Flemington, NJ, August 21, 2007 – Results of a national study conducted among 301 Americans revealed that the majority (76%) reported that they will continue to purchase Mattel products in the future even after the massive toy recall.

The communications research study was conducted by HCD Research, during August 20-21, to obtain Americans’ views of video comments made by Bob Eckert, Chairman & Chief Executive Officer of Mattel, Inc, on August 14.  His comments were made in response to the company’s recall of about 9 million Chinese-made toys that may contain lead paint and magnets children can swallow.

While viewing the video, participants indicated their levels of believability by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. Participants were asked pre- and post-viewing questions.

Among the study findings:

• Prior to viewing the video comments made by Mr. Eckert, 71% of all responders reported that they would continue to purchase Mattel products in the future. After viewing Mr. Eckert’s comments there was a slight increase, with 76% of responders indicating that they would continue to purchase Mattel products in the future.

• Prior to viewing Mr. Eckert’s comments, 75% of all responders indicated that they would trust Mattel to take significant actions to ensure the safety of toys sold in U.S. stores in the future. After viewing his comments, 84% of all responders reported that they would trust Mattel to take significant actions to ensure the safety of toys sold in U.S. stores in the future.

To view believability curves and detailed results, go to: www.mediacurves.com  The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).

HCD Research is a communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based marketing and communications research.  For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393.