parents who are looking for that extra special "wow" gift Mattel is offering these magical toys and games:

-- Little girls will celebrate an important milestone in their baby doll's life, walking, with their Little Mommy Walk & Giggle(TM) Doll ($69.99)

-- Mindflex(TM) takes games to a place once only imagined, as players move a ball through an obstacle course using the power of their mind ($79.99)

-- Kids will feel just like they've stepped into Handy Manny's world with the kid-sized Manny's Repair Shop that features lots of great projects that they can build, just like Manny does on his show ($99.99).

-- The quintessential Barbie(R) must-have item on every girl's holiday wish list is the Barbie(R) Pink World Dream Townhouse, a modernized version of the Barbie(R) Townhouse from the '70s. This three-story townhouse features a pink personal elevator, multiple rooms and a pop-up flat screen TV ($149.99)

For more information on other hot holiday toys and games, log on to: www.MattelShop.com and www.fisher-price.com.

About Mattel, Inc.

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(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica(R) and TycoR/C(R), as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) 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.

MAT-CORP

SOURCE: Mattel, Inc.

Mattel Brands 
Rob Novickas 
(310) 252-3520 
rob.novickas@mattel.com 
or 
Michelle Chidoni 
(310) 252-3921 
michelle.chidoni@mattel.com 
or 
Fisher-Price 
Juliette Reashor 
(716) 687-3354 
juliette.reashor@fisher-price.com

The Mattel gift announcement and presentation was made during the College's annual "Otis Report on the Creative Economy of the Los Angeles Region," an event that delivers data and analysis provided by Los Angeles County Economic Development Corporation (LAEDC). Commissioned by Otis College, the 2009 report includes new findings on the state of creativity in business and the workplace, and is titled "Unleashing L.A.'s Creative Potential." More than 350 people attended the speaker/panel discussion program held at the Omni Los Angeles Hotel. The full report can be found at www.otis.edu.

The Mattel/Otis Partnership began more than 15 years ago when Otis relocated its campus from mid-town Los Angeles to Westchester, close to Mattel Corporate Headquarters in El Segundo.

Since then, Mattel has contributed hundreds of thousands of dollars to support the College through classroom collaborations in Toy Design and Fashion Design, sponsorship of the annual Scholarship Benefit and Fashion Show, and funding for student visits to Hong Kong toy manufacturers. With its annual participation in the Otis internship fair, the graduate show preview and the portfolio review process, Mattel also maintains a strong presence in Otis' campus life. Mattel employs designers from across a number of Otis College departments -- Communication Arts, Toy Design, Fashion Design and Digital Media. Currently, Mattel is the #1 employer of Otis graduates.

At the close of the Otis/Mattel announcement and presentation, Hoi said, "This deepens the College's already extraordinary relationship with Mattel, and will enable Otis to continue to attract the best and brightest creative talent as students and educators for years to come."

About Otis: Founded in 1918, Otis College of Art and Design prepares diverse students of art and design to enrich our world through their creativity, their skill, and their vision. The College offers an interdisciplinary education for over 1,200 full-time students, awarding BFA degrees in advertising design, architecture/landscape/interiors, digital media, fashion design, illustration, product design, painting, photography, sculpture/new genres, and toy design; and MFA degrees in fine arts, graphic design, public practice, and writing. Continuing Education offers certificate programs as well as personal and professional development courses. More information on Otis College of Art and Design is available at www.otis.edu or by calling (310) 665-6800.

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(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica(R) and TycoR/C(R), as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) 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 29,000 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.

SOURCE: Otis College of Art and Design

For Otis College of Art and Design 
Sheri Mobley, 323-668-0874 
smobley@mobleymarketing.com